Updated Coverage of the Emerging Field of Integrated Marketing Communications (IMC) – The text is built around an integrated marketing communications planning model and recognizes the importance of coordinating all of the promotional mix elements to develop an effective communications program.

Updated Chapter on the Internet and Interactive Media – Chapter 15 has been updated to reflect the most up-to-date information on the Internet and other forms of interactive media and how they are being used by marketers.

New Diversity Perspectives – These boxed items are designed to focus attention on the increase in the diversity of the consumer United States market. This feature focuses on the opportunities and challenges facing companies as they develop integrated marketing communication programs for diverse markets.

New Chapter Opening Vignettes – All of the chapter opening vignettes in the 8 th edition are new and were chosen for the currency and relevance to students. They demonstrate how various companies and agencies use advertising and IMC tools as well as provide insight into current trends and developments taking place in the advertising world.

New and Updated IMC Perspectives – All of these boxes are either new or updated. These boxes provide insight into many of the most current and popular advertising and promotional campaigns.

New and Updated Global and Ethical Perspectives – Nearly all of these boxes are new, and those that are not new have been updated. The Global Perspectives examine the role of advertising and promotion in international markets. The Ethical Perspectives discuss issues and developments that question ethics of marketers and their decisions.

New Career Profiles – The 8 th edition features all new Career Profiles that discuss the career path of successful individuals working in various areas of advertising and promotion (including clients, advertising agencies and media).

Contemporary Examples – This text includes everyday examples of advertising and promotion from sources such as Advertising Age, Brandweek, MediaPost.com, Adweek and a variety of other publications. Wherever possible, statistical information and figures have been updated. Over 350 ads are featured throughout the text.