KEY TERMS advertising client, or sponsor integrated brand promotion (IBP) advertisement advertising campaign audience target audience household consumers members of business organizations members of a trade channel professionals trade journals government officials and employees global advertising international advertising national advertising regional advertising local advertising cooperative advertising, or co-op advertising marketing marketing mix brand brand extension brand loyalty brand equity market segmentation differentiation positioning external position internal position economies of scale inelasticity of demand primary demand stimulation selective demand stimulation direct response advertising delayed response advertising corporate advertising brand advertising gross domestic product (GDP) value symbolic value social meaning integrated marketing communications (IMC) SUMMARY Know what advertising and integrated brand promotion are and what they can do. Because advertising has become so pervasive, it would be reasonable to expect that you might have your own working definition for this critical term. However, an informed perspective on advertising goes beyond what is obvious and can be seen on a daily basis. 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. An advertisement is a specific message that an advertiser has placed to persuade an audience. An advertising campaign is a series of ads and other promotional efforts with a common theme placed to persuade an audience over a specified period. Integrated brand promotion (IBP) is the use of many promotional tools, including advertising, in a coordinated manner to build and maintain brand awareness, identity, and preference.