Advertising

For Introductory courses in Advertising, offered in Marketing, Journalism and Communication departments. Advertising: Principles And Practice, 7e is the only advertising textbook that emphasizes measuring advertising effectiveness. Question: How do you stress the measurement of effective advertisements in your course? Would you like the text to help? Chapter-Opening Effectiveness Cases. Each chapter opens with a story about an advertising campaign that has been recognized as effective. These stories are EFFIE award-winning works recognized by The American Marketing Association, the Direct Marketing Association's Echo Awards, the Public Relations Society of America's Silver Anvil, and the Sales Promotion Association's Reggie Awards as outstanding examples of effectiveness. Benefit: Students learn best by example. These cases provide colorful, real examples that model great advertising campaigns that have proven effectiveness. For example: Pages 2-3, Volkswagen of America: "Pods Unite.""It's a Wrap" Boxes. At the end of each chapter in a feature called "It's a Wrap," we loop back to the opening campaign story and show you why it won an award-- specifically, why it was effective. Benefit: Goes beyond just highlighting an effective advertisement in the opening case by providing analysis that points out what specifically about the campaign's effectiveness won it an award. This provides a nice conclusion to the chapter. For example: Pages 24-25.NEW! Chapter 19: Evaluation of Effectiveness. Provides an explanation of the thinking and tools used in answering the critical accountability question--does it work?OTHER POINTS OF DIFFERENTIATION:Question: Would students benefit by doing versus just reading or listening?Suggested Class Projects. To really understand what effective advertising is and how it is done, you have to do it yourself. Suggested Class Projects at the end of each chapter allows students to work together in teams as advertisers do. For example: On page 203, in Chapter 7 students are asked to create a positioning statement for Ford and Honda SUV models. Also, on page 383 in Chapter 13 students are asked to transform print ads into broadcast commercials.Hands-on cases. At the end of the chapter, students have the opportunity to become advertising decision makers by analyzing a real-world advertising case. For example: On page 27, new companies examined include Wal-Mart and its corporate image advertising in Chapter One, AFLAC's duck on page 122 in Chapter 4, and the BMW "Films" campaign which is revolutionizing Internet advertising on Page 288 in Chapter 10Consider This. Critical thinking applications help students master topics previously read for classroom discussion. Helps students prepare for exams. For example, pages 177, 369 and 353.Question: What teaching techniques have you found effective in trying to get an idea across to your students? Do you spend time in lecture providing examples that illustrate ideas? Do students connect with the material in your course naturally? The Inside Story. Spotlights the thoughts and experiences of young advertising professionals. Students will read how these professionals from agencies big and small put together new campaigns, handle hard to please clients, and manage their creative drive with the realities of advertising planning. For example: pages 89, 192, 232, 343 and 536.Showcase Work. Examples of outstanding work contributed by young professionals who have been nominated from faculty nationwide. For example: pages 233, 338, 388, 398 and 426.