Canadian Advertising in Action

Practical, student-oriented, balanced. . . Canadian Advertising in Actionis 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 adsthat aptly demonstrate important advertising and marketing communications concepts. NewAdvertising in Actionvignettes that reflect newsworthy stories about advertisers or agencies and embrace a cross-section of companies and industries. Newcasesthat involve developing an advertising plan or marketing communications plan. An updatedmarketing communications planthat illustrates how various components of marketing communications are integrated together.Tuckwell, Keith J. is the author of 'Canadian Advertising in Action' with ISBN 9780132405744 and ISBN 0132405741.