SIGHT, SOUND, INSTANT FEEDBACK ON CD-ROM TEXTBOOK

NOTE: A review copy of the CD-ROM is available for use on your own
IBM-compatible computer.  To receive a copy by overnight express
please call Tom Doran at (804) 924-6858; e-mail ted8f@virginia.edu.

	CHARLOTTESVILLE, Va., July 19--The first college ÕtextbookÓ
written to provide full-color computer graphics, sound, videotape,
interactive quizzes and instant access to reference materials will
debut next spring on CD-ROM disk co-authored by a University of
Virginia professor.
	ÕMarketing: An Interactive CD-ROM Learning SystemÓ will be
available for classroom use early next year after testing at 22
colleges, according to co-author Jack Lindgren, a professor of
business administration at U.Va.Õs McIntire School of Commerce.
	Lindgren developed the electronic text, the nationÕs first
written specifically for interactive learning by computer, with
University of South Carolina marketing professor Terry Shimp.  They
were assisted by Stuart Wong, a U.Va. graduate student.
	A CD-ROM textbook is more than just bells and whistles to
entertain students and keep them from dozing off, said Lindgren --
itÕs a whole new approach that takes advantage of a generational
change in the way people acquire knowledge.
	ÕTodayÕs students grew up on SEGA and Nintendo and think
differently than students in the 1980s,Ó he explained.  ÕThey donÕt
have to know where the end is or even how to get there.
	ÕThey explore without fear.  Terry Shimp and I have tried to
allow students to process information how and when they want.Ó
	Professors will teach marketing classes with the aid of an
instructorÕs version that can be projected onto a classroom screen,
Lindgren said. Students will be able to use their own version on
desktop computers equipped with a CD-ROM drive.
	TheyÕll also get a userÕs manual and a printed textbook, for
study when a computer isnÕt available, as part of a package.
	Features of the learning system, Lindgren noted, include:
	¥ Each chapter opens with a summary of objectives, then a
Captains of Industry segment on the methods and philosophy of a
successful marketer such as WalMart founder Sam Walton.
	¥ Current or recent television commercials are displayed to
demonstrate marketing approaches with colorful moving images and
catchy soundtracks.
	¥ Marketing highlights on topics such as appealing to the
environmentally conscious consumer offer case studies of how real
companies have met special challenges.
	¥ Students can clip pieces of written text and save them in
a notebook file on the computer, along with any notes they write.
	¥ If the meaning of a key phrase or concept is unclear, the
student can click on it with a computer mouse and a definition or
explanatory diagram will pop up on the screen.
	¥ Footnotes listed beneath the text can be opened to the
full reference material with a click of the mouse.
	¥ Essay questions for self-review and a multiple-choice quiz
are displayed at the end of each chapter.  If the student clicks on
the wrong answer to a quiz item, the correct answer is given and the
student is switched to text that explains the solution.
	Updates to a textbook are easier and faster with CD-ROM
technology, Lindren said: New text and video, including commercials
and other materials copied from corporate sources with their
permission, can be put on the master copy of the disk in minutes.
Routine updates are planned every two years.
	ÒI can make changes this afternoon,Ó Lindgren declared.
ÕItÕs then merely a question of having the new version pressed.  If
thereÕs a need to change the disk it can be done very quickly.Ó
	Shimp and Lindgren spent 2 1/2 years developing the program,
conferring by telephone and electronic mail frequently and meeting
in person about once a month.  They are in the early stages of a
second CD-ROM text, on promotions management.
	Dryden Press, publisher of the marketing disk, is awaiting
evaluations of the program by faculty members of the University of
Notre Dame and 21 other schools across the country.
	ÕWeÕre excited about the upcoming publication of this
interactive learning system,Ó said Lise Johnson, executive product
manager for The Dryden Press.  ÕThis technology offers significant
new teaching ideas and resources for instructors, and provides
students with exciting new learning methods and added value for
their textbook dollars.Ó
	Nimbus Records of Greene County, Va.,manufactured the
evaluation disks and copies of a version that will be used to
promote the program.  Lindgren said the authors are negotiating with
Nimbus to determine if the company will produce the classroom
versions.
	Lindgren is available at (804) 924-3414 or
jhl4f@virginia.edu.

# # #
July 19, 1995