Marketers must look beyond traditional media in order to achieve success. To best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling). This course reflects the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The material taught underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective catapults the student into the business practices of the 21st century and aims to build awareness on Integrated Marketing Communication concepts and implementation. Integrated Advertising, Promotion, and Marketing Communications speaks to an evolved definition of integrated marketing and demonstrates how to effectively communicate in the business world. It champions the importance of integrating all marketing communications and explains how communications are produced and transmitted. The course is designed to increase your awareness of the relevant role of marketing communications and help you understand the vital links marketers use to connect with consumers in the 21st century. We will approach marketing communications from all aspects of the marketing communications perspective, one that recognizes the importance of coordinating all of the marketing mix elements to develop and implement an effective integrated marketing communications program.