The course is designed to develop the skills necessary to effectively plan, implement and evaluate advertising and promotional programs. Consequently, an understanding of the overall marketing process, consumer’s behavior, communications theory and the media of advertising and promotion is included in the course to enable the student to acquire these skills. As a result, the various factors that must be considered in planning, developing, and implementing advertising and promotional campaigns and programs will be examined. Attention will also be given to the diverse environment in which advertising and promotion operates and promotional decisions are made. Finally, the regulatory, social and economic factors that influence, and are in turn influenced by an organization’s advertising and promotional program will be examined.