The module is an interactive review of integrated marketing communications, particularly the creativity in campaigns. Specific features include an outline of the communications process, multiple ads illustrating various creative techniques, a professor-taught lesson on a creative brief, and three exercises to test the viewer’s understanding of the topic. Professionally designed, almost standalone, series of examples and exercises on creativity in marketing communication tracing it from inception to finished product. Ads are sprinkled throughout the process and everything is overlaid with the stages for implementing a communication campaign.
Type of Material:
Reference material
Recommended Uses:
The advertisements presented could be utilized in a course lecture and/or class discussion, however the module is self-contained and can be used as an at-home review.
Technical Requirements:
None, although you must download a software add-on to view some videos
Identify Major Learning Goals:
The main goal of this module is to explain the first three steps in communication campaign development: identifying the target audience, determining the aims, and design of communication.
Target Student Population:
Undergraduate or graduate students in Principles of Marketing, Promotion, Integrated Marketing Communication, or Advertising
Prerequisite Knowledge or Skills:
The module is written as an introduction and/or review of integrated marketing communications. A Principles course should be sufficient to understand the terminology used.
Content Quality
Rating:
Strengths:
This module is well-designed, and has a host of excellent information regarding the creative process of integrated marketing communications campaigns. The material is easy-to-understand and is strengthened by the many, many advertisements presented to illustrate the concepts. These advertisements are also from multiple companies in multiple countries, especially highlighting