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 10 • Consider This. Critical thinking applications help students master topics previously read for classroom discussion. Hel
