CHAPTER FEATURES

The following features in each chapter enhance students' understanding of the material as well as their reading enjoyment.

Learning Objectives
Learning objectives are provided at the beginning of each chapter to identify the major areas and points covered in the chapter and guide the learning effort. We also indicate where specific learning objectives are covered within the chapter and how the discussion questions are keyed to the objectives.

Chapter Opening Vignettes
Each chapter begins with a vignette that shows the effective use of integrated marketing communications by a company or ad agency or discusses and interesting issue that is relevant to the chapter. These opening vignettes are designed to draw the students into the chapter by presenting an interesting example, development, or issue that relates to the material covered in the chapter. Companies, brands, and/' or campaigns featured in the opening vignettes include Facebook's social ads, Red Bull's use of participation marketing, Standard Charted's "Here for Good" brand awareness campaign, Shangri-La's concept of treating travelers like family in their campaign entitled "It's in our nature", UNIQLO's use of social media, and more.

IIMC Perspectives
These boxed items feature in-depth discussions of interesting issues related to the chapter material and the practical application of integrated marketing communications. Each chapter contains several of these insights into the world of integrated marketing communications. Some of the companies/brands whose IMC programs are discussed in the IMC Perspectives include Hyundai, Domino's Pizza, GEICO, Google, Sun Microsystems, ESPN, and Macy's. Issues discussed in the IMC Perspectives include the challenges of building brands in a recession, the changing role of account executives in advertising agencies; the role of neuroscience in studying the processing of advertising messages; changes in the measurement of viewing audiences for television commercials; how companies use the purchase funnel to manage and guide their IMC programs; the use if music to enhance the effectiveness of TV commercials; theories on why infomercials are effective; efforts of consumer groups to prevent marketers from sending them unsolicited direct mail; and the debate over the advertising practices of the food and beverage industries including proposals to impose a tax on soft drinks.

Global Perspectives
These boxed sidebars provide information similar to that in the IMC Perspectives, with a focus on international aspects of advertising and promotion. Some of the companies/brands whose international advertising programs are covered in the Global Perspectives include Asics, Samsung, Procter & Gamble, and PepsiCo. The Global Perspectives also discuss topics such as the challenges of developing marketing communication programs in China, the Cannes International Advertising Awards, celebrities who appear in commercials in Japan while protecting their image in the United States, communication problems in international advertising, the issue of whether the country of origin for products is important to college students, and developing IMC programs to reach consumers in third-world countries.

Ethical Perspectives
These boxed items discuss the moral and/or ethical issues regarding practices engaged in by marketers and are also tied to the material presented in the particular chapter. Issues covered in the Ethical Perspectives include subliminal advertising, the battle between television networks and advertisers over tasteful advertising, whether advertisements should appear on the covers of magazines, unethical practices by Internet marketers, problems regarding marketers' use of rebates, and controversies arising from the increase in advertising of hard liquor on television, as well as the growth in direct-to-consumer advertising of prescription drugs.

Technology Perspectives
These boxed items provide detailed discussions of how changes and advances in technology are impacting the practice of integrated marketing communications. Some of the issues covered in the IMC Technology Perspectives include the various ways developments related to Web 2.0 are impacting IMC; how technology is changing the role of brand managers; the targeting of early digital adopters by marketers of high tech products and services; how many creative campaigns are now moving to the Internet through the use of online videos and webisodes; the need for a creative revolution in online marketing and advertising; how social media are being used in various areas of IMC such as sales promotion and for user-generated content advertising and promotions; and how marketers are using various tools provided by Google such as the AdWords online search advertising and AdSense contextual advertising programs.

Key Terms
Important terms are highlighted in boldface throughout the text and listed at the end of each chapter with a page reference. These terms help call students' attention to important ideas, concepts, and definitions and help them review their learning progress.

Chapter Summaries
These synopses serve as a quick review of important topics covered and a very helpful study guide.

Discussion Questions
Questions at the end of each chapter give students and opportunity to test their understanding of the material and to apply it. These questions can also serve as a basis for class discussion or assignments. The discussion questions are also keyed to the learning objectives for the chapter.

Four-Color Visuals
Print ads, photoboards, and other examples appear throughout the book. More than 400 ads, charts, graphs, and other types of illustrations are included in the text.