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• Table of Contents and Preface
  • Cover Page
  • Title Page
  • Copyright
  • Dedication
  • About the Authors
  • Preface
    • The Changing World of Advertising and Promotion
    • Organization of This Text
    • Chapter Features
  • Acknowledgments
  • Connect
  • Brief Contents
  • Detailed Contents
• Chapter 1: An Introduction to Integrated Marketing Communications
  • Chapter 1 Introduction
  • The Growth of Advertising and Promotion
  • The Role of Marketing
    • The Marketing Mix
  • Integrated Marketing Communications
    • The Evolution of IMC
    • A Contemporary Perspective of IMC
    • Reasons for the Growing Importance of IMC
    • Challenges Impacting IMC
    • The Role of IMC in Branding
  • The Promotional Mix: The Tools for IMC
    • Advertising
    • Direct Marketing
    • Digital/Internet Marketing
    • Sales Promotion
    • Publicity/Public Relations
    • Personal Selling
  • IMC Involves Audience Contacts
    • Paid, Owned, and Earned Media
  • The IMC Planning Process
    • Review of the Marketing Plan
    • Promotional Program Situation Analysis
    • Analysis of the Communication Process
    • Budget Determination
    • Developing the Integrated Marketing Communications Program
    • Monitoring, Evaluation, and Control
  • Perspective and Organization of This Text
  • Chapter 1 Summary
  • Chapter 1 Key Terms
  • Chapter 1 Discussion Questions
• Chapter 2: The Role of IMC in the Marketing Process
  • Chapter 2 Introduction
  • Marketing Strategy and Analysis
    • Opportunity Analysis
    • Competitive Analysis
    • Target Market Selection
  • The Target Marketing Process
    • Identifying Markets
    • Market Segmentation
    • Selecting a Target Market
    • Market Positioning
  • Developing a Positioning Strategy
    • Positioning by Product Attributes and Benefits
    • Positioning by Price/Quality
    • Positioning by Use or Application
    • Positioning by Product Class
    • Positioning by Product User
    • Positioning by Competitor
    • Positioning by Cultural Symbols
    • Repositioning
  • Developing the Marketing Planning Program
    • Product Decisions
    • Price Decisions
    • Distribution Channel Decisions
    • Developing Promotional Strategies: Push or Pull?
  • The Role of Advertising and Promotion
  • Chapter 2 Summary
  • Chapter 2 Key Terms
  • Chapter 2 Discussion Questions
• Chapter 3: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations
  • Chapter 3 Introduction
  • Participants in the Integrated Marketing Communications Process: An Overview
  • Organizing for Advertising and Promotion in the Firm: The Client’s Role
    • The Centralized System
    • The Decentralized System
    • In-House Agencies
  • Advertising Agencies
    • Agency Consolidation
    • The Ad Agency’s Role
    • Types of Ad Agencies
    • Other Types of Agencies and Services
  • Agency Compensation
    • Commissions from Media
    • Fee, Cost, and Incentive-Based Systems
    • Percentage Charges
    • The Future of Agency Compensation
  • Evaluating Agencies
    • Gaining and Losing Clients
  • Specialized Services
    • Direct-Marketing Agencies
    • Sales Promotion Agencies
    • Public Relations Firms
    • Digital Agencies
  • Collateral Services
  • Integrated Marketing Communications Services
    • Pros and Cons of Integrated Services
    • Responsibility for IMC: Agency versus Client
    • Preparing for the Future
  • Chapter 3 Summary
  • Chapter 3 Key Terms
  • Chapter 3 Discussion Questions
• Chapter 4: Perspectives on Consumer Behavior
  • Chapter 4 Introduction
  • An Overview of Consumer Behavior
  • The Consumer Decision-Making Process
    • Problem Recognition
    • Examining Consumer Motivations
    • Information Search
    • Perception
    • Alternative Evaluation
    • Attitudes
    • Integration Processes and Decision Rules
    • Purchase Decision
    • Postpurchase Evaluation
    • Variations in Consumer Decision Making
  • The Consumer Learning Process
    • Behavioral Approach
    • Cognitive Learning Theory
  • Environmental Influences on Consumer Behavior
    • Culture
    • Subcultures
    • Social Class
    • Reference Groups
    • Situational Determinants
