Advertising And Promotion: An Integrated Marketing Comm - 2026 Release

New Canadian Co-Author. We are thrilled to welcome Dr. Jennifer White as co-author of the Canadian 2026 Release. A professor in the School of Business at Conestoga College, Dr. White holds a Ph.D. in Education with a specialization in Leadership and an MBA with Honours. With extensive experience in business education, marketing, and financial services, she brings fresh perspectives and industry expertise to the table. Her proven track record in academic publishing and professional practice ensures the 2026 Release delivers cutting-edge strategies and insights in advertising and promotion. Dr. White’s contributions promise to enrich the content and provide readers with actionable, relevant tools for success.

Chapter Openers / IMC Perspectives. 52 brand new versions of the chapter openers are included in Guolla Canadian 2026 Release. The best practices of many popular, iconic, or well-known brands are highlighted, such as Royal Ontario Museum, Kraft, Heinz, IKEA, etc.

Canadian Practice. The 2026 Release features 48 new perspectives and vignettes reflect advertising messages, media, promotion, public relations, and digital stories representing approximately 250 new articles. Canadian examples provide a comprehensive look at innovative advertising and promotion. Guolla features approximately 350 references from sources such as Strategy, National Post, and The Globe and Mail to illustrate uniquely Canadian marketing communication decisions.

Updated Data throughout. Data has been updated in broadcast, print, internet and social media chapters. A number of figures indicate the size of audiences and their consumption of media. These current data points provide an improved understanding of the Canadian media situation.

Updated Content. The academic aspect of Guolla has been updated and improved in the Canadian 2026 Release. The latest academic research for internet and social media has been updated in their respective chapters.

Social Media Content Updates. The social media influencers section in the social media chapter has been significantly expanded. New practical and academic content has been added to provide more structure for this growing aspect of IMC.

AI Reader. Encourage discovery and boost understanding with AI Reader. Designed to facilitate active reading, AI Reader within McGraw Hill Connect provides students with AI tools to enhance their comprehension, retention, and critical thinking. Students can use AI Reader within the Connect eBook and/or SmartBook to highlight words or sections to see different explanations, create quiz-questions for self-study, copy helpful explanations to their notes, and follow citations to find the original context of the AI-generated explanation. 

Evergreen™. Content and technology are ever-changing, and it is important that you can keep your course up to date with the latest content and assessments. That’s why we want to deliver the most current and relevant content for your course, hassle-free. McGraw Hill uses an Evergreen delivery model, which is a product delivery model and experience that provides customers with the most relevant and updated content, tools, and accessibility. Engage students and freshen up assignments with up-to-date coverage of select topics and new questions, all without having to switch editions or build a new course. 

IMC Perspective. Guolla Advertising & Promotion takes an integrated marketing communications (IMC) perspective to attain communication and behavioural objectives for multiple target audiences.

Decision Oriented. The planning framework applied throughout Guolla identifies the content of IMC decisions to help students understand how to develop and implement a successful IMC program.

Visual Ad Exhibits. The exhibits contain about 300 ads that convey the breadth of many styles and approaches of advertising across multiple product categories. The ads provide a comprehensive collection of visuals to understand advertising decisions such as positioning, creative strategy, and creative tactics.

Canadian Data. Statistical information presented in the figures appear throughout the text. There are about 230 figures, of which a substantial portion describe the Canadian advertising and promotion environment.

Balanced and Relevancy: Digital and Media Focus. Guolla emphasizes digital and internet-focused media, with opening vignettes and current coverage of internet media throughout. A dedicated social media chapter highlights its use as owned, paid, and earned media, while mobile media is featured to showcase its role in modern marketing communication.

Current Theory. Guolla includes academic references from the Journal of Advertising and the Journal of Advertising Research. About 500 referenced journal articles provide a resource for further understanding.

McGraw Hill Connect®. Predictive, Personal and Powered by AI.

Guolla Advertising & Promotion is available in Connect. McGraw Hill Connect is an award-winning digital teaching and learning platform designed to empower students and streamline course management for instructors. With cutting-edge adaptive technology and AI-driven tools, Connect delivers personalized learning experiences that help students achieve their full potential. For instructors, Connect provides comprehensive reporting, actionable data, and valuable insights designed to amplify teaching.

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