Advertising and Integrated Brand Promotion, 4e is different in that it explicitly acknowedges that advertising and promotion are all about brands. Brands can be goods or services, things or people (for example, political candidates, performers), and advertising and promotion are about marketers projecting brands into the consciousness of consumers.
This fourth edition is also about taking a wider view of advertising and promotion. The truth these days is that any boundary between advertising and other forms of promotion is a pretty porous border. We acknowledge that point without making a big deal of it or moving away from traditional advertising. In fact, we have made it very easy for instructors to cover what they want.
This is still, first and foremost, an advertising book. We think that advertising and promotion should be discussed between the covers of the same book, just as their coordinated integration should occur in practice.
Part 1 The Process: Advertising and Integrated Brand Promotion in Business and Society
Part 2 The Planning: Analyzing the Advertising and Integrated Brand Promotion Environment
Part 3 Preparing the Message
Part 4 Placing the Message in Conventional and "New" Media
Part 5 Integrated Brand Promotion