This book presents some of the latest and best thinking on the advantages and challenges of integrated marketing communication. Marketers who read this book will find new ways to think about their day-to-day decisions. They will find strategic and tactical advice, new views of basic marketing relationships, and innovative answers to familiar questions. Marketing professors who read this book will find examples that can make them better teachers. They will find interesting, interactive cases, and front-line perspectives that will prepare their students to confront the integrated future. Marketing researchers who read this book will find concepts and methods that can make their work more valid. The core concept says that the main effects of real-world communication programs are not necessarily the "main effects" researchers measure in traditional surveys and experiments. Instead, in many real communication situations, the main effects are interactions