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MERLOT II


    

Peer Review


Advertising Educational Foundation Awards

 

Ratings

Overall Rating:

4.25 stars
Content Quality: 4.25 stars
Effectiveness: 4.25 stars
Ease of Use: 4.5 stars
Reviewed: Nov 23, 2007 by Business Editorial Board
Overview: This site is a collection of advertising awards from the Advertising Educational Foundation. The site contains video clips as well as print ads, radio, poster and billboard campaign material from 2000. Multiple websites of award winning advertisements are provided including: Clio Awards; Effie Awards; The Good, The Bad & the Ugly Awards; Multicultural Excellence Awards; Obie Awards; Images in Advertising Awards; Radio-Mercury Awards; and International Advertising Awards.
Learning Goals: The author’s goal is to provide users with an overview of a variety of advertising award categories (such as the CLIO, EFFIE and OBIE awards). There are multiple courses/applications for which this site would be applicable.
Target Student Population: This material would be appropriate for undergraduate and/or graduate students. This site would be useful in general marketing, advertising, integrated marketing communications, and/or promotion/communications courses.
Prerequisite Knowledge or Skills: Users need not necessarily have a background in marketing or advertising to view and appreciate this material. 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 collection of online award winning print ads, radio, poster and billboard campaign material from 2000.
Recommended Uses: The material can be used both in and out of the classroom to facilitate either individual or group work. There are both videos and images that are appropriate for lectures or presentations and certainly could facilitate class discussion and presentation. This site would be especially useful in an online course. Specific courese might include: Advertising, Consumer Behavior, Principles of Marketing, and Personal Selling classes. Other possible areas may include: Film, Psychology, Communication. These could be also used in a Sociology class to assess culture.
Technical Requirements: RealPlayer 2007 is required to view the ads.

Evaluation and Observation

Content Quality

Rating: 4.25 stars
Strengths: These ads are provocative, informative, hilarious, and startling. The range of products and topics is endless. The resources provided at this website are versatile and can be used in a variety of courses (advertising, integrated marketing communications, promotion). This site would be especially useful to accompany study in an online course, as all resources are available online. Instructors will find quick and easy access to a variety of advertising award categories that can be used both in and out of the classroom for a variety of course projects, assignments and/or case analyses.
Concerns: With many ads, you do not know whether they actually increased sales (depends on award). Some may deem the subject matter inappropriate. The greatest benefit to this site is the fact that instructors and students can now quickly and easily access award winning ads online. The drawback is the fact that the site is a stand alone collection of ads. As such, there is no description, background, history or research regarding the ads presented. Instructors certainly would need to provide interpretation or additional information in order to use this material in a classroom situation.

Potential Effectiveness as a Teaching Tool

Rating: 4.25 stars
Strengths: This site is designed to provide students with access to a variety of different advertisements via video, print, radio and billboards. The material is well organized which makes the site easy for the user to access and use. Additionally, these resources are readily available for in-class use (a bonus for instructors!) The resources provided via the site would be extremely useful in any type of advertising and/or promotion course.
Concerns: If the websites change, access to the ads may cease. Ads cannot be downloaded. Each file contains multiple ads making it hard to find ads quicky. Educators could use this site to complement existing course material, however, they should be aware of the fact that this site does not contain theory, discussion, exercises or assignments.

Ease of Use for Both Students and Faculty

Rating: 4.5 stars
Strengths: Once RealPlayer is installed, it is simple, although the volume of ads is overwhelming. The greatest benefit of this site is the fact that instructors and students now have access, via the Internet, to some of the greatest and most effective communication pieces developed by advertisers around the world. The site is professionally designed and easy to access. It is well organized, and there are a variety of topics which could be adapted to different courses. Students could use the material in or outside of class to explore topics, and many of the resources certainly could facilitate team work as well. The site is visually appealing. From an advertising perspective, the video clips are informative but also entertaining. It would be impossible to teach advertising, communications and/or promotion without having access to actual examples.
Concerns: This site is an excellent resource for studying promotion and communication in marketing. The only concern regarding this site relative to “usability” is the fact that some of the software required to view the videos will need to be periodically updated and will require users to purchase some software and possibly share some of their information.

Other Issues and Comments: If the websites change, access to the ads may cease. Ads cannot be downloaded. Each file contains multiple ads making it hard to find ads quicky.