• NEW! Contemporary Ads: Approximately 90% of the ads are new to this edition. These contemporary ads illustrate concepts and provide examples to the reader of effective advertising as part of a successful IMC campaign.

• NEW! Marcom Challenges: Each chapter opens with a factual anecdote about a real company that relates to the coverage within the chapter. Marcom Challenges serve to pique students' interest and set the stage for the chapter ahead by providing examples of advertising strategies for a range of successful products including Harley-Davidson, ABSOLUT Vodka®, and Nike.

• NEW! Internet Advertising: Coverage of Internet advertising (Chapter 15 "Employing the Internet for Advertising") is greatly expanded and completely current in its treatment of search engine advertising, wireless forms of Internet advertising, and the role of blogs and podcasts. The new edition contains a sperate chapter on this timely topic.

• NEW! Internet Advertising: Coverage of Internet advertising (Chapter 15 "Employing the Internet for Advertising") is greatly expanded and completely current in its treatment of search engine advertising, wireless forms of Internet advertising, and the role of blogs and podcasts. The new edition contains a sperate chapter on this timely topic.

• NEW! New Features: Job Outlook margin notes in several chapters direct students to the site of the U.S. government's Occupational Handbook with brief notes on a variety of jobs, salaries, and educational requirements in the advertising field. Photographs are also added to this edition, to further enhance the topical discussions and the liveliness of this new edition.

• NEW! New Features: Job Outlook margin notes in several chapters direct students to the site of the U.S. government's Occupational Handbook with brief notes on a variety of jobs, salaries, and educational requirements in the advertising field. Photographs are also added to this edition, to further enhance the topical discussions and the liveliness of this new edition.

• NEW! Revised Test Bank: Reflecting it's importance as one of the critical components of the ancillary package, the Test Bank has been thoroughly revised, by Laurie Babin of the University of Southern Mississippi, to ensure accuracy and clarity. The Test Bank features a variety of true/false, multiple choice and essay questions for each chapter.

• NEW! Revised Test Bank: Reflecting it's importance as one of the critical components of the ancillary package, the Test Bank has been thoroughly revised, by Laurie Babin of the University of Southern Mississippi, to ensure accuracy and clarity. The Test Bank features a variety of true/false, multiple choice and essay questions for each chapter.

• NEW! Business & Company Resource Center (BCRC): BCRC delivers up-to-the-minute articles from over 4,000 journals and periodicals along with access to online company and industry information including market share date, company history, and more.

• NEW! Business & Company Resource Center (BCRC): BCRC delivers up-to-the-minute articles from over 4,000 journals and periodicals along with access to online company and industry information including market share date, company history, and more.

• NEW! Xtra! Online: Xtra! (http://shimpxtra.swlearning.com), an online student study aid provides additional support for students such as Xtra! Quizzing, Video Clips, and a MarComm Plan template. Xtra! is provided at no charge when bundled with a new textbook.

• NEW! Contemporary Ads: Approximately 90% of the ads are new to this edition. These contemporary ads illustrate concepts and provide examples to the reader of effective advertising as part of a successful IMC campaign.

• NEW! Xtra! Online: Xtra! (http://shimpxtra.swlearning.com), an online student study aid provides additional support for students such as Xtra! Quizzing, Video Clips, and a MarComm Plan template. Xtra! is provided at no charge when bundled with a new textbook.

• IMC Focus: The new edition draws student attention to a variety of brilliant ad campaigns that have successfully turned products into household names. These features illustrate key IMC concepts within each chapter by using real-company situations that showcase how various aspects of marketing communications are put into practice.

• IMC Focus: The new edition draws student attention to a variety of brilliant ad campaigns that have successfully turned products into household names. These features illustrate key IMC concepts within each chapter by using real-company situations that showcase how various aspects of marketing communications are put into practice.

• Global Focus: Global Focus boxes enhance the text's global marketing perspective and spotlight the international impact of and application of IMC campaigns. For example, students are introduced to a selection of ads that were very successful in the United States, yet bombed in Japan.

