This document provides an overview and comparison of advertising and social media as communication pathways in marketing. It discusses the history of advertising from ancient Egypt through the 1900s. Advertising traditionally involved one-way communication controlled by advertisers, while social media allows for multi-pathway communication and immediate feedback. The document emphasizes that authenticity matters more in social media, and provides tips for marketers to be more authentic online such as writing clearly, using customer sources for credibility, and responding constructively to feedback. It notes costs have shifted from direct advertising to indirect social media costs. The next session topics are also outlined.