The purpose of this opening chapter is to provide the student with an overview of the field of advertising and promotion and its role in the marketing process. We introduce the concept of integrated marketing communications (IMC), its evolution, and examine how various marketing and promotional elements must be coordinated to communicate effectively. We also discuss the reasons for the increasing importance of the IMC perspective in planning and executing advertising and promotional programs. Marketers understand the value of strategically integrating the various communication functions rather than having them operate autonomously. The move to integrated marketing communications also reflects an adaptation by marketers to a changing environment, particularly with respect to consumers, technology, and media. The various elements of the promotional mix are introduced in this chapter along with a brief discussion of these basic tools of IMC. We discuss how many companies are taking an audience contact or touch point perspective in developing their IMC programs and consider four basic categories of touch points. This chapter also examines the various tasks and responsibilities involved in advertising and promotion management and a model of the integrated marketing communications planning process is presented. Lastly, we give an overview of the perspective and organization of the rest of the text. Learning Objectives 1. To examine the marketing communication function and the growing importance advertising and other promotional elements play in the marketing programs of domestic and foreign companies. 2. To introduce the concept of integrated marketing communications (IMC) and consider how it has evolved. 3. To examine the reasons for the increasing importance of the IMC perspective in planning and executing advertising and promotional programs. 4. To introduce the various elements of the promotional mix and consider their role in an IMC program. 5. To examine the various types of contact points through which marketers communicate with their target audiences. 6. To examine how various marketing and promotional elements must be coordinated to communicate effectively. 7. To introduce a model of the IMC planning process and examine the steps in developing a marketing communications program.