One of the best selling advertising texts, this book is well-known for its current examples, the authors ability to pull from real-world experiences, and the clear writing style. In this edition, Arens also addresses the importance of Integrated Marketing Communications (IMC) and how it impacts advertising strategy through many examples of IMC campaigns. This text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples. Presenting advertising from a creative stand-point and using real- world examples, this text addresses the world of contemporary advertising. The text emphasizes the importance of Integrated Marketing Communications and how it impacts advertising strategy.