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MERLOT II


    

Peer Review


Student Ad Book Presentations: How To Plan Advertising

by Steve Bayley
 

Ratings

Overall Rating:

3.75 stars
Content Quality: 3.5 stars
Effectiveness: 3.25 stars
Ease of Use: 4.75 stars
Reviewed: Jul 01, 2013 by Business Editorial Board
Overview: This work is an example of a student report for how to plan advertising. It includes a brief You-Tube explanation as well as the original text. The material contains three segments, including Strategy, creative briefs and creative development/research. Then a broad planning and overview section follows to include marketing and sales. Questions are posed at the end. The main page features students in a classroom involved in a collaborative learning project where each student chooses an advertising book, analyzes the material, and shares a minimum of 3 main points with the rest of the class. The final report must be delivered using a creative presentation. A sample student YouTube presentation summarizes the following book: How to Plan Advertising. In the “archives” there are additional examples of assignments and student videos, as well as a piece on resume writing. This is an informational link for professors and students that includes ideas for how to structure class assignments as well as a blog and other informational links.
Learning Goals: To aid in the successful development and planning of effective advertising. The purpose of this site is to showcase a collaborative leaning technique that can be effectively used by marketing professors.
Target Student Population: This collaborative technique is appropriate for use in an undergraduate or graduate marketing class.
Prerequisite Knowledge or Skills: The use of this technique requires that students are able to read lengthy material such as a book and accurately digest and analyze the material so that it can be (1)summarized using visual presentation and (2)easily shared with other students in the classroom. At a minimum students should have completed a marketing principles course.
Type of Material: Presentation
Recommended Uses: This collaborative teaching technique is recommended for professors who want to assign an extensive outside reading assignment that can be shared by students with class members when completed, ideally using a visual presentation. It could also be used in a class session, for preview, and discussion.
Technical Requirements: Use Internet Explorer 7 or Mozilla Foxfire and Adobe flash plug-in to access very informative sample presentation.

Evaluation and Observation

Content Quality

Rating: 3.5 stars
Strengths: A good look at the overall advertising planning process. The sample student assignment is very informative and of very high quality.
Concerns: It might be a bit dated, and it appears to be more of a classroom assignment rather than an effective practice in advertising agencies. A good addition to the material might be some observations from practicing advertising executives and media planners. This module showcases a collaborative teaching technique and therefore does not offer marketing strategy information directly (but indirectly through a student's summary). The professor can ask students to explore the blog associated with the web site or to view the exemplary samples to allow students to see what level of work is expected in an assignment.

Potential Effectiveness as a Teaching Tool

Rating: 3.25 stars
Strengths: The sample student assignment is very effective and as a stand alone provides an excellent review of strategy and advertising in consulting work.
Concerns: This module is not effective for providing direct information to students as this is NOT the intent of the author. That is, this module is not intended for teaching students how a consultant creates strategy, conducts research, creates briefs, and develops an effective advertising campaign that directly connects the consumer to the product (what is reviewed in the showcased student assignment). It is designed to highlight a highly valuable collaborative teaching technique involving visual media as well as to share a blog and to offer viewers the chance to explore successful student projects, consultant findings, etc. This module showcases a collaborative teaching technique and therefore does not offer marketing strategy information directly (but indirectly through a student's summary). The professor can ask students to explore the blog associated with the web site or to view the exemplary samples to allow students to see what level of work is expected in an assignment.

Ease of Use for Both Students and Faculty

Rating: 4.75 stars
Strengths: It would be easy to implement in the classrom and force interactive learning by the students.
Concerns: Again, this site is not designed for teaching specific marketing advertising strategy concepts to students directly but as a fun place for students to explore and to view other students' successful projects for inspiration. There are links to current information and also thought pieces created by the author herself.