  • Alternative Approaches to Consumer Behavior
    • New Methodologies
    • New Insights
  • Chapter 4 Summary
  • Chapter 4 Key Terms
  • Chapter 4 Discussion Questions
• Chapter 5: The Communication Process
  • Chapter 5 Introduction
  • The Nature of Communication
  • Basic Model of Communication
    • Source Encoding
    • Message
    • Channel
    • Receiver/Decoding
    • Noise
    • Response/Feedback
  • Analyzing the Receiver
    • Identifying the Target Audience
  • The Response Process
    • Traditional Response Hierarchy Models
    • Alternative Response Hierarchies
    • Implications of the Response Process Models
    • The Social Consumer Decision Journey
  • Cognitive Processing of Communications
    • The Cognitive Response Approach
    • The Elaboration Likelihood Model
  • Summarizing the Response Process and the Effects of Advertising
  • Chapter 5 Summary
  • Chapter 5 Key Terms
  • Chapter 5 Discussion Questions
• Chapter 6: Source, Message, and Channel Factors
  • Chapter 6 Introduction
  • Promotional Planning Through the Persuasion Matrix
  • Source Factors
    • Source Credibility
    • Source Attractiveness
  • Choosing a Celebrity Endorser
    • Applying Likability Decorative Models
    • Source Power
  • Message Factors
    • Message Structure
    • Message Appeals
  • Channel Factors
    • Personal versus Nonpersonal Channels
    • Effects of Alternative Mass Media
    • Effects of Context and Environment
    • Clutter
  • Chapter 6 Summary
  • Chapter 6 Key Terms
  • Chapter 6 Discussion Questions
• Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
  • Chapter 7 Introduction
  • The Value of Objectives
    • Communications
    • Planning and Decision Making
    • Measurement and Evaluation of Results
  • Determining Integrated Marketing Communications Objectives
    • Marketing versus Communications Objectives
  • Sales versus Communications Objectives
    • Sales-Oriented Objectives
    • Communications Objectives
  • DAGMAR: An Approach to Setting Objectives
    • Characteristics of Objectives
    • Assessment of DAGMAR
  • Problems in Setting Objectives
    • Improving Promotional Planners’ Use of Objectives
    • Setting Objectives for the IMC Program
  • Establishing and Allocating the Promotional Budget
    • Establishing the Budget
    • Budgeting Approaches
    • Allocating the Budget
  • Chapter 7 Summary
  • Chapter 7 Key Terms
  • Chapter 7 Discussion Questions
• Chapter 8: Creative Strategy: Planning and Development
  • Chapter 8 Introduction
  • The Importance of Creativity in Advertising
  • Advertising Creativity
    • What Is Creativity?
    • Different Perspectives on Advertising Creativity
    • Determinants of Creativity
  • Planning Creative Strategy
    • The Creative Challenge
    • Taking Creative Risks
    • The Perpetual Debate: Creative versus Hard-Sell Advertising
    • Creative Personnel
  • The Creative Process
    • Account Planning
    • Inputs to the Creative Process: Preparation, Incubation, Illumination
    • Inputs to the Creative Process: Verification, Revision
  • Creative Strategy Development
    • Advertising Campaigns
    • Creative Brief
    • The Search for the Major Selling Idea
    • Developing the Major Selling Idea
    • Contemporary Approaches to the Big Idea
  • Chapter 8 Summary
  • Chapter 8 Key Terms
  • Chapter 8 Discussion Questions
• Chapter 9: Creative Strategy: Implementation and Evaluation
  • Chapter 9 Introduction
  • Appeals and Execution Styles
    • Advertising Appeals
    • Advertising Execution
  • Creative Tactics
    • Creative Tactics for Print Advertising
    • Creative Tactics for Television
    • Creative Tactics for Online Advertising
  • Client Evaluation and Approval of Creative Work
    • Guidelines for Evaluating Creative Output
  • Chapter 9 Summary
  • Chapter 9 Key Terms
  • Chapter 9 Discussion Questions
• Chapter 10: Media Planning and Strategy
  • Chapter 10 Introduction
  • An Overview of Media Planning
    • Some Basic Terms and Concepts
    • The Media Plan
    • Problems in Media Planning
  • Developing the Media Plan
  • Market Analysis and Target Market Identification
    • To Whom Will We Advertise?
    • What Internal and External Factors Are Operating?
    • Where to Promote?
