Integrated Advertising, Promotion, and Marketing Communications, 8th edition

Examining real-world experiences in communications                                                                                         

• EXPANDED! An active blog is still maintained by the authors at blogclowbaack.net. The authors post weekly news articles, videos, and items of interest to individuals using this text. The blog aims to provide information about current events that relate to the book. Textbook adopters can use these blog entries to enhance classroom presentations or as assignments for individual students or even small groups.
• Interviews and quotes with advertising professionals, integrated throughout the chapters, add commentary and perspective on various marketing and promotions topics and give students an important perspective on real¿-world applications.
• EXPANDED! Many new opening vignettes and cases—including stories about Nescafe, Sephora, and McDonald’s All-Day Breakfast program—keep the book updated and current. These accompany vignettes featured in the 7th Edition regarding Wholly Guacamole, Zehnder Communications, Huggies Pull-ups, and Interstate Batteries, which introduce students to the concepts presented throughout the chapter.
• UPDATED! Increased emphasis on social media highlights how social media is one of the most rapidly evolving aspects of advertising and promotion. Emphasis is placed on the ways companies currently use social media for marketing purposes and how it is integrated with other communication strategies.
• UPDATED! End-of-Chapter Cases aim to help students learn by providing plausible scenarios that require thought about and review of chapter materials. With 12 new cases and additional revisions, the short cases should help students conceptually understand chapter components and larger, more general marketing issues.
• NEW! Significant new advertisements have been added throughout the text. These resulted from interactions with advertising agencies by the authors.
• International marketing issues feature international concerns that match the presented materials. Also, a section called “International Implications” is found at the end of every chapter.
• UPDATED! Current examples give examples of marketing communications principles to provide students with up-¿to-¿date information about companies.
• EXPANDED! Critical-thinking exercises and discussion questions help students comprehend and apply chapter concepts. These exercises are designed to challenge students’ thinking and encourage them to dig deeper. These critical-thinking and discussion exercises require them to apply knowledge to a wide array of marketing situations.
• NEW! Creative Corner exercises give students the opportunity to use their creative abilities by asking them to design advertisements and other marketing-related materials. The exercises help students realize that they are more creative than they might think.
• Integrated learning exercises guide students to the Internet to access information that ties into the subject matter covered. These exercises provide students with an opportunity to look up various companies and organizations to see how they utilize the concepts presented in the chapter.
• UPDATED! The digital media chapter explores how digital media and mobile have changed the ways that companies market products, and outlines the most current industry practices. The section on mobile marketing has been expanded to coincide with a shift of marketing dollars to those activities.

Also available with MyLab Marketing

MyLab™ Marketing is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.

