Canadian Advertising in Action, Eighth Edition, retains important and popular elements of the previous editions—including the dynamic 4-color design introduced in the seventh edition. The text is presented in a practical, student-oriented style and provides a good balance between theory and practice. While written from a Canadian perspective, this text also considers global influences on integrated marketing communications. All media information and data in the eighth edition are Canadian – an important consideration for students who someday could be employed in the Canadian communications industry. The examples and plans included in this book embrace business-to-consumer situations, business-to-business situations, product situations, and service situations.