Contemporary Advertising

Contemporary Advertising, 17th Edition, is a textbook designed to immerse students in the fundamentals of advertising and integrated marketing communications.

The volume examines foundational concepts, including consumer behavior, market segmentation, and research gathered for campaign planning. It explores creative strategy across art and copy alongside media channels spanning print, broadcast, digital interactive, and social platforms.

Designed to support practical learning, the text highlights industry considerations such as consumer privacy, diversity, and inclusion through real-world insights, award-winning examples, and hands-on tools.