INTRODUCTION
The Seventh Edition of Wells/Moriarty/Burnett Advertising: Principles and Practice
provides a complete set of supplemental learning and teaching aids. The Instructor’s Manual
plays a central role in organizing this package. This manual has been designed so the
instructor can plan lectures, demonstrations, discussions, visual presentations, Internet
exercises, and written assignments in a coordinated and efficient manner.
All 19 chapter of the textbook have been carefully reviewed in order to develop the most
logical and helpful manual for you, the instructor. Primary features of the Instructor’s
Manual are described below.
RECOMMENDED SYLLABI
A course in introduction to advertising is taught in a number of ways and according to
different term calendars. Following this introduction, you will find two recommended
syllabi to assist instructors in their course preparation. One syllabus suggests coverage for
schools on a 16-week semester system, while the other suggests coverage for schools on a
12-week schedule. It should be noted that these syllabi are merely recommended. We
recognize that greater or lesser emphasis may be placed on particular marketing topics.
PROFESSORS ON THE GO!
New to the seventh edition of the Instructor’s Manual is a section entitled Professors on the
Go! This section was created with the busy professor in mind. It serves to bring key material
upfront in the manual, where an instructor who is short on time can take a quick look and
find key concepts, activities, and exercises that he/she can incorporate into the lecture,
without having to page through all the material provide for each chapter.
,Note: Additional support for the exercises in this section can be found within the specified
chapter of the Instructor’s Manual.
,CHAPTER CONTENT
This section of the Instructor’s Manual summarizes the material in the textbook chapter and
consists of: Chapter Key Points, Chapter Overview, and Chapter Outline.
CHAPTER KEY POINTS
Each chapter has a series of key points. In the Key Points section, the main points are listed
as they appear in the text for each chapter. The instructor may want to review these
objectives prior to each lecture to ensure that this material is integrated into the day’s
lecture.
CHAPTER OVERVIEW
Each chapter of the textbook is summarized in the Chapter Overview. This section provides
the instructor with a condensed version of the information included in the chapter.
This material is consistent with the Summary material found at the end of each chapter in
the text. This condensation of material is especially helpful in planning chapter sequence
presentation and any desired chapter combinations. In addition, this section may help the
instructor plan introductory lecture remarks.
CHAPTER OUTLINE
This section is the core of the Instructor’s Manual. This teaching outline is specifically tied to
the actual phrases and definitions used in the textbook. This is a thorough breakdown of the
material included in each chapter, including major and minor headings from the textbook. It
, is recommended that the instructor carefully review the Chapter Outline prior to preparing
a chapter lecture. This review will help in coordinating the learning activities that are
available with the textbook.
Each Chapter Outline begins with an opening vignette. The vignette describes a real-world
business and a related advertising concept. The concept is closely related to the topics
presented in the chapter. This vignette is a great ice breaker or lecture starter. By discussing
this material, students will get a feel for the chapter and will become more involved in the
lecture presentation.
The Seventh Edition of Wells/Moriarty/Burnett Advertising: Principles and Practice
provides a complete set of supplemental learning and teaching aids. The Instructor’s Manual
plays a central role in organizing this package. This manual has been designed so the
instructor can plan lectures, demonstrations, discussions, visual presentations, Internet
exercises, and written assignments in a coordinated and efficient manner.
All 19 chapter of the textbook have been carefully reviewed in order to develop the most
logical and helpful manual for you, the instructor. Primary features of the Instructor’s
Manual are described below.
RECOMMENDED SYLLABI
A course in introduction to advertising is taught in a number of ways and according to
different term calendars. Following this introduction, you will find two recommended
syllabi to assist instructors in their course preparation. One syllabus suggests coverage for
schools on a 16-week semester system, while the other suggests coverage for schools on a
12-week schedule. It should be noted that these syllabi are merely recommended. We
recognize that greater or lesser emphasis may be placed on particular marketing topics.
PROFESSORS ON THE GO!
New to the seventh edition of the Instructor’s Manual is a section entitled Professors on the
Go! This section was created with the busy professor in mind. It serves to bring key material
upfront in the manual, where an instructor who is short on time can take a quick look and
find key concepts, activities, and exercises that he/she can incorporate into the lecture,
without having to page through all the material provide for each chapter.
,Note: Additional support for the exercises in this section can be found within the specified
chapter of the Instructor’s Manual.
,CHAPTER CONTENT
This section of the Instructor’s Manual summarizes the material in the textbook chapter and
consists of: Chapter Key Points, Chapter Overview, and Chapter Outline.
CHAPTER KEY POINTS
Each chapter has a series of key points. In the Key Points section, the main points are listed
as they appear in the text for each chapter. The instructor may want to review these
objectives prior to each lecture to ensure that this material is integrated into the day’s
lecture.
CHAPTER OVERVIEW
Each chapter of the textbook is summarized in the Chapter Overview. This section provides
the instructor with a condensed version of the information included in the chapter.
This material is consistent with the Summary material found at the end of each chapter in
the text. This condensation of material is especially helpful in planning chapter sequence
presentation and any desired chapter combinations. In addition, this section may help the
instructor plan introductory lecture remarks.
CHAPTER OUTLINE
This section is the core of the Instructor’s Manual. This teaching outline is specifically tied to
the actual phrases and definitions used in the textbook. This is a thorough breakdown of the
material included in each chapter, including major and minor headings from the textbook. It
, is recommended that the instructor carefully review the Chapter Outline prior to preparing
a chapter lecture. This review will help in coordinating the learning activities that are
available with the textbook.
Each Chapter Outline begins with an opening vignette. The vignette describes a real-world
business and a related advertising concept. The concept is closely related to the topics
presented in the chapter. This vignette is a great ice breaker or lecture starter. By discussing
this material, students will get a feel for the chapter and will become more involved in the
lecture presentation.
