Instructor's Review Copy for Integrated Advertising, Promotion, and Marketing Communication, 6th Edition

Integrated Campaigns in Action presents actual marketing programs, as created and designed by professional agencies. These appear at the end of each chapter and in the instructor’s PowerPoint materials. Examples include:

• Bill Breedlove from the Fusionista agency discusses an event marketing program set up just for 200 people attending a trade show. He also relates the firm's successful guerilla marketing program for Engobi.
• Lee McGuire discusses an integrated marketing campaign for selling Skyjacker lift kits.
• Kraft and the mcgarrybowen advertising agency share information on the newest Philadelphia Cream Cheese campaign. 

Increased Emphasis on Social Media helps students stay ahead of the most rapidly evolving aspects of advertising and promotion. This edition presents new material on these important changes, including an opening vignette about Twitter^™. Coverage of social media has been added where relevant throughout the text.

Interviews with Advertising Professionals have been integrated into the chapter material. Some offer full descriptions—such as the development of the Motel 6 advertising program by Stan Richards, founder of The Richards Groups—while others feature short commentaries on various marketing and promotions topics.

Lead-in vignettes open every chapter, tying the situations of real companies to concepts in the chapter ahead.

International marketing discussions prepare students to work in the global workplace. A section called “International Implications” concludes every chapter with further thoughts.

Critical-thinking exercises and discussion questions at the end of every chapter help students comprehend and apply the chapter concepts. These exercises are designed to challenge students’ thinking and encourage them to dig deeper, applying their knowledge to a wide array of marketing situations.

Integrated learning exercises at the end of every chapter guides students to online information to ties into specific topics. As students research various companies and organizations, they see how the chapter’s concepts apply in real life.

Creative Corner exercises ask students to use their creative abilities, as they design advertisements and other marketing-related materials. Author Ken Clow has taught students claiming no creative ability, yet these same students produced ads that won ADDY awards in student competitions sponsored by the American Advertising Foundation.

Cases: two cases at the end of every chapter provide plausible scenarios that require thought and review of chapter material. These short cases help students understand the larger concepts and more general marketing issues.

MyMarketingLab New Design is now available for this title! Break Through to improved results.

• One Place for All of Your Courses. Improved registration experience and a single point of access for instructors and students who are teaching and learning multiple MyLab/Mastering courses.
• A Simplified User Interface.  The new user interface offers quick and easy access to Assignments, Study Plan, eText & Results, as well as additional option for course customization.
• New Communication Tools. The following new communication tools can be used to foster collaboration, class participation, and group work.
• Email: Instructors can send emails to their entire class, to individual students or to instructors who has access to their course.
• Discussion Board: The discussion board provides students with a space to respond and react to the discussions you create. These posts can also be separated out into specific topics where students can share their opinions/answers and respond to their fellow classmates’ posts.
• Chat/ ClassLive: ClassLive is an interactive chat tool that allows instructors and students to communicate in real time. ClassLive can be used with a group of students or one-on-one to share images or PowerPoint presentations, draw or write objects on a whiteboard, or send and received graphed or plotted equations. ClassLive also has additional classroom management tools, including polling and hand-raising.
• Enhanced eText. Available within the online course materials and offline via an iPad app, the enhanced eText allows instructors and students to highlight, bookmark, take notes, and share with one another.

MyMarketingLab—Pearson’s online tutorial and assessment platform—gives students the opportunity to test themselves on key concepts and skills, track their own progress through the course, and use the personalized Study Plan activities. Highlights include:

• Ad Exercises—Give your students the opportunity to view a variety of advertisements and test their understanding on how to apply IMC concepts.
• Agency Stories and Commercials—This feature highlights actual marketing programs created by professional agencies.
• Personalized Study Plans—Made up of the pre and posttests, the Study Plan includes remediation activities to help students understand and apply the concepts where they need the most help.
• Interactive Elements—A wealth of hands-on activities and exercises let students experience and learn actively, including use of the online ebook to search for specific keywords or page numbers, highlight specific sections, enter notes right on the ebook page, and print reading assignments with notes for later review. Students also have access to additional materials, including online end-of-chapter activities, Active Flashcards, and more.