  • Establishing Media Objectives
  • Developing and Implementing Media Strategies
    • The Media Mix
    • Target Market Coverage
    • Geographic Coverage
    • Scheduling
    • Reach versus Frequency
    • Creative Aspects and Mood
    • Flexibility
    • Budget Considerations
  • Evaluation and Follow-Up
  • Characteristics of Media
  • Chapter 10 Summary
  • Chapter 10 Key Terms
  • Chapter 10 Discussion Questions
  • Chapter 10 Appendix A
• Chapter 11: Evaluation of Media: Television and Radio
  • Chapter 11 Introduction
  • Television
    • Advantages of Television
    • Limitations of Television
  • Buying Television Time
    • Network versus Spot
    • Methods of Buying Time
    • Selecting Time Periods and Programs
    • Cable Television
    • Measuring the TV Audience
  • Radio
    • Advantages of Radio
    • Limitations of Radio
    • Buying Radio Time
    • Time Classifications
    • Audience Information
  • Chapter 11 Summary
  • Chapter 11 Key Terms
  • Chapter 11 Discussion Questions
• Chapter 12: Evaluation of Media: Magazines and Newspapers
  • Chapter 12 Introduction
  • The Role and Value of Magazines and Newspapers
  • Magazines
    • Classifications of Magazines
    • Advantages of Magazines
    • Disadvantages of Magazines
    • Magazine Circulation and Readership
    • Audience Information and Research for Magazines
    • Purchasing Magazine Advertising Space
    • The Future for Magazines
  • Newspapers
    • Types of Newspapers
    • Types of Newspaper Advertising
    • Advantages of Newspapers
    • Limitations of Newspapers
    • The Newspaper Audience
    • Purchasing Newspaper Space
    • The Future for Newspapers
    • Online Delivery and Multiple Platforms
  • Chapter 12 Summary
  • Chapter 12 Key Terms
  • Chapter 12 Discussion Questions
• Chapter 13: Support Media
  • Chapter 13 Introduction
  • The Scope of the Support Media Industry
  • Traditional Support Media
    • Out of Home Advertising (OOH)
    • Place-Based Out of Home Media
    • Miscellaneous Out of Home Media
    • Transit Advertising
    • Measurement in Out of Home Media
  • Promotional Products Marketing
    • Advantages and Disadvantages of Promotional Products Marketing
    • Measurement in Promotional Products Marketing
  • Other Traditional Support Media
    • Advertising in Movie Theaters
  • Nontraditional Support Media
    • Branded Entertainment
    • Guerrilla Marketing
    • Miscellaneous Other Media
  • Chapter 13 Summary
  • Chapter 13 Key Terms
  • Chapter 13 Discussion Questions
• Chapter 14: Direct Marketing
  • Chapter 14 Introduction
  • Direct Marketing
    • Defining Direct Marketing
    • The Growth of Direct Marketing
    • The Role of Direct Marketing in the IMC Program
    • Direct-Marketing Objectives
    • Direct-Marketing Strategies and Media
  • Direct Selling
  • Evaluating the Effectiveness of Direct Marketing
    • Advantages and Disadvantages of Direct Marketing
  • Chapter 14 Summary
  • Chapter 14 Key Terms
  • Chapter 14 Discussion Questions
• Chapter 15: The Internet: Digital and Social Media
  • Chapter 15 Introduction
  • The Growth of the Internet
    • Why the Rapid Adoption of the Internet?
    • Web Objectives
    • E-Commerce
  • The Internet and Integrated Marketing Communications
    • Advertising on the Internet
    • IMC Using Social and Other Media—Web 2.0
    • Sales Promotion on the Internet
    • Personal Selling on the Internet
    • Public Relations on the Internet
    • Direct Marketing on the Internet
  • Mobile
    • The Role of Mobile in the IMC Process
    • Disadvantages of Mobile
  • Social Media Management Programs
  • Internet Metrics
    • Audience Measures and Measures of Effectiveness
  • Advantages and Disadvantages of the Internet and Digital and Social Media
  • Chapter 15 Summary
  • Chapter 15 Key Terms
  • Chapter 15 Discussion Questions
• Chapter 16: Sales Promotion
  • Chapter 16 Introduction
  • The Scope and Role of Sales Promotion
  • The Importance of Sales Promotion
    • Reasons for the Increase and Importance of Sales Promotion
    • Concerns about the Increased Role of Sales Promotion
    • Consumer Franchise-Building versus Nonfranchise-Building Promotions
  • Consumer-Oriented Sales Promotion
