Canadian Advertising in Action, Eighth Edition, retains important and popular elements of the previous editions—including the dynamic 4-color design introduced in the seventh edition. The text is presented in a practical, student-oriented style and provides a good balance between theory and practice. While written from a Canadian perspective, this text also considers global influences on integrated marketing communications. All media information and data in the eighth edition are Canadian – an important consideration for students who someday could be employed in the Canadian communications industry. The examples and plans included in this book embrace business-to-consumer situations, business-to-business situations, product situations, and service situations.

From the Back Cover

Practical, student-oriented, balanced. . .

Canadian Advertising in Action is our country’s most

relied-upon text for the course!

This eighth edition of Keith Tuckwell’s respected text gives you the information you need to understand the intricacies of advertising in Canada. Written from a Canadian perspective, the book considers the influences on communications from all over the world, while all media information and data in the eighth edition are Canadian.

Throughout this updated edition, you’ll find fascinating examples and plans that embrace business-to-consumer situations, business-to-business situations, product situations, and service situations.

PLUS! You’ll find fascinating information on:

The transition to integrated marketing communications and the need for planners of advertising and marketing communications strategies to adjust their thinking process accordingly.

The rapid pace of change in the digital media arena, new coverage of interactive media, and the latest trends and practices in the digital media environment.

…And new and updated features and illustrations, including:

New ads that aptly demonstrate important advertising and marketing communications concepts.

New Advertising in Action vignettes that reflect newsworthy stories about advertisers or agencies and embrace a cross-section of companies and industries.

New cases that involve developing an advertising plan or marketing communications plan.

An updated marketing communications plan that illustrates how various components of marketing communications are integrated together.

"About this title" may belong to another edition of this title.

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