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MERLOT II


    

Peer Review


Got Milk Ads

 

Ratings

Overall Rating:

3.5 stars
Content Quality: 3.5 stars
Effectiveness: 3.25 stars
Ease of Use: 4 stars
Reviewed: May 14, 2008 by Business Editorial Board
Overview: This is the web site for the America's Dairy Farmers and Milk Processors. It contains a collection of the successful “Got Milk?” advertisements. Most of the ads depict celebrities from either sports or show business. Information is also provided about the celebrity.
Learning Goals: To learn the benefits of drinking milk. Evaluate successful advertising utilizing celebrities and understand how that relates to the positioning of the product.
Target Student Population: Any undergraduate marketing or advertising course; high school students as well.
Prerequisite Knowledge or Skills: None.
Type of Material: This is a collection.
Recommended Uses: To educate young people and all ages about the need for healthy eating. Nutrition classes and exercise classes could use as part of a presentation. In-class discussion or homework.
Technical Requirements: Browser.

Evaluation and Observation

Content Quality

Rating: 3.5 stars
Strengths: The site contains a dozen ads of celebrity women. It includes biographical information on each celebrity. The content of the pages can be analyzed to understand how these celebrities help the organization’s positioning of the product, milk. Good idea to use the celebrities to gain attention. The milk mustache idea is also eye-catching. Facts that are accessible on the website are good, relevant and easy to grasp.
Concerns: This is a commercial site not designed to provide academic content. The instructor would need to design a specific assignment or other use of the site. Almost no student would probably access the website unless it was an assignment.

Potential Effectiveness as a Teaching Tool

Rating: 3.25 stars
Strengths: It would be easy to write assignments that utilize the ads and the textual information provided.
Concerns: Again, this is a commercial web site not designed as an academic tool; the instructor would need to provide contextualization. Fairly simple, but probably effective. The ads on the website are different than what was actually on television. The television ads were truly effective. The ads on the website were very busy and probably not very useful.

Ease of Use for Both Students and Faculty

Rating: 4 stars
Strengths: The ads on television were, of course, easy to watch. The web ads had several buttons to click on, including: talking celebrities; feedback button; contest entries; and a nomination for schools. the "About Us" button had good information. The site is professionally designed and is attractive and easy-to-use.
Concerns: The nomination button did not work. Even though this is easy to use, it's doubtful anyone will actually use it.

Other Issues and Comments: Depending on the goal, the ads do raise awareness about the benefits of milk. The website misses the effectiveness of the actual television advertising.