    • Objectives of Consumer-Oriented Sales Promotion
  • Consumer-Oriented Sales Promotion Techniques
    • Sampling
    • Couponing
    • Premiums
    • Contests and Sweepstakes
    • Refunds and Rebates
    • Bonus Packs
    • Price-Off Deals
    • Loyalty Programs
    • Event Marketing
    • Summary of Consumer-Oriented Promotions and Marketer Objectives
  • Trade-Oriented Sales Promotion
    • Objectives of Trade-Oriented Sales Promotion
    • Types of Trade-Oriented Promotions
  • Coordinating Sales Promotion with Advertising and Other IMC Tools
    • Budget Allocation
    • Coordination of Ad and Promotion Themes
    • Media Support and Timing
  • Sales Promotion Abuse
  • Chapter 16 Summary
  • Chapter 16 Key Terms
  • Chapter 16 Discussion Questions
• Chapter 17: Public Relations, Publicity, and Corporate Advertising
  • Chapter 17 Introduction
  • Public Relations
    • The Traditional Definition of PR
    • The New Role of PR
    • Integrating PR into the Promotional Mix
    • Marketing Public Relations Functions
  • The Process of Public Relations
    • Determining and Evaluating Public Attitudes
    • Establishing a PR Plan
    • Developing and Executing the PR Program
    • Advantages and Disadvantages of PR
    • Measuring the Effectiveness of PR
  • Publicity
    • The Power of Publicity
    • The Control and Dissemination of Publicity
    • Advantages and Disadvantages of Publicity
    • Measuring the Effectiveness of Publicity
  • Corporate Advertising
    • Objectives of Corporate Advertising
    • Types of Corporate Advertising
    • Advantages and Disadvantages of Corporate Advertising
    • Measuring the Effectiveness of Corporate Advertising
  • Chapter 17 Summary
  • Chapter 17 Key Terms
  • Chapter 17 Discussion Questions
• Chapter 18: Measuring the Effectiveness of the Promotional Program
  • Chapter 18 Introduction
  • Arguments for and Against Measuring Effectiveness
    • Reasons to Measure Effectiveness
    • Reasons Not to Measure Effectiveness
  • Conducting Research to Measure Advertising Effectiveness
    • What to Test
    • When to Test
    • Where to Test
    • How to Test
  • The Testing Process
    • Concept Generation and Testing
    • Rough Art, Copy, and Commercial Testing
    • Pretesting of Finished Ads
    • Market Testing of Ads
  • Establishing a Program for Measuring Advertising Effects
    • Problems with Current Research Methods
    • Essentials of Effective Testing
  • Measuring the Effectiveness of Other Program Elements
    • Measuring the Effectiveness of Sales Promotions
    • Measuring the Effectiveness of Nontraditional Media
    • Measuring the Effectiveness of Sponsorships
    • Measuring the Effectiveness of Other IMC Program Elements
  • Chapter 18 Summary
  • Chapter 18 Key Terms
  • Chapter 18 Discussion Questions
• Chapter 19: International Advertising and Promotion
  • Chapter 19 Introduction
  • The Importance of International Markets
  • The Role of International Advertising and Promotion
  • The International Environment
    • The Economic Environment
    • The Demographic Environment
    • The Cultural Environment
    • The Political/Legal Environment
  • Global Versus Localized Advertising
    • Advantages of Global Marketing and Advertising
    • Problems with Global Advertising
    • When Is Globalization Appropriate?
    • Global Products, Local Messages
  • Decision Areas in International Advertising
    • Organizing for International Advertising
    • Agency Selection
    • Creative Decisions
    • Media Selection
  • The Roles of Other Promotional-Mix Elements in International Marketing
    • Sales Promotion
    • Public Relations
    • Digital and Social Media
  • Chapter 19 Summary
  • Chapter 19 Key Terms
  • Chapter 19 Discussion Questions
• Chapter 20: Regulation of Advertising and Promotion
  • Chapter 20 Introduction
  • Overview of Regulation
  • Self-Regulation
    • Self-Regulation by Advertisers and Agencies
    • Self-Regulation by Trade Associations
    • Self-Regulation by Businesses
    • BBB National Programs and the NAD/NARB
    • Self-Regulation by Media
    • Appraising Self-Regulation
  • Federal Regulation of Advertising
    • Advertising and the First Amendment