• Global Focus: Global Focus boxes enhance the text's global marketing perspective and spotlight the international impact of and application of IMC campaigns. For example, students are introduced to a selection of ads that were very successful in the United States, yet bombed in Japan.

• Updated Ethics Coverage: Chapter 3, "Ethical Regulatory and Environmental Issues in Marketing Communications" provides in-depth coverage of ethical issues in marketing communications. This chapter is moved front and center in this edition to stress its importance in this area.

• Updated Ethics Coverage: Chapter 3, "Ethical Regulatory and Environmental Issues in Marketing Communications" provides in-depth coverage of ethical issues in marketing communications. This chapter is moved front and center in this edition to stress its importance in this area.

• Comprehensive Ancillary Package: The extensive package includes the Instructor's Manual, completely revised written Test Bank, Computerized Test Bank, Instructor's CD-ROM, market-leading PowerPoint Presentation slides, and an updated Video package. Finally, don't forget to stop by the companion web site (http://shimp.swlearning.com), where you will find a wealth of valuable resources for both students and instructors.

• Ad Campaign Planner Supplement by Sayre: Through the use of advertising, public relations, and the promotional mix, students are asked to provide solutions for a chosen client's promotional problem. Acting as a simulated agency, students follow a 10-step guide that helps explain the process of planning, executing, and delivering successful campaigns. This supplement can be bundled with the text or sold stand-alone.

• Ad Campaign Planner Supplement by Sayre: Through the use of advertising, public relations, and the promotional mix, students are asked to provide solutions for a chosen client's promotional problem. Acting as a simulated agency, students follow a 10-step guide that helps explain the process of planning, executing, and delivering successful campaigns. This supplement can be bundled with the text or sold stand-alone.

• NEW! Unique Chapter: Chapter 8, "On- and Off-Premise Signage and Point-of-Purchase Communications" explores the role of on- and off-premises signage, out-of-home advertising, and point-of-purchase communications - all of which generally are neglected or receive minimal coverage in most advertising and marcom texts.

• NEW! Unique Chapter: Chapter 8, "On- and Off-Premise Signage and Point-of-Purchase Communications" explores the role of on- and off-premises signage, out-of-home advertising, and point-of-purchase communications - all of which generally are neglected or receive minimal coverage in most advertising and marcom texts.

• NEW! Clio Award Videos and Chapter Videos on DVD: The new edition comes with a video package that provides a relevant and interesting visual teaching tool for the classroom. The Clio Award Videos are award-winning video clips designed to show students how advertising works in the real world, showing the creative examples of advertising worldwide. The chapter video segments gives students the opportunity to apply what they are learning to real-world situations viewing companies such as Timberland, Tower Records, Pfizer, and Radio Shack.

• NEW! Clio Award Videos and Chapter Videos on DVD: The new edition comes with a video package that provides a relevant and interesting visual teaching tool for the classroom. The Clio Award Videos are award-winning video clips designed to show students how advertising works in the real world, showing the creative examples of advertising worldwide. The chapter video segments gives students the opportunity to apply what they are learning to real-world situations viewing companies such as Timberland, Tower Records, Pfizer, and Radio Shack.

• NEW! Expanded Coverage of IMC: Chapter 1, "Overview of Integrated Marketing Communications and the MarComm Process," expands its coverage of IMC fundamentals and also provides a model of the marcom process that provides a useful framework for comprehending the strategic and tactical aspects of marketing communications.

• NEW! Expanded Coverage of IMC: Chapter 1, "Overview of Integrated Marketing Communications and the MarComm Process," expands its coverage of IMC fundamentals and also provides a model of the marcom process that provides a useful framework for comprehending the strategic and tactical aspects of marketing communications.

• NEW! Marcom Challenges: Each chapter opens with a factual anecdote about a real company that relates to the coverage within the chapter. Marcom Challenges serve to pique students' interest and set the stage for the chapter ahead by providing examples of advertising strategies for a range of successful products including Harley-Davidson, ABSOLUT Vodka®, and Nike.