Contemporary Advertising: 2026 Release ISE

1. Advertising and IMC Today

2. The Big Picture: The Functions of Advertising and Its Evolution

3. The Big Picture: Economic, Ethical, and Regulatory Aspects

4. The Scope of Advertising: From Local to Global

5. Marketing and Consumer Behavior: The Foundations of IMC

6. Market Segmentation and the Marketing Mix: Determinants

of Campaign Strategy

7. Research: Gathering Information for IMC Planning

8. Marketing and IMC Planning

9. Planning Media Strategy: Disseminating the Message

10. Creative Strategy and the Creative Process

11. Creative Execution: Art and Copy

12. Advertising in Print Media

13. Using Audio and Video Media

14. Using Digital Interactive Media

15. Social Media

16. Using Out-of-Home, Exhibitive, and Supplementary Media

17. Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

18. Relationship Building: Public Relations, Sponsorship, and Corporate Advertising

Contemporary Advertising provides a comprehensive and engaging solution designed to immerse students in the dynamic world of advertising and IMC by combining real-world insights, award-winning examples, and hands-on learning tools to deliver a practical, student-centered approach to mastering advertising concepts. Contemporary Advertising emphasizes the evolving landscape of digital media, consumer privacy, diversity, and inclusion, while integrating cutting-edge strategies for creative execution, media planning, and social media marketing.

Pair with McGraw Hill’s Connect platform for personalized reading with SmartBook, real-world practice through Application-Based Activities, and video cases, all designed to build strategic thinking skills for career readiness.