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This text will introduce students to this fast-changing field of advertising and promotion. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organizations promotional programs than just advertising. Discusses the leading marketers and theirs agencies approach to  Advertising and Promotion  from Integrated Marketing Communication Perspective (IMC). Salient Features Global Perspectives are presented throughout the text in recognition of the increasing importance of international marketing and the challenges of advertising and promotion and the role they play in the marketing programs of multinational marketers Ethical Perspectives focus attention on important social issues and show how advertisers must take ethical considerations into account when planning and implementing advertising and promotional programs Diversity Perspectives discuss the opportunities, as well as the challenges, associated with marketers? efforts to reach culturally and ethnically diverse target markets