Then and Now Part Openers . To highlight Contemporary Advertising's 25th anniversary, we have new part openers aptly named Then and Now. Each of the five part openers feature a retrospective of certain brands that have evolved with or through their advertising over the years. Ads spanning the last 20 to 30 are provided.
The Advertising Experience . These new end-of-chapter exercises are hands-on in application and place the student in the advertisers' shoes. Effective as outside assignments or in-class discussion starters, The Advertising Experience allows students to effectively apply their knowledge of each chapter. Each Then and Now part opener is also highlighted within the chapters' Advertising Experience to fully integrate the brand's relevance to the chapter's concepts.
NEW Campaign Video : Contemporary Advertising introduces a new campaign video featuring the Holiday Inn Express campaign created by Fallon Worldwide. This new segment ties in to the Chapter 7 opening vignette, which highlights the same campaign. The video follows the step-by-step development of a complete advertising campaign with interviews from the campaign's agency players. This behind-the-scenes perspective provides students an opportunity to see how a winning campaign is developed from the ground up.
Chapter-opening vignettes : capture and hold students' interest. The vignettes are closely tied to chapter content and provide real world examples that show advertising in action.
Award-winning graphic design : an important feature for a book that teaches students about the importance of quality in advertising art and production.
Full-color advertising portfolios : These portfolios bring students real-life examples of the best advertising example in the field. These examples provide unique insight into the world of advertising and how it weaves relevance to the world we live in—from the groundbreaking historical ads of Kodak and Coca-Cola to modern images from Puma, Sony, and Vespa.
Creative Department : this feature shows how print and television ads are produced. Transvision mylar inserts effectively illustrate the production process by featuring the many phases in the creation of a print ad.
Ethical Issues : these boxed readings introduce students to current topics and controversies in advertising, showing them the thought processes and decisions advertisers make each day.
Checklists : located throughout the text, this feature stimulates memory, organize thinking, and reinforce important chapter topics, tools, and skills.
Excellent Website : Includes more resources for students and instructor. Student resources include student quizzing. the Advertising Reference Library, Career Planning in Advertising, Industry Resources, Advertising and IMC Plan outlines, and clips from the video package. The Instructor's side includes the Instructor's Manual, PowerPoint, Video Clips and Video Instructor's Manual, link to industry resources and link to PageOut for access to test materials.
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2008 McGraw-Hill Higher Education