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The research aims to activate the concept of integration in marketing communication campaigns by integrating a combination of marketing communication tools such as advertising, personal selling, sales promotion, public relations and direct marketing in one model that unites communication efforts to work together in harmony, The big idea of the campaign is the basis of access to an integrated marketing communication campaign . The descriptive approach was followed in the study . The study reached several results as : integrated marketing communication is a more comprehensive communication than traditional marketing communication, and it's an interactive dialogue between the parties, the big idea of the campaign contribute to drive more successful, integrated marketing campaigns, also it supports the brand and contribute to building a strong image brand image, this is one of the goals of integrated marketing communications campaigns, as well . It also effectively influences the behavior of the target audience and drives it to take a certain reaction towards the advertisements, the big successful idea contribute to transfer society from the traditional to the limits of creativity. In the light of the results of the research, the study recommends the need to rely on the idea of ​​integration in the marketing communication campaigns for interactive dialogue between the parties of the communication, and the necessity to study the target audience comprehensively and deeply as it is the starting point for any integrated marketing campaign, the need to pay attention to the development of creative thinking skills of the advertising designers to reach new and effective advertising ideas, and rely on teamwork and give importance to all the ideas that they produce, it is possible to get the big idea from the simplest ones.

The objective of this paper is to present a teaching resource for Arabic as a foreign language, developed within the context of the European project E-LENGUA. E-LENGUA is funded by Erasmus+ programme and it aims at developing new resources and sharing good practices in foreign language teaching using modern information and communication technologies. The resource consists of subtitling a set of ten episodes of the Egyptian TV series, Dhat. The subtitles are in Spanish and the series depicts the evolution of the Egyptian society, from the fifties until the Egyptian Revolution in 2011 through the biography of Dhat, an Egyptian middle class girl born in the fifties in Cairo. The paper is divided into four sections. The first is an introduction covering the theoretical framework. The second presents the methodology and the scope of work. The learning activities and its evaluation are addressed in the third section. Finally, the conclusions and future work are presented.