Advertising & Promotion

Connect for Guolla. Advertising and Promotion: An IMC Perspective is available in Connect. Connect provides the entire text in a digital format for students to access online or offline. A Looseleaf print text is available for students to purchase via Connect.

NEW And Opening Vignettes and Perspectives. Each chapter opens with a new or updated vignette accompanied by thought-provoking discussion questions. Currency is at the forefront with many of the in-chapter IMC Perspectives boxes being new or revised also.

NEW Revised End-of-chapter Material. Numerous exercises have been updated, revised, or replaced with new material to enhance students understanding and application of key topics.

NEW Application-Based-Activities: The Connect Application-Based Activities are highly interactive and automatically graded application- and analysis-based exercises wherein students immerse themselves in a business environment, analyze the situation, and apply their knowledge of business strategies. Students' progress from understanding basic concepts to assessing and solving complex, real-world scenarios.

New Connect Interface. Featuring significant improvements to instructor workflows in Connect, with new features designed to make course management easier:

• NEW! Add Co-Instructors to a Section. Instructors can easily add additional instructors to any section.
• Updated Section Dashboard. The redesigned section dashboard surfaces important information about student performance and assignments without additional clicks.
• NEW! Optimized for Mobile and More Accessibility. Automatic resizing of screen for tablets and smart phones. New pages are screen reader compatible, keyboard navigable, and have up to 400% magnification.
• NEW! Assignments Tab. Provides a clean interface with the ability to view important assignment information without additional clicks. Quickly view information such as assignment types, proctored assignments, and assignments that require manual grading.

NEW Writing Assignments Available within Connect, this tool delivers a learning experience to help students improve their written communication skills and conceptual understanding. As an instructor you can assign, monitor, grade, and provide feedback on writing more efficiently and effectively. You can also choose from a NEW selection of writing prompts (with pre-set grading rubrics) or base the assignments on your own questions.

IMC Perspective. Advertising and Promotion takes an integrated marketing communications perspective to attain communication and behavioural objectives for multiple target audiences. A planning framework is presented to show how specific objectives and unique messages that resonate for each target audience are developed. This approach illustrates the importance of brands developing a unique brand position for each target audience while maintaining the overall market position of the brand.

Canadian Practice. Canadian examples provide a comprehensive look at innovative marketing communication. The text features approximately 400 references from sources such as Strategy, the National Post, The Globe and Mail, and others to illustrate uniquely Canadian stories. The 48 new perspectives and vignettes reflect advertising, media, and digital stories representing approximately 250 new articles.

Canadian Data. Statistical information presented in tables, charts, and figures appears throughout the text. There are about 230 figures, of which a substantial portion describe the Canadian marketing communication environment.

Decision Oriented. Introduced in Chapter 1, a planning framework identifies the content of an IMC plan and is applied throughout the text. This approach helps students understand the key decisions of a successful IMC program.

Internet Focus. Internet media use occurs throughout the text where it is most relevant. The majority of the opening vignettes and chapter perspectives highlight the use of digital media. A balance between digital media and other media reinforces the importance of IMC decision making.

Mobile Media. Marketing communication through mobile technology is featured in the text where applicable, and considerable usage statistics are presented in the media chapters.

Internet and Social Media. Material on this topic appears throughout the book where it is most relevant. The specific chapter coverage is improved from past editions. A dedicated social media chapter illustrates of how it is used as owned, paid, and earned media to achieve a brand's objectives. The scope of social media is shown with numerous media classes and vehicles.

Current Theory. Extensive updating of academic references from the Journal of Advertising and the Journal of Advertising Research and others was done independently by the Canadian author over the past five editions. The text references about 500 journal articles to provide a resource for further understanding and to demonstrate that the material presented is credible.

Visual Ad Exhibits. The exhibits contain over 300 ads to 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.