Supplementary Materials

While the text itself is a complete introduction to the field of advertising, it is accompanied by a number of valuable supplemental materials designed to assist the instructor.

Instructor’s Manual

In the previous edition, we expanded the Instructor’s Manual to include a wealth of new material and suggestions for classroom lectures and discussions. It includes a lecture outline for each chapter; answers to all discussion questions, including the end-of-chapter Internet exercises, suggested workshops, projects, and debates; and additional material for reading or project assignments.

Video Supplements

To illustrate how the principles discussed in the text have actually been applied in business, the book is supplemented by several special video programs and a video instructor’s guide. One video was produced exclusively for Contemporary Advertising and Integrated Marketing Communications by the authors for instructor’s use in the classroom. It includes a wide variety of domestic and international commercials specially referenced with voice-over introductions to specific chapters. This video is text-specific in subject matter and also includes many of the commercials discussed in the text—such as the MasterCard campaign from the Epilogue, the Got Milk? campaign discussed in Chapter 14, and the Toyota Prius spot from Chapter 12, to mention just a few.

The second video was produced by the Advertising Educational Foundation, to whom we express our deep gratitude and appreciation. It includes a behind-the-scenes look at advertising research at work. The video, entitled “Good-bye Guesswork: How Research Guides Today’s Advertisers,” includes case studies for V8 Juice, Maidenform, and AT&T’s “800” Service, and shows how research is used to develop new ads, to refine ad campaigns, to decide the best place to advertise, and to evaluate current ads.

We have retained a series of video case studies. The first video follows the development of an advertising campaign for the Tumbleweed restaurant chain. The second features the work of Doe Anderson on a full campaign promoting Kentucky tourism. The value of the client-agency partnership continues to be demonstrated in a video on Holiday Inn Express and the work done for them by Fallon Worldwide. The videos are presented in a way that makes them easy to use in class for comparison and contrast discussions.

Offered at no charge to adopters of Contemporary Advertising and Integrated Marketing Communications, these various video supplements are designed to help the instructor teach real-world decision making and demonstrate some of the best current examples of television advertising from around the world.

Instructor CD-ROM

Also available to instructors is a CD with support materials for classroom presentations. These include more than 150 of the important models and graphs presented in the text and more than 40 ads not found in the text—all produced in full color. Also on the CD is the complete Instructor’s Manual, Test Bank, and PowerPoint presentation.

Test Bank

An extensive array of objective test questions prepared by the authors was carefully designed to provide a fair, structured program of evaluation. The testing system is available in a printed version or computerized on our Instructor CD-ROM. Professors may also access this resource online through the book’s Web site and PageOut, our course Web site builder.

Internet Web Site

Complementing the 13th edition is an Internet Web site, www.mhhe.com/arens13e. For instructors, we have downloadable supplements and a link to McGraw-Hill’s PageOut. For students, there are self-checking quizzes, advertising career resources, and video clips from our video package. Students and instructors can also find links to our Facebook pages and to the AdForum Exercises.