For Introductory courses in Advertising, offered in Marketing, Journalism and Communication departments.

Advertising: Principles and Effective IMC Practice, 1st Edition is an adaptation of Advertising: Principles and Practice 7th Edition.

It is the only advertising textbook written with an Effective Advertising perspective within an integrated marketing communication (IMC) context.

It is the only advertising textbook that features Asia Pacific advertisements and perspectives from local practitioners.