For introductory courses in advertisingAn accessible, well-written, and student-friendly approach to advertising.Advertising tracks the changes in todays dynamic world of media and marketing communication-as well as the implications of these changes to traditional practice-and presents them to students through an accessible, well-written approach. The Tenth edition highlights the increasing importance of consumers as the driving force in todays advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus.MyMarketingLab for Advertising is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and exams-resulting in better performance in the course-and provides educators a dynamic set of tools for gauging individual and class progress.This program will provide a better teaching and learning experience-for you and your students. Heres how:"Improve Results with MyMarketingLab: MyMarketingLab delivers proven results in helping students succeed and provides engaging experiences that personalize learning."Increased Integrated Marketing Communication (IMC) Focus: The broader focus of IMC in this edition includes all the various forms of marketing communication-multi-platform, as well as multimedia- and the discussion is embedded seamlessly throughout the book."Keep your Course Current and Relevant: New examples, exercises, and research findings appear throughout the text.