Today, we are experiencing the most dynamic and revolutionary
changes of any era in the history of marketing communications! As
such, this comprehensive, latest edition reflects these changes and
their implications for the marketer. Because the digital evolution
and revolution also applies to how students learn, our digital
support package including Connect and SmartBook 2.0 have also
received extensive innovative updates!-Demonstrates the
applicability of the content to the real world of marketing
communications via real-life examples -Contains Ethical
Perspectives as well as Digital/Social Media Perspectives
throughout -Emphasizes on the integration of advertising with other
promotional-mix elements and the need to understand their role and
overall contribution. -New in Connect! Advertising Mini Sims, New
Case Analysis and Live Action Videos, and the New Advertising Video
Library
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