This course is designed to introduce you the field of advertisingand promotion.  The emphasis in thiscourse will be on the role of advertising and other promotional mix elements inthe integrated marketing communications program (IMC) of an organization. Thedevelopment of an integrated marketing communications programs requires anunderstanding of the overall marketing process, how companies organize foradvertising and other promotional functions, customer behavior, communicationstheory, and how to set goals, objectives and budgets. Attention will be givento the various IMC tools used in contemporary marketing including advertising,direct marketing, Internet and interactive marketing, sales promotion,publicity and public relations, and personal selling. We will examine theprocess by which integrated marketing communications programs are planned,developed and executed as wells as the various factors and considerations thatinfluence this process. We will also discuss the environment in which advertingand promotion takes place and the various regulatory, social and economicfactors that affect an organizations IMC program.