    • Background on Federal Regulation of Advertising
    • The Federal Trade Commission
    • The Concept of Unfairness
    • Deceptive Advertising
    • The FTC’s Handling of Deceptive Advertising Cases
    • Developments in Federal Regulation by the FTC
    • Additional Federal Regulatory Agencies
    • The Lanham Act
  • State Regulation
  • Regulation of Other Promotional Areas
    • Sales Promotion
    • Direct Marketing
    • Marketing on the Internet
  • Chapter 20 Summary
  • Chapter 20 Key Terms
  • Chapter 20 Discussion Questions
• Chapter 21: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
  • Chapter 21 Introduction
  • Advertising and Promotion Ethics
  • Social and Ethical Criticisms of Advertising
    • Advertising as Untruthful or Deceptive
    • Advertising as Offensive or in Bad Taste
    • Advertising and Children
    • Social and Cultural Consequences
    • Summarizing Social Effects
  • Economic Effects of Advertising
    • Effects on Consumer Choice
    • Effects on Competition
    • Effects on Product Costs and Prices
    • Summarizing Economic Effects
  • Chapter 21 Summary
  • Chapter 21 Key Terms
  • Chapter 21 Discussion Questions
• Chapter 22: Personal Selling
  • Chapter 22 Introduction
  • The Scope of Personal Selling
  • The Role of Personal Selling in the IMC Program
    • Determining the Role of Personal Selling
    • The Nature of Personal Selling
  • Advantages and Disadvantages of Personal Selling
  • Combining Personal Selling with Other Promotional Tools
    • Combining Personal Selling and Advertising
    • Combining Personal Selling and Public Relations
    • Combining Personal Selling and Direct Marketing
    • Combining Personal Selling and Sales Promotion
    • Combining Personal Selling with the Internet
  • Evaluating the Personal-Selling Effort
    • Criteria for Evaluating Personal Selling
  • Chapter 22 Summary
  • Chapter 22 Key Terms
  • Chapter 22 Discussion Questions
• Glossary
  • Glossary of Advertising and Promotion Terms
• Endnotes
  • Endnotes
    • Chapter 1
    • Chapter 2
    • Chapter 3
    • Chapter 4
    • Chapter 5
    • Chapter 6
    • Chapter 7
    • Chapter 8
    • Chapter 9
    • Chapter 10
    • Chapter 11
    • Chapter 12
    • Chapter 13
    • Chapter 14
    • Chapter 15
    • Chapter 16
    • Chapter 17
    • Chapter 18
    • Chapter 19
    • Chapter 20
    • Chapter 21
    • Chapter 22
• Name and Company Index
  • Name and Company Index
• Subject Index
  • Subject Index
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  • Figure 10-6 Text Alternative (Chapter 10)
  • Figure 10-12 Text Alternative (Chapter 10)
  • Figure 10-14 Text Alternative (Chapter 10)
  • Figure 10-16 Text Alternative (Chapter 10)
  • Figure 10-17 Text Alternative (Chapter 10)
  • Figure 10-18 Text Alternative (Chapter 10)
  • Figure 10-20 Text Alternative (Chapter 10)
  • ASICS America Summary Flowchart Text Alternative (Chapter 10)
  • Exhibit 11-2 Text Alternative (Chapter 11)
  • Exhibit 11-4 Text Alternative (Chapter 11)
  • Exhibit 11-5 Text Alternative (Chapter 11)
  • Exhibit 11-6 Text Alternative (Chapter 11)
  • Exhibit 11-7 Text Alternative (Chapter 11)
  • Exhibit 11-9 Text Alternative (Chapter 11)
  • Exhibit 11-10 Text Alternative (Chapter 11)
  • Exhibit 11-11 Text Alternative (Chapter 11)
  • Exhibit 11-12 Text Alternative (Chapter 11)
  • Exhibit 11-13 Text Alternative (Chapter 11)
  • Exhibit 11-14 Text Alternative (Chapter 11)
  • Figure 11-4 Text Alternative (Chapter 11)
  • Exhibit 11-15 Text Alternative (Chapter 11)
  • Figure 11-5 Text Alternative (Chapter 11)
  • Exhibit 11-16 Text Alternative (Chapter 11)
  • Exhibit 11-17 Text Alternative (Chapter 11)
  • Exhibit 11-18 Text Alternative (Chapter 11)
  • Exhibit 11-19 Text Alternative (Chapter 11)
  • Exhibit 11-21 Text Alternative (Chapter 11)
  • Exhibit 12-1 Text Alternative (Chapter 12)
  • Exhibit 12-2 Text Alternative (Chapter 12)
  • Exhibit 12-3 Text Alternative (Chapter 12)
  • Exhibit 12-4 Text Alternative (Chapter 12)
  • Exhibit 12-5 Text Alternative (Chapter 12)
  • Exhibit 12-6 Text Alternative (Chapter 12)
  • Exhibit 12-7 Text Alternative (Chapter 12)
  • Exhibit 12-8 Text Alternative (Chapter 12)
