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MERLOT II


    

Peer Review


Advertising/Promotion Readings

 

Ratings

Overall Rating:

3.5 stars
Content Quality: 3 stars
Effectiveness: 3 stars
Ease of Use: 4.75 stars
Reviewed: Jul 09, 2011 by Business Editorial Board
Overview: A small collection of readings on advertising/promotion from practitioner publications such as BusinessWeek and Forbes. This website is designed to be a convenient portal to current, categorized, and freely accessible marketing oriented readings.
Learning Goals: Learning goals are not explicitly stated. It is presumed that the students would be expected to read some or all of the articles listed on this page. At the time of this review, there were 15 articles and 5 "useful links" pointing to other advertising-based portals on the web.
Target Student Population: These internet-based marketing readings are likely to be of interest to students and instructors in a variety of marketing courses as well as to marketing professionals wishing to conveniently access thought provoking articles on a variety of marketing topics.
Prerequisite Knowledge or Skills: A basic understanding of advertising and promotion is desired, but not required.
Type of Material: Collection
Recommended Uses: The module could be used to give students a general overview of practitioner perspectives pertaining to advertising. Some or all of the readings can be assigned for in-class discussion. Another use is to have students find a more updated article for each topic of interest. From there a compare/contrast could be conducted to see how advertising has changed or remained the same since the date of the original article.
Technical Requirements: PC and minimum computer skills. Some sites require Media Player or Real Player.

Evaluation and Observation

Content Quality

Rating: 3 stars
Strengths: A wide variety of topical articles is presented (e.g., positioning, persuasion).
Concerns: Many of the postings are out of date. For example the last posting for CNET news is dated 2008. The link for Banking Strategies is no longer operative. There are not many articles and they are quite old. Students can get more updated information by doing a Google News search on any of the topics presented here.

Potential Effectiveness as a Teaching Tool

Rating: 3 stars
Strengths: Students like using web sites and links and this format will insprire them to become involved and therefore can be more effective than other types of exercises. For instructors that want to help students get their feet wet in this topic, this module is a good size. There is not an overwhelming number of readings and they are on various topics.
Concerns: A majority of the material is very out of date, taking much away from the tools effectiveness. Again, the age of the articles is a factor as some of the material is out of date. In addition, some of the links are broken on this site.

Ease of Use for Both Students and Faculty

Rating: 4.75 stars
Strengths: The module is one page with links to other resources. It couldn't be easier to navigate and use.
Concerns: They do not all appear to be operative.