Most Current Text on the Market: This text features the very best, most current examples; examples and references are added right up until the book is put into production. The text features updated chapter openings, advertisements and advertising and promotion perspectives. In the changing world of advertising and promotion, currency is key and students will be on the cutting edge with this text.

Cases: Advertising and promotion cases are located in the online learning center and offer students the opportunity to see how advertising concepts and theories in the text are applied in everyday practice at real companies.

Interactive Web Site: This web page features an advertising campaign project, examples of print advertisements and commercials which ask the student to identify ad types and advertising theories.

Marketing Leading Video Library: This is the best video library in the market. This package includes over 400 commercials and 4 video cases. The videos give context and reinforce text concepts and theories and help the student see advertising and promotion in everyday practice.

PowerPoint Lecture Presentation: This high-quality presentation features content screens, ads and exhibits from the text and additional ads, commercials, and video clips from the video package.

Online Campaign Builder: This online template shows the student how to build an advertising campaign. Everything the student learns in the course builds up to the ad campaign and the students uses concepts, theories, and tools learned throughout the term and puts them all together to create a successful campaign for a product or service.

Integrated Marketing Communications Theme: This text is known for offering the best balance of advertising practice and IMC. Belch/Belch were the first to recognize the growing importance of IMC and build it into the text from the first edition onward. IMC is introduced early and numerous examples illustrate and reinforce its importance throughout showing students how various marketing and promotional elements must be coordinated to communicate effectively.

Strong Ethical Coverage: Ethical issues faced by advertisers are analyzed and discussed throughout the text and are highlighted in boxed sidebars. This feature discusses specific issues, developments, and problems that call into question the ethics of marketers and their decisions as they develop and implement their advertising and promotional programs. Students have the opportunity to evaluate decisions from an ethical perspective and decide if a company acted appropriately or not in a variety of situations.

Strong Global Examples: Global examples are integrated throughout each chapter, in the text and in boxed sidebars, examining the role of advertising and other promotional areas in international markets. These current and interesting examples underscore to the students how advertising theories apply worldwide.

Internet and WWW Chapter (Chapter 15): This chapter introduces the important role the Internet plays in creating an effective Integrated Marketing Campaign. Successful Internet campaigns are highlighted and illustrate the steps advertisers take to maximize their exposure on the web, showing students how the web is one important part of the advertising and promotional mix.