This document discusses advertising and provides definitions. It aims to gain an understanding of advertising's role in marketing communications, examine advertising theories and their relationship to consumer behavior, and develop knowledge of advertising strategy, planning, creativity, production techniques, and evaluation. The document defines advertising as any paid non-personal presentation of ideas, goods, or services by an identified sponsor, according to the American Marketing Association. It also discusses what a brand is and why companies work to make their brands uniquely desirable through consistent presentation.