This Global Edition has been developed specifically to meet the needs of international students of advertising. In addition to updated coverage of the emerging field of Integrated Marketing Communications (IMC), the use of contemporary examples, and an updated chapter on the Internet and Interactive Media, material has been added to make the content more relevant and to improve learning outcomes for the international student.

(1) New chapter openers that reflect recent topics in the news and popular global advertising strategies including Facebook’s approach to advertising, UNIQLO’s use of social media, and Standard Chartered Bank’s “Here for Good” brand awareness campaign;

(2) Revised IMC, Diversity, and Ethical Perspectives boxed examples throughout the text featuring global companies’ responses to advertising challenges; and

(3) Introduction of new IMC Technology Perspective boxed examples which highlight the impact that advances in technology—including the emergence of smartphones, electronic readers, and digital and social media tools such as Twitter—have on the strategy and implementation of IMC programs.