  • Exhibit 12-9 Text Alternative (Chapter 12)
  • Exhibit 12-10 Text Alternative (Chapter 12)
  • Exhibit 12-11 Text Alternative (Chapter 12)
  • Exhibit 12-12 Text Alternative (Chapter 12)
  • Exhibit 12-13 Text Alternative (Chapter 12)
  • Exhibit 12-14 Text Alternative (Chapter 12)
  • Exhibit 12-15 Text Alternative (Chapter 12)
  • Close-up of a Hand Holding a Tab Text Alternative (Chapter 12)
  • Exhibit 12-16 Text Alternative (Chapter 12)
  • Exhibit 12-17 Text Alternative (Chapter 12)
  • Exhibit 12-19 Text Alternative (Chapter 12)
  • Exhibit 12-20 Text Alternative (Chapter 12)
  • Exhibit 12-21 Text Alternative (Chapter 12)
  • Exhibit 12-23 Text Alternative (Chapter 12)
  • Exhibit 12-24 Text Alternative (Chapter 12)
  • Exhibit 12-25 Text Alternative (Chapter 12)
  • Exhibit 12-26 Text Alternative (Chapter 12)
  • Exhibit 12-27 Text Alternative (Chapter 12)
  • Map of the U.S. Text Alternative (Chapter 12)
  • Exhibit 12-28 Text Alternative (Chapter 12)
  • Figure 13-1 Text Alternative (Chapter 13)
  • Exhibit 13-1 Text Alternative (Chapter 13)
  • Exhibit 13-2 Text Alternative (Chapter 13)
  • Exhibit 13-4 Text Alternative (Chapter 13)
  • Exhibit 13-5 Text Alternative (Chapter 13)
  • Exhibit 13-6 Text Alternative (Chapter 13)
  • Figure 13-5 Text Alternative (Chapter 13)
  • Exhibit 13-7 Text Alternative (Chapter 13)
  • Exhibit 13-11 Text Alternative (Chapter 13)
  • A Cup with A Remote Text Alternative (Chapter 14)
  • Exhibit 14-1 Text Alternative (Chapter 14)
  • Exhibit 14-2 Text Alternative (Chapter 14)
  • Exhibit 14-3 Text Alternative (Chapter 14)
  • Exhibit 14-4 Text Alternative (Chapter 14)
  • Exhibit 14-5 Text Alternative (Chapter 14)
  • Exhibit 14-6 Text Alternative (Chapter 14)
  • Exhibit 14-7 Text Alternative (Chapter 14)
  • An Amazon Go Retail Store Text Alternative (Chapter 15)
  • Figure 15-1 Text Alternative (Chapter 15)
  • Figure 15-2 Text Alternative (Chapter 15)
  • Figure 15-3 Text Alternative (Chapter 15)
  • Exhibit 15-1 Text Alternative (Chapter 15)
  • Exhibit 15-3 Text Alternative (Chapter 15)
  • Exhibit 15-4 Text Alternative (Chapter 15)
  • Exhibit 15-6 Text Alternative (Chapter 15)
  • Figure 15-4 Text Alternative (Chapter 15)
  • Figure 15-6 Text Alternative (Chapter 15)
  • Figure 15-7 Text Alternative (Chapter 15)
  • Figure 15-8 Text Alternative (Chapter 15)
  • Exhibit 15-7 Text Alternative (Chapter 15)
  • Exhibit 15-8 Text Alternative (Chapter 15)
  • Exhibit 15-10 Text Alternative (Chapter 15)
  • Exhibit 15-11 Text Alternative (Chapter 15)
  • Exhibit 15-12 Text Alternative (Chapter 15)
  • Exhibit 15-13 Text Alternative (Chapter 15)
  • Exhibit 15-14 Text Alternative (Chapter 15)
  • Exhibit 15-15 Text Alternative (Chapter 15)
  • A Google and Hubspot Text Alternative (Chapter 15)
  • Exhibit 15-16 Text Alternative (Chapter 15)
  • Exhibit 15-17 Text Alternative (Chapter 15)
  • Exhibit 15-18 Text Alternative (Chapter 15)
  • Exhibit 15-19 Text Alternative (Chapter 15)
  • Exhibit 15-20 Text Alternative (Chapter 15)
  • An Avast Blog Text Alternative (Chapter 15)
  • Chipotle Mexican Grill Webpage Shows Tortilla Chips Text Alternative (Chapter 16)
  • Exhibit 16-1 Text Alternative (Chapter 16)
  • Figure 16-1 Text Alternative (Chapter 16)
  • Exhibit 16-3 Text Alternative (Chapter 16)
  • Exhibit 16-5 Text Alternative (Chapter 16)
  • Exhibit 16-6 Text Alternative (Chapter 16)
  • Figure 16-2 Text Alternative (Chapter 16)
  • Exhibit 16-7 Text Alternative (Chapter 16)
  • Exhibit 16-8 Text Alternative (Chapter 16)
  • Exhibit 16-9 Text Alternative (Chapter 16)
  • Exhibit 16-10 Text Alternative (Chapter 16)
  • Exhibit 16-12 Text Alternative (Chapter 16)
  • Burger King Webpage Shows the Whopper Detour for 1 Cent Text Alternative (Chapter 16)
  • Exhibit 16-13 Text Alternative (Chapter 16)
  • Exhibit 16-14 Text Alternative (Chapter 16)
  • Exhibit 16-16 Text Alternative (Chapter 16)
  • Exhibit 16-17 Text Alternative (Chapter 16)
  • Exhibit 16-18 Text Alternative (Chapter 16)
  • Exhibit 16-20 Text Alternative (Chapter 16)
  • Exhibit 16-21 Text Alternative (Chapter 16)
  • Exhibit 16-22 Text Alternative (Chapter 16)
  • Exhibit 16-23 Text Alternative (Chapter 16)
  • Exhibit 16-24 Text Alternative (Chapter 16)
  • Exhibit 16-25 Text Alternative (Chapter 16)
  • Exhibit 16-26 Text Alternative (Chapter 16)
  • Exhibit 16-27 Text Alternative (Chapter 16)
  • Exhibit 16-28 Text Alternative (Chapter 16)
  • Exhibit 16-29 Text Alternative (Chapter 16)
  • Exhibit 16-30 Text Alternative (Chapter 16)
  • Exhibit 16-31 Text Alternative (Chapter 16)
  • Exhibit 16-32 Text Alternative (Chapter 16)
  • Exhibit 16-33 Text Alternative (Chapter 16)
  • Exhibit 16-34 Text Alternative (Chapter 16)
  • Exhibit 16-35 Text Alternative (Chapter 16)
  • Exhibit 16-36 Text Alternative (Chapter 16)
  • Exhibit 16-37 Text Alternative (Chapter 16)
  • Exhibit 16-38 Text Alternative (Chapter 16)
  • Exhibit 17-2 Text Alternative (Chapter 17)
  • Exhibit 17-3 Text Alternative (Chapter 17)
  • Exhibit 17-4 Text Alternative (Chapter 17)
  • Exhibit 17-5 Text Alternative (Chapter 17)
  • Exhibit 17-6 Text Alternative (Chapter 17)
  • Exhibit 17-7 Text Alternative (Chapter 17)
  • Exhibit 17-8 Text Alternative (Chapter 17)
  • Exhibit 17-10 Text Alternative (Chapter 17)
  • Exhibit 17-11 Text Alternative (Chapter 17)
  • Exhibit 17-12 Text Alternative (Chapter 17)
  • Exhibit 17-13 Text Alternative (Chapter 17)
  • Exhibit 17-14 Text Alternative (Chapter 17)
  • Exhibit 17-15 Text Alternative (Chapter 17)
  • Exhibit 17-16 Text Alternative (Chapter 17)
  • Figure 17-7 Text Alternative (Chapter 17)
  • Exhibit 17-18 Text Alternative (Chapter 17)
  • Exhibit 17-19 Text Alternative (Chapter 17)
  • Exhibit 17-20 Text Alternative (Chapter 17)
  • Exhibit 17-21 Text Alternative (Chapter 17)
  • A U.N. Advertisement Shows People Walking with Flock Text Alternative (Chapter 17)
  • Words That Marketers Use to Describe Effective TV Ads Include Text Alternative (Chapter 18)
  • A Number of Panels Show Articles From Different Advertising Agencies Text Alternative (Chapter 18)
  • Exhibit 18-1 Text Alternative (Chapter 18)
  • Exhibit 18-3 Text Alternative (Chapter 18)
  • Exhibit 18-4 Text Alternative (Chapter 18)
  • Exhibit 18-5 Text Alternative (Chapter 18)
  • Exhibit 18-6 Text Alternative (Chapter 18)
  • Exhibit 18-7 Text Alternative (Chapter 18)
  • Exhibit 18-8 Text Alternative (Chapter 18)
  • Exhibit 18-16 Text Alternative (Chapter 18)
  • A Cycle Shows Parameters of Analytics Engine Leading to Consumer Response Text Alternative (Chapter 18)
  • Exhibit 18-18 Text Alternative (Chapter 18)
  • Exhibit 19-1 Text Alternative (Chapter 19)
  • Exhibit 19-2 Text Alternative (Chapter 19)
  • Figure 19-2 Text Alternative (Chapter 19)
  • Exhibit 19-4 Text Alternative (Chapter 19)
  • Exhibit 19-4 Text Alternative (Chapter 19)
  • Tweet by Ford Middle East Text Alternative (Chapter 19)
  • A Large Stadium Text Alternative (Chapter 19)
  • Exhibit 19-6 Text Alternative (Chapter 19)
  • Exhibit 19-8 Text Alternative (Chapter 19)
  • Exhibit 19-9 Text Alternative (Chapter 19)
  • Set of Different Advertisements Text Alternative (Chapter 19)
  • Exhibit 19-10 Text Alternative (Chapter 19)
  • Exhibit 19-11 Text Alternative (Chapter 19)
  • Exhibit 19-11 Text Alternative (Chapter 19)
  • Exhibit 19-12 Text Alternative (Chapter 19)
  • Exhibit 19-13 Text Alternative (Chapter 19)
  • Exhibit 19-14 Text Alternative (Chapter 19)
  • Exhibit 19-15 Text Alternative (Chapter 19)
  • Exhibit 19-16 Text Alternative (Chapter 19)
  • Exhibit 19-17 Text Alternative (Chapter 19)
  • Exhibit 19-18 Text Alternative (Chapter 19)
  • Exhibit 19-19 Text Alternative (Chapter 19)
  • Exhibit 19-20 Text Alternative (Chapter 19)
  • Exhibit 19-21 Text Alternative (Chapter 19)
  • Instagram Story from Kim Kardashian Text Alternative (Chapter 20)
  • Exhibit 20-1 Text Alternative (Chapter 20)
  • Exhibit 20-2 Text Alternative (Chapter 20)
  • Exhibit 20-3 Text Alternative (Chapter 20)
  • Exhibit 20-4 Text Alternative (Chapter 20)
  • Exhibit 20-5 Text Alternative (Chapter 20)
  • Exhibit 20-7 Text Alternative (Chapter 20)
  • Exhibit 20-8 Text Alternative (Chapter 20)
  • Exhibit 20-9 Text Alternative (Chapter 20)
  • Exhibit 20-10 Text Alternative (Chapter 20)
  • Exhibit 20-11 Text Alternative (Chapter 20)
  • Exhibit 20-12 Text Alternative (Chapter 20)
  • Exhibit 20-13 Text Alternative (Chapter 20)
  • Figure 20-5 Text Alternative (Chapter 20)
  • Exhibit 20-15 Text Alternative (Chapter 20)
  • Exhibit 20-17 Text Alternative (Chapter 20)
  • Exhibit 20-18 Text Alternative (Chapter 20)
  • Exhibit 20-19 Text Alternative (Chapter 20)
  • Exhibit 20-20 Text Alternative (Chapter 20)
  • Exhibit 20-21 Text Alternative (Chapter 20)
  • Exhibit 20-22 Text Alternative (Chapter 20)
  • Exhibit 20-23 Text Alternative (Chapter 20)
  • Exhibit 20-24 Text Alternative (Chapter 20)
  • Exhibit 20-25 Text Alternative (Chapter 20)
  • Exhibit 20-26 Text Alternative (Chapter 20)
  • A Balenciaga Advertisement Text Alternative (Chapter 21)
  • Exhibit 21-1 Text Alternative (Chapter 21)
  • Exhibit 21-2 Text Alternative (Chapter 21)
  • Exhibit 21-3 Text Alternative (Chapter 21)
  • Exhibit 21-4 Text Alternative (Chapter 21)
  • Exhibit 21-5 Text Alternative (Chapter 21)
  • Exhibit 21-6 Text Alternative (Chapter 21)
  • Exhibit 21-7 Text Alternative (Chapter 21)
  • Exhibit 21-8 Text Alternative (Chapter 21)
  • Figure 21-1 Text Alternative (Chapter 21)
  • Exhibit 21-11 Text Alternative (Chapter 21)
  • Exhibit 21-12 Text Alternative (Chapter 21)
  • Exhibit 21-13 Text Alternative (Chapter 21)
  • Exhibit 21-14 Text Alternative (Chapter 21)
  • Figure 21-3 Text Alternative (Chapter 21)
  • Exhibit 21-15 Text Alternative (Chapter 21)
  • Exhibit 21-16 Text Alternative (Chapter 21)
  • Exhibit 21-17 Text Alternative (Chapter 21)
  • Exhibit 21-18 Text Alternative (Chapter 21)
  • Exhibit 21-19 Text Alternative (Chapter 21)
  • An Old Navy Twitter Post Displays Text Alternative (Chapter 21)
  • Exhibit 21-22 Text Alternative (Chapter 21)
  • Exhibit 21-23 Text Alternative (Chapter 21)
  • Exhibit 21-25 Text Alternative (Chapter 21)
  • Exhibit 21-26 Text Alternative (Chapter 21)
  • Exhibit 21-27 Text Alternative (Chapter 21)
  • Exhibit 21-28 Text Alternative (Chapter 21)
  • Exhibit 21-29 Text Alternative (Chapter 21)
  • Exhibit 21-30 Text Alternative (Chapter 21)
  • Exhibit 21-31 Text Alternative (Chapter 21)
  • A Lufthansa Webpage Text Alternative (Chapter 22)
  • Exhibit 22-1 Text Alternative (Chapter 22)
  • Figure 22-3 Text Alternative (Chapter 22)
  • Exhibit 22-2 Text Alternative (Chapter 22)
  • Exhibit 22-3 Text Alternative (Chapter 22)
  • Exhibit 22-4 Text Alternative (Chapter 22)
  • Exhibit 22-5 Text Alternative (Chapter 22)
  • Exhibit 22-6 Text Alternative (Chapter 22)
  • A Sales and Marketing Management Advertisement Text Alternative (Chapter 22)
  • Exhibit 22-6 Text Alternative (Chapter 22)
  • Exhibit 22-7 Text Alternative (Chapter 22)
  • Exhibit 22-8 Text Alternative (Chapter 22)
  • Exhibit 22-9 Text Alternative (Chapter 22)
  • Exhibit 22-10 Text Alternative (Chapter 22)

  UM RAFBÆKUR Á HEIMKAUP.IS

  Bókahillan þín er þitt svæði og þar eru bækurnar þínar geymdar. Þú kemst í bókahilluna þína hvar og hvenær sem er í tölvu eða snjalltæki. Einfalt og þægilegt!
  
  Rafbók til eignar
  Rafbók til eignar þarf að hlaða niður á þau tæki sem þú vilt nota innan eins árs frá því bókin er keypt.
  
  Þú kemst í bækurnar hvar sem er
  Þú getur nálgast allar raf(skóla)bækurnar þínar á einu augabragði, hvar og hvenær sem er í bókahillunni þinni. Engin taska, enginn kyndill og ekkert vesen (hvað þá yfirvigt).
  
  Auðvelt að fletta og leita
  Þú getur flakkað milli síðna og kafla eins og þér hentar best og farið beint í ákveðna kafla úr efnisyfirlitinu. Í leitinni finnur þú orð, kafla eða síður í einum smelli.
  
  Glósur og yfirstrikanir
  Þú getur auðkennt textabrot með mismunandi litum og skrifað glósur að vild í rafbókina. Þú getur jafnvel séð glósur og yfirstrikanir hjá bekkjarsystkinum og kennara ef þeir leyfa það. Allt á einum stað.
  
  Hvað viltu sjá? / Þú ræður hvernig síðan lítur út
  Þú lagar síðuna að þínum þörfum. Stækkaðu eða minnkaðu myndir og texta með multi-level zoom til að sjá síðuna eins og þér hentar best í þínu námi.
  
  
  
  Fleiri góðir kostir
  - Þú getur prentað síður úr bókinni (innan þeirra marka sem útgefandinn setur)
  - Möguleiki á tengingu við annað stafrænt og gagnvirkt efni, svo sem myndbönd eða spurningar úr efninu
  - Auðvelt að afrita og líma efni/texta fyrir t.d. heimaverkefni eða ritgerðir
  - Styður tækni sem hjálpar nemendum með sjón- eða heyrnarskerðingu