A new approach to integrating ethics into IMC programs. The first edition of this text contained a stand-alone chapter on regulations and ethics. This edition features ethics issues that are part of each chapter. The Ethical Issues boxes are designed to identify key issues in the chapter that raise ethical concerns. The legal issues associated with advertising regulation are located in Chapter 12, where they are discussed in conjunction with public relations. Having already covered the major forms of marketing communications, students are better able to understand the role of regulations at this point in the course.

Greater emphasis on brands. Brand management is presented throughout the text where it is applicable to the IMC issue involved. This discussion builds on materials presented in Chapter 2 regarding corporate image, brand management, brand equity, and brand parity.

PART 1 THE IMC FOUNDDATION 2
1. Integrated Marketing Communications 2
2. Corporate Image and Brand Management
3. Buyer Behaviors
4. Promotions Opportunity Analysis

PART 2 IMC ADVERTISING TOOLS
5. Advertising Management
6. Advertising Design: Theoretical Frameworks and Types of
Appeals
7. Advertising Design: Message Strategies And Executional
Frameworks
8. Advertising Media Selection

PART 3 IMC PROMOTIONAL TOOLS
9. Trade Promotions
10. Consumer Promotions
,etc.