Today, we are experiencing the most dynamic and revolutionary changes of any era in the history of marketing communications! This title reflects these changes and their implications for the marketer. McGraw Hill Connect ensures demonstration of marketing communications to real-world scenarios with SmartBook, Video Cases, Case Analyses, Application-based Activities and much more. This title contains Ethical, Global and Digital/Social Media Perspectives throughout and explores changes in media consumption patterns and the implications of these changes for IMC strategies and tactics. Provides extensive discussion around challenges facing traditional media such as television, magazines, newspapers, and radio as they compete against digital media. Emphasizes the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.