This website provides a comprehensive overview of advertising terminology, principles, and application. Worksheets and a case studies are provided for hands-on experience. The site also provides extensive links to additional online resources that contain ads of all types including television back to the 1950s, print to the late 1800s, and much more.
The author?s goals are to provide students with the tools to methodically create an advertising campaign and to provide students with a greater understanding of advertising. This understanding extends beyond the typical textbook information to the ability to assess an ad's effectiveness, create ads that will be effective, understand the history of advertising, and apply the concepts they have learned.
Target Student Population:
This material would be appropriate for undergraduate and/or graduate students studying marketing, communications, IMC, promotions, and advertising.
Prerequisite Knowledge or Skills:
Although this site is ideal for students who have a basic understanding of the principles of advertising, the explanations and extensive support material make it appropriate for introductory level advertising students. As such, students should have completed an introductory course in marketing or advertising, as some basic knowledge of advertising is assumed. Students must be familiar with web browsers and software that enables the viewing of a variety of resources.
Type of Material:
This site is designed as a resource site to accompany a course on advertising and promotion. It includes worksheets, a case study, and basic informational material.
The material is an excellent source to support advertising projects and assignments, to obtain reference material for research, and to entertain those who merely want to enjoy advertising. The material can be used both in and out of the classroom to facilitate either individual or group work. There are links to research papers, which could be used for class discussion and presentation. There is also a variety of software provided at the site to facilitate the design of an advertising campaign.
Students will need a computer with a high speed Internet connection, a web browser, spreadsheet software, and Adobe Acrobat. The user may need to download appropriate viewers to see some of the ads, but links to download the applications are provided.
Evaluation and Observation
The resources provided at this website are versatile and can be used in a variety of courses (advertising, intergrated marketing communications, promotion).
This site would be well suited to accompany study in an online course, as all resources are available online. The creator has included much more that one would expect to find.
This site would also be an excellent resource for project work in an advertising and/or promotion seminar that included a client project.
The links at the site are current and applicable to the design of an advertising campaign.
Although the site has a variety of tools to be applied to the development of an ad campaign, the instructor, most likely, would need to provide students with a cohesive theoretical background to support the design process. Additionally, there is not much discussion of the research process and the role it plays in ad campaign design.
The author presents a very methodical process for design of an ad campaign, and many of the tools provided are quantitative in nature. Unfortunately, the site does not capture the qualitative components of designing an ad campaign very well.
Although the topics are interesting and certainly relevant, there does not appear to be sufficient detailed information to provide students with a comprehensive exploration of the topic.
Some of the links have changed addresses or no longer exist. However, this is only a minute portion of what is included.
Potential Effectiveness as a Teaching Tool
This site is designed to provide students with tools to develop an ad campaign. The material is well organized and there is a logical progression of topics,
which makes the site easy for students to access and use. A professor who is new to teaching advertising or needs a new project assignment can easily use this site to create excercises and/or projects.
Educators should use this site to complement existing course material. As this site focuses exclusively on the design of an ad campaign, it would be difficult to use this site independently to study advertising.
Although the resources provided may be used in any type of advertising course, the site is not detailed enough to provide comprehensive exposure to the topic of advertising.
Ease of Use for Both Students and Faculty
The module is well designed and contains many easily accessible links. Provided the students and faculty have a high speed Internet connection, they should find the site both enjoyable and highly educational. The module is well organized, and there are a variety of topics addressed via website links and articles, which could be adapted to different courses. Students could use the resources in or outside of class to explore topics, and many of the resources certainly could facilitate team work as well.
This site is an excellent resource for ad campaign development, however, the site may not be engaging to students as it is essentially a collection of website links and downloads. As noted earlier, students are assumed to have some prior knowledge of advertising concepts, as basics are not discussed. Many of the tools provided assume that students are already familiar with more advanced advertising topics. Instructions and objectives provided are rather brief, which may prevent students from using this site independently
Other Issues and Comments:
This is an outstanding module that will provide exceptional support for students and faculty alike.