Giving the reader the tools they need to communicate more effectively to build memorable brands, the fifth edition addresses some of the key issues impacting our industry today, such as gender equality, diversity in the workplace and business ethics. Marcel Jennings, a new co-author for the new edition, brings a fresh perspective from his background as a copywriter, creative director and from teaching at Virginia Commonwealth University.




New to this edition:




Updated content for each chapter includes the latest trends in digital technology from AI to VR and continued emphasis on the global marketplace
A new focus on Gen Z, as they enter classrooms, and Millennials, as they prepare to enter the job market, connects the content to the next generation of advertising professionals
An enhanced Survival Guide offers valuable tips for getting a job, thriving in the position, and standing out in an increasingly competitive industry
Unique insights from working professionals in each chapter including all new Pro Tips and inspiring stories from Rising Stars keep readers up-to-date and connected to the advertising world
Revised exercises and a What Would You Do? case study at the end of each chapter exercise readers' problem solving skills and encourage them to think outside the box.