Abstract
Advertising, as a college degree program, has always had an identity crisis. The major has been housed in Communication, Journalism, Arts and Sciences and only occasionally, Business. In this paper, it is suggested that advertising is best located in the Business School, as it is one of the 4P's, which have defined marketing for nearly 70 years. Currently, there are only 6 business schools that offer advertising as a major and/or minor. Given the exponential growth of digital and social media as message delivery systems, it would be prudent to offer new programs of study related to the promotion P in the business school. A suggested curriculum is provided.