Instructor’s Manual to accompany Contemporary Direct and Interactive Marketing (2nd edition)

By Lisa D. Spiller, Elizabeth Young, and Michelle Carpenter

Preface

The second edition of Contemporary Direct and Interactive Marketingby Lisa Spiller and Martin Baier is written as a comprehensive examination of direct and interactive marketing concepts, methods, techniques, tools and applications. The textbook edition contains four major sections dealing with (1) The Foundations of Direct & Interactive Marketing; (2) Integrated Marketing Communications: The Message and Media Decisions in Direct & Interactive Marketing; (3) Response, Measurement & Metrics of Direct & Interactive Marketing; (4) Applications and Future Directions of Direct & Interactive Marketing. Each chapter identifies the key terms, end-of-chapter summaries, review questions, exercises and cases.

This Instructors Manual provides the following information for each chapter:

Chapter outline

Summary

Learning objectives

Key terms with definitions

Review questions with answers referenced to respective pages in the text

Exercise completion guide

Tips for incorporating the case into class lectures

Case discussion questions with answers

The material is presented in an easy to follow format and provides ideas to enhance student learning. Students should be encouraged to read the opening vignettes and figures in each chapter of the textbook.

Important to note is that professors have free access to use the NextMark List Research service (briefly described below) in conjunction with use of the second edition ofContemporary Direct and Interactive Marketing. An explanation of how to obtain access to the system is provided in the instructor’s manual in chapter 3.

NextMark offers a free list finder service to provide access to insider information on virtually every list on the market—which totals more than 50,000 lists! A simple click on the “Find Lists” tab on NextMark’s Web site will take you to the list finder. Simply type in the keyword for the kind of list that you wish to locate and an entire page of lists pertaining to your keyword will appear. The NextMark’s list finder search engine identifies the most relevant and popular lists based on your keyword. Each of these lists will have an associated rank—which indicates the “responsiveness” or fit of the data card to the specific set of search criteria used. In addition, the type of channel for which the list is available, such as postal mail, e-mail, telephone, insert or stuffer. Next, click on the list that you want to further explore and in seconds, a data card appears for that particular list.

NextMark List Finder Service: Visit NextMark’s Web site at:

The Instructor’s Manual also provides teaching notes for each of the two comprehensive cases provided at the end of the textbook. Each case teaching note provides the following:

Teaching suggestions

Teaching objectives

Overview

Overarching problem

Questions and challenges

Discussion and analysis

Class activities and assignments

Summary

Epilogue

The Test Item File (TIF) accompanying the textbook provides instructors with suggested examination questions on a chapter-by-chapter basis. Each question is coded according to level of difficulty--challenging, moderate, or easy and show the corresponding textbook page number for the addressed material.

This Test Item File was created with the Association to Advance Collegiate Schools of Business (AACSB) International Accreditation curricula standards in mind. Therefore, where appropriate, the answer line of each question indicates a category within which the question falls. (Please note that not all test questions will indicate an AACSB category designation.) The AACSB Learning Standards places learning experiences into the following six categories:

  1. Communication
  2. Ethical reasoning
  3. Analytical skills
  4. Use of information technology
  5. Multiculturalism and diversity
  6. Reflective thinking

Each TIF chapter includes the following:

Essay questions

Multiple choice questions

True/False questions

Power Point slide presentations are also available for each chapter. Each of these presentations begin with a slide or two focusing on the opening vignette for the chapter and provide an overview of the chapter highlights. This is followed by an outline and overview of the chapter.

All of the Instructor’s supplements that correspond to Contemporary Direct and Interactive Marketing are provided to assist the instructor in teaching direct and interactive marketing and to enhance student learning.

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall