This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content, which is especially relevant to students outside the United States.

About the book

Examining real-world experiences in communications

· EXPANDED! An active blog is still maintained by the authors at blogclowbaack.net. The authors post weekly news articles, videos, and items of interest to individuals using this text. The blog aims to provide information about current events that relate to the book. Textbook adopters can use these blog entries to enhance classroom presentations or as assignments for individual students or even small groups.

· Interviews and quotes with advertising professionals, integrated throughout the chapters, add commentary and perspective on various marketing and promotions topics and give students an important perspective on real­-world applications.

· EXPANDED! Many new opening vignettes and cases--including stories about Nescafe, Sephora, and McDonald’s All-Day Breakfast program--keep the book updated and current. These accompany vignettes featured in the 7th Edition regarding Wholly Guacamole, Zehnder Communications, Huggies Pull-ups, and Interstate Batteries, which introduce students to the concepts presented throughout the chapter.

· UPDATED! Increased emphasis on social media highlights how social media is one of the most rapidly evolving aspects of advertising and promotion. Emphasis is placed on the ways companies currently use social media for marketing purposes and how it is integrated with other communication strategies.

· UPDATED! End-of-Chapter Cases aim to help students learn by providing plausible scenarios that require thought about and review of chapter materials. With 12 new cases and additional revisions, the short cases should help students conceptually understand chapter components and larger, more general marketing issues.

· NEW! Significant new advertisements have been added throughout the text. These resulted from interactions with advertising agencies by the authors.

· International marketing issues feature international concerns that match the presented materials. Also, a section called International Implications is found at the end of every chapter.

· UPDATED! Current examples of marketing communications principles provide students with up-­to-­date information about companies.

· EXPANDED! Critical-thinking exercises and discussion questions help students comprehend and apply chapter concepts. These exercises are designed to challenge students’ thinking and encourage them to dig deeper. These critical-thinking and discussion exercises require them to apply knowledge to a wide array of marketing situations.

· NEW! Creative Corner exercises give students the opportunity to use their creative abilities by asking them to design advertisements and other marketing-related materials. The exercises help students realize that they are more creative than they might think.

· Integrated learning exercises guide students to the Internet to access information that ties into the subject matter covered. These exercises provide students with an opportunity to look up various companies and organizations to see how they utilize the concepts presented in the chapter.

· UPDATED! The digital media chapter explores how digit

About the book

Examining real-world experiences in communications

· An active blog is still maintained by the authors at blogclowbaack.net. The authors post weekly news articles, videos, and items of interest to individuals using this text. The blog aims to provide information about current events that relate to the book. Textbook adopters can use these blog entries to enhance classroom presentations or as assignments for individual students or even small groups.

· Many new opening vignettes and cases--including stories about Nescafe, Sephora, and McDonald’s All-Day Breakfast program--keep the book updated and current. These accompany vignettes featured in the 7th Edition regarding Wholly Guacamole, Zehnder Communications, Huggies Pull-ups, and Interstate Batteries, which introduce students to the concepts presented throughout the chapter.

· Increased emphasis on social media highlights how social media is one of the most rapidly evolving aspects of advertising and promotion. Emphasis is placed on the ways companies currently use social media for marketing purposes and how it is integrated with other communication strategies.

· End-of-Chapter Cases aim to help students learn by providing plausible scenarios that require thought about and review of chapter materials. With 12 new cases and additional revisions, the short cases should help students conceptually understand chapter components and larger, more general marketing issues.

· Significant new advertisements have been added throughout the text. These resulted from interactions with advertising agencies by the authors.

· Current examples of marketing communications principles provide students with up-­to-­date information about companies.

· Critical-thinking exercises and discussion questions help students comprehend and apply chapter concepts. These exercises are designed to challenge students’ thinking and encourage them to dig deeper. These critical-thinking and discussion exercises require them to apply knowledge to a wide array of marketing situations.

· Creative Corner exercises give students the opportunity to use their creative abilities by asking them to design advertisements and other marketing-related materials. The exercises help students realize that they are more creative than they might think.

· The digital media chapter explores how digital media and mobile have changed the ways that companies market products, and outlines the most current industry practices. The section on mobile marketing has been expanded to coincide with a shift of marketing dollars to those activities.

Pearson MyLab Marketingnot included. Students, if MyLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID. MyLab should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.

· Integrated Campaigns in Action consist of a series of presentations about actual marketing programs, as created and designed by professional agencies.