Contemporary Advertising: 2026 Release ISE
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- Colour, print bound version of the complete text
1. Advertising and IMC Today
2. The Big Picture: The Functions of Advertising and Its Evolution
3. The Big Picture: Economic, Ethical, and Regulatory Aspects
4. The Scope of Advertising: From Local to Global
5. Marketing and Consumer Behavior: The Foundations of IMC
6. Market Segmentation and the Marketing Mix: Determinants
of Campaign Strategy
7. Research: Gathering Information for IMC Planning
8. Marketing and IMC Planning
9. Planning Media Strategy: Disseminating the Message
10. Creative Strategy and the Creative Process
11. Creative Execution: Art and Copy
12. Advertising in Print Media
13. Using Audio and Video Media
14. Using Digital Interactive Media
15. Social Media
16. Using Out-of-Home, Exhibitive, and Supplementary Media
17. Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion
18. Relationship Building: Public Relations, Sponsorship, and Corporate Advertising
Contemporary Advertising provides a comprehensive and engaging solution designed to immerse students in the dynamic world of advertising and IMC by combining real-world insights, award-winning examples, and hands-on learning tools to deliver a practical, student-centered approach to mastering advertising concepts. Contemporary Advertising emphasizes the evolving landscape of digital media, consumer privacy, diversity, and inclusion, while integrating cutting-edge strategies for creative execution, media planning, and social media marketing.
Pair with McGraw Hill’s Connect platform for personalized reading with SmartBook, real-world practice through Application-Based Activities, and video cases, all designed to build strategic thinking skills for career readiness.
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