S.C. Commerce Prof. Jack Lindgren teamed with Terry Shimp, a marketing professor at the University of South Carolina, to create a textbook for marketing classes integrating visual and aural stimuli. They'll get involved in computer programs without fear. The textbook features computerized television commercials and radio advertisements students can hear in their original form and print advertisements they can read. Lindgren and Shimp also have included multiple-choice quizzes and essay questions at the end of each chapter. The final textbook likely will fill two to three compact discs, each of which can hold 644 megabytes of information.
Students can study material in a nonlinear fashion.
For instructors, Lindgren and Shimp have a special disc that can be projected onto classroom screens. Lindgren and Shimp divided their tasks equally. Lindgren programmed about half of the textbook and did some writing, while Shimp composed most of the copy but did no programming. Stuart Wong, a graduate Arts and Sciences student, assisted Lindgren and Shimp in programming the textbook. Lindgren said the reason for breaking technological ground in the textbook market stems from deficiencies he identified in his own classroom.