Streamlined Content: The 8th edition features expanded coverage of modern topics and a corresponding reduction of universally known material. For example, in Chapter 15: The Internet and Interactive Media, concepts that are no longer new (i.e. search engines and search optimization) are touched lighter than topics like wireless technology, which are given more treatment. The benefit to the student is twofold: 1) They relate (and thus are more connected) with the up-to-date concepts and technology and 2) They learn how they are translated realistically in the business world.

New Videos: There are new videos with this book. One segment, showcasing the successful IMC campaign of The California Milk Advisory Board, illustrates to students the variety of ways product messages are delivered (radio, point-of-purchase, TV, etc) and how they work harmoniously together.

New Diversity Perspectives: These boxed sections highlight the industry’s move to market to diverse audiences. Targeted campaigns and specialty agencies are highlighted, showing student the steps advertisers take to market certain products to certain audiences.

More Career Coverage: Sprinkled throughout the text are Career Profiles, a feature that introduces successful individuals working in a number of fields. These profiles highlight problems, issues, successes, and failures faced by individuals working and illustrate to the students how text concepts, theories, and applications are put into practice in everyday situations. In addition to this coverage, there is a career section on the website that will provide future-minded students with even more guidance.