• Adaptive Learning: A way to enable personalized learning at scale.Not every student learns the same way and at the same rate. MyLab with Adaptive Learning continuously assesses student performance and activity in real time, and, using data and analytics, personalizes content to reinforce concepts that target each student’s strengths and weaknesses.
• Mobile Dashboard: An app that helps students stay on track. The Mobile Dashboard gives students the feedback they need to stay on target throughout the course–right on the devices they’re already using. A companion app that is available for select MyLab & Mastering products, Mobile Dashboard provides instant, 24/7 access to course announcements, assignment due dates, scores, and results.
• Writing Space: Everything you need to foster better writing, all in one place.Better writers make great learners–who perform better in their courses. To help you develop and assess concept mastery and critical thinking through writing, we created the Writing Space. It’s a single place to create, track, and grade writing assignments, provide writing resources, and exchange meaningful, personalized feedback with students, quickly and easily.
• A powerful homework and test manager: MyLablets you create, import, and manage online homework assignments, quizzes, and tests that are automatically graded. You can choose from a wide range of assignment options, including time limits, proctoring, and maximum number of attempts allowed. The bottom line: MyLab means less time grading and more time teaching.
• Comprehensive online course content: Filled with a wealth of content that is tightly integrated with your textbook, MyLab lets you easily add, remove, or modify existing instructional material. You can also add your own course materials to suit the needs of your students or department. In short, MyLab lets you teach exactly as you'd like.
• Robust gradebook tracking: The online gradebook automatically tracks your students' results on tests, homework, and practice exercises and gives you control over managing results and calculating grades. The gradebook provides a number of flexible grading options, including exporting grades to a spreadsheet program such as Microsoft Excel. And, it lets you measure and document your students' learning outcomes.
• Easily scalable and shareable content: MyLab enables you to manage multiple class sections, and lets other instructors copy your settings so a standardized syllabus can be maintained across your department. Should you want to use the same MyLab course next semester, with the same customized settings, you can copy your existing course exactly–and even share it with other faculty members.

Note: You are purchasing a standalone product; MyMarketingLab does not come packaged with this content. If you would like to purchase both the physical text and MyMarketingLab search for ISBN-10: 0133763536/ISBN-13: 9780133763539. That package includes ISBN-10: 0133506886/ISBN-13: 9780133506884 and ISBN-10: 0133575950/ISBN-13: 9780133575958.

MyMarketingLab is not a self-paced technology and should only be purchased when required by an instructor.

 Increased Integrated Marketing Communication (IMC) Focus

 Increased Integrated Marketing Communication (IMC) Focus

• More In-Depth IMC Focus. The title of this book was modified in the ninth edition to recognize the importance of integrated marketing communication (IMC) practices, many of which have been important in this book since its first edition. In the 10thedition, a number of other changes have been made to better align the content with an IMC philosophy:
• More on Promotional Writing Chapter 9 was rewritten to include writing for all the areas of brand communication. So, instead of a focus on only advertising copywriting, writing for all areas of brand communication is discussed.
• Broader Review of Media Similar to the advertising copywriting change in Chapter 9, media from all IMC disciplines and functions are discussed in the four media chapters in Part 4.
• Principles of IMC A set of IMC principles was developed in the ninth edition. Instead of appearing throughout the book, as they did in ninth edition, in the 10th edition these principles have been grouped to form a more comprehensive presentation of the basic IMC concepts in Chapter 18. This is a wrap-up technique to pull the IMC discussion together into a more coherent conclusion about the essential IMC concepts and the principles on which they are based.
• IMC Campaign Discussion as Summary Discussions about campaign planning were sprinkled through a number of chapters in the ninth edition. In the 10th edition, campaign planning is developed more comprehensively in Chapter 18 as a way to summarize the principles and practices discussed in the previous chapters.
• IMC Management Chapter 18 concludes by making a distinction between the practice of IMC campaigns, which by their nature are more short term, and the management of IMC programs, which involves setting the direction and philosophy of an IMC operation for the long term.

Keep your Course Current and Relevant

• New Evaluation Chapter (and Author). Chapter 19 introduces Regina Lewis, a member of the book’s Advisory Board, as the author of the final chapter in the book, which wraps up the discussion of effectiveness and the evaluation of brand communication efforts. An expert in consumer insight, Professor Lewis has directed marketing communication research and evaluation programs for Dunkin’ Brands and the Intercontinental Hotels Group. She uses her broad experience to shape our discussion of the critical area of evaluation and wrap up the discussion of effectiveness, which continues to be a central theme of Advertising & IMC: Principles & Practice.

• New Examples of Award-Winning Brand Communication Campaigns. Part of the added value of this textbook lies in the cohesive story that it tells about effective brand communication. This is particularly important as students face a radically changing and complex media environment. New and updated case studies open each chapter in the 10th edition to illustrate basic principles and best practices and show students how professionals design and execute effective strategies that work.

• New Faces, New Cases, New Brands. Throughout the book new stories have been added to update the discussions and illustrate the many changes in this new marketing communication environment.

• In 10e we have two new members of the Advisory Board who have been involved, not only with personal interviews and writing boxes, but also with critiquing and making suggestions about changing content and, in some case, changing the organizational structure of the book.
• We have seven new Ad Stars whose work and thoughts we feature, as well as eight new Pros and Profs who have written boxes about their research, professional work, and other projects.
• All but two of the opening stories are new or have been completely rewritten. We also have five new part-ending cases.
• We have a major new case adapted from the AAF National Student Advertising Competition in the Appendix with application and reflection questions at the end of every chapter.
• With a total of 33 new or completely rewritten boxes, almost every chapter has new featured stories to support and further explain concepts in the text.

• Contributions from Experts around the World. Preparing students to become effective brand communicators requires a broad knowledge about many subjects in a dramatically changing media environment. This edition expands the number of contributions from experts across the globe, exposing students to a vast array of contemporary thinking about current issues. These pieces are designed to pique readers’ interest about exciting new possibilities related to brand communication and challenge students to think critically in their quest to apply enduring principles and develop effective practices.

Note: You are purchasing a standalone product; MyMarketingLab does not come packaged with this content. If you would like to purchase both the physical text and MyMarketingLab search for ISBN-10: 0133763536/ISBN-13: 9780133763539. That package includes ISBN-10: 0133506886/ISBN-13: 9780133506884 and ISBN-10: 0133575950/ISBN-13: 9780133575958.

MyMarketingLab is not a self-paced technology and should only be purchased when required by an instructor.