CATEGORY

This Global Edition has been edited to include enhancements making it more relevant to students outside the United States. The editorial team at Pearson has worked closely with educators around the globe to include:

- New! Interviews with adverstising professionals: A real-world application view of the theory presented.

- New! Personal Selingg: Based on feddback from reviewers a new section has been added to Chapter 11 focusing on this important activity.

- New! MyMarketingLab: Be prepared for class and practice for your exams with simulations and an e-Text.

- Social Media: Topics are included whenever appropriate throughout the entire book.

Clow and Baack examines advertising and promotions through the lens of IMC using cureent events that include: Tiger Balm (Asia), UEFA(UK), Emirates Airlines(UAE), South Australian Food Center, Spyker-SAAB (Scandinavia), and post-World Cup South Africa.