• NEW! MediaShare for Business. Consisting of a curated collection of business videos tagged to learning outcomes and customizable, auto-scored assignments, MediaShare for Business now helps students understand why they are learning key concepts and how they will apply those in their careers. Instructors can also assign favorite YouTube clips or original content and employ MediaShare’s powerful repository of tools to maximize student accountability and interactive learning, and provide contextualized feedback for students and teams who upload presentations, media, or business plans. 
• NEW! Integrated Campaigns in Action consist of a series of presentations about actual marketing programs, as created and designed by professional agencies. To access and submit the media-based assignments associated with the Integrated Campaigns in Action, go to MediaShare for Business at mymktlab.com.
• Branching, Decision-Making Simulations put your students in the role of manager as they make a series of decisions based on a realistic business challenge. The simulations change and branch based on their decisions, creating various scenario paths. At the end of each simulation, students receive a grade and a detailed report of the choices they made with the associated consequences included.
• The Enhanced eText keeps students engaged in learning on their own time, while helping them achieve greater conceptual understanding of course material. The worked examples, animations, and interactive tutorials bring learning to life, and algorithmic practice allows students to apply the very concepts they are reading about. Combining resources that illuminate content with accessible self-assessment, MyLab Marketing with Enhanced eText provides students with a complete digital learning experience—all in one place.
• And with the Pearson eText 2.0 mobile app (available for select titles) students can now access the Enhanced eText and all of its functionality from their computer, tablet, or mobile phone. Because students’ progress is synced across all of their devices, they can stop what they’re doing on one device and pick up again later on another one—without breaking their stride. 
• The Chapter Warm-up helps you hold your students accountable for learning key concepts in each chapter before coming to class. The assignment consists of basic questions related to topics in the text, and gives students the chance to access their eText to read about the topics in question. Grading and item analysis in the assignment allow you to see what students know and don’t know. 
• Learning Catalytics^™ helps you generate class discussion, customize your lecture, and promote peer-to-peer learning with real-time analytics. As a student response tool, Learning Catalytics uses students’ smartphones, tablets, or laptops to engage them in more interactive tasks and thinking.
• NEW! Upload a full PowerPoint^® deck for easy creation of slide questions.
• NEW! Team names are no longer case sensitive.
• Help your students develop critical thinking skills.
• Monitor responses to find out where your students are struggling.
• Rely on real-time data to adjust your teaching strategy.
• Automatically group students for discussion, teamwork, and peer-to-peer learning.
• Reporting Dashboard. View, analyze, and report learning outcomes clearly and easily, and get the information you need to keep your students on track throughout the course with the new Reporting Dashboard. Available via the MyLab Marketing Gradebook and fully mobile-ready, the Reporting Dashboard presents student performance data at the class, section, and program levels in an accessible, visual manner.                                    
• Video Exercises explore a variety of business topics related to the theory students are learning in class. Quizzes assess students’ comprehension of the concepts covered in each video.
• Writing Space. Better writers make great learners—who perform better in their courses. Designed to help you develop and assess concept mastery and critical thinking, the Writing Space offers a single place to create, track, and grade writing assignments, provide resources, and exchange meaningful, personalized feedback with students, quickly and easily. Thanks to auto-graded, assisted-graded, and create-your-own assignments, you decide your level of involvement in evaluating students' work. The auto-graded option allows you to assign writing in large classes without having to grade essays by hand. And because of integration with Turnitin^®, Writing Space can check students’ work for improper citation or plagiarism.
• Quizzes and Tests. Pre-built quizzes and tests allow you to quiz students without having to grade the assignments yourself.

Examining real-world experiences in communications                                                                                         

• An active blog is still maintained by the authors at blogclowbaack.net. The authors post weekly news articles, videos, and items of interest to individuals using this text. The blog aims to provide information about current events that relate to the book. Textbook adopters can use these blog entries to enhance classroom presentations or as assignments for individual students or even small groups.
• Many new opening vignettes and cases–including stories about Nescafe, Sephora, and McDonald’s All-Day Breakfast program–keep the book updated and current. These accompany vignettes featured in the 7th Edition regarding Wholly Guacamole, Zehnder Communications, Huggies Pull-ups, and Interstate Batteries, which introduce students to the concepts presented throughout the chapter.
• Increased emphasis on social media highlights how social media is one of the most rapidly evolving aspects of advertising and promotion. Emphasis is placed on the ways companies currently use social media for marketing purposes and how it is integrated with other communication strategies.
• End-of-Chapter Cases aim to help students learn by providing plausible scenarios that require thought about and review of chapter materials. With 12 new cases and additional revisions, the short cases should help students conceptually understand chapter components and larger, more general marketing issues.
• Significant new advertisements have been added throughout the text. These resulted from interactions with advertising agencies by the authors.
• Current examples give examples of marketing communications principles to provide students with up-¿to-¿date information about companies.
• Critical-thinking exercises and discussion questions help students comprehend and apply chapter concepts. These exercises are designed to challenge students’ thinking and encourage them to dig deeper. These critical-thinking and discussion exercises require them to apply knowledge to a wide array of marketing situations.
• Creative Corner exercises give students the opportunity to use their creative abilities by asking them to design advertisements and other marketing-related materials. The exercises help students realize that they are more creative than they might think.
• The digital media chapter explores how digital media and mobile have changed the ways that companies market products, and outlines the most current industry practices. The section on mobile marketing has been expanded to coincide with a shift of marketing dollars to those activities.

Also available with MyLab Marketing

MyLab™ Marketing is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.

• MediaShare for Business. Consisting of a curated collection of business videos tagged to learning outcomes and customizable, auto-scored assignments, MediaShare for Business now helps students understand why they are learning key concepts and how they will apply those in their careers. Instructors can also assign favorite YouTube clips or original content and employ MediaShare’s powerful repository of tools to maximize student accountability and interactive learning, and provide contextualized feedback for students and teams who upload presentations, media, or business plans. 
• Integrated Campaigns in Action consist of a series of presentations about actual marketing programs, as created and designed by professional agencies. To access and submit the media-based assignments associated with the Integrated Campaigns in Action, go to MediaShare for Business at mymktlab.com.