PART 1: ADVERTISING AND INTEGRATED BRAND PROMOTION IN BUSINESS AND SOCIETY This book is divided into 5 parts. When starting a new part of the text, it is worth alerting the students to the focus of the chapters within the part. Part 1 sets the tone for the study of advertising. The chapters in this part emphasize that advertising is much more than the old-style mass media messages of the past. But advertising is now more diverse and dynamic and is part of a process called integrated brand promotion (IBP). IBP is the process of using different promotional techniques and tools—from television ads to iPad broadcasts—that send messages about brands to consumers. The rapid ascent of digital media—particularly social networking sites like Facebook and Twitter, have radically changed the landscape for advertising and IBP. Advertising and IBP communications are not just marketing messages. They are also part of a social communication process that has evolved over time with changes in culture, technology, and business strategies. The “brand” plays a leading role in communications. Consumers know brands because they hear about them and use them every day—Apple, Nike, Pantene, Starbucks, and literally hundreds of others. Consumers also know (and learn) by using them and by seeing them being used in society. This first part of this book lays out the broad landscape of the advertising and IBP processes that expose us to brands and what they have to offer. PURPOSE AND PERSPECTIVE OF THE CHAPTER The purpose of this chapter is to understand that advertising is distinctive and recognizable as a form of communication by its three essential elements: its paid sponsorship, its use of mass media, and its intent to persuade. It cannot be effective unless some form of communication takes place between the company and the audience. Many different types of organizations use advertising to achieve their business purposes. The world of branding is going through enormous change. Marketing has become much more experiential, as seen in the sustained growth of the sponsorship and event marketing industry. The new world around advertising and IBP centers around the need for measuring these marketing tools and knowing that the lines between information, entertainment, networking, and commercial messages