Connect

By prompting students to engage with key concepts, while continually adapting to their individual needs, Connect activates learning and empowers students to take control resulting in better grades and increased retention rates. Proven online content integrates seamlessly with our adaptive technology, and helps build student confidence outside of the classroom.

SmartBook

Available within Connect, SmartBook actively tailors content to the individual student- The more a student interacts with SmartBook, the better it gets to know what they know and what they don’t know, helping students to maximize study time. By providing students with a safe place to make mistakes, showing them the areas they need to work on most, and by giving them consistent, personalized feedback at the exact moment they need it, SmartBook helps them to bridge their knowledge gaps and come to class prepared.

Application Exercises in Connect®

Include video cases, case analyses, and more to challenge students to apply advertising concepts to real-life cases and scenarios. The eleventh edition includes new Video Cases featuring Charmin, Turbotax, and Dasani, and Qatar’s efforts to host the 2020 FIFA World Cup.

Updated IMC Coverage

with attention to how cutting-edge tech developments are changing the ways companies communicate with customers. Innovative social media–based campaigns that rely heavily on user-generated content are featured, with attention given throughout to ways marketers utilize Facebook, Twitter, Instagram, Snapchat, and other social media tools.

New and Updated IMC Perspectives

focus on specific examples of how companies and their communications agencies are using integrated marketing communications. These features provide insight into many of the most current and popular advertising and promotional campaigns being used by marketers. The IMC Perspectives also address interesting issues related to advertising, sales promotion, direct marketing, marketing on the Internet, and personal selling.

Expanded emphasis on Digital and Social Media

integrated throughout and via chapter "The Internet: Digital and Social Media." discuss various Web 2.0 tools that facilitate interactive information sharing and collaboration, including social media and user-generated content, including videos (YouTube), blogs, and podcasts. Digital-based tools and strategies used by marketers, including display advertising, paid search, behavioral targeting, retargeting, and the use of mobile media are discussed, as well as the latest developments in audience measurement and methods for determining the effectiveness of digital advertising.

Digital and Social Media Perspectives

boxed items focus attention on how changes and advances in digital and social media impact the practice of integrated marketing communications.

Global Perspectives

features examine the role of advertising and other promotional areas in international markets.

Ethical Perspectives

features discuss specific issues, developments, and problems that call into question the ethics of marketers and their decisions as they develop and implement their advertising and promotional programs. Nearly all are new or completely updated for the eleventh edition.

All new Chapter Opening Vignettes

chosen for their currency and relevance to students to demonstrate how various companies and advertising agencies use advertising and other IMC tools. They also provide interesting insights into some of the current trends and developments in advertising.

1. To get started, you'll need to visit connect.mheducation.com to sign in. (If you do not have an account, you'll need to request one from your MH rep. To find your rep – visit the Find Your Rep page).
2. Then, under "Find a Title," you'll search by title, author or subject.
3. Select your desired title and create a course. (Note – you do not have to create assignments, just a course instance)
4. Then go to your Connect course homepage.
5. In the top navigation, select library to access the instructor resources that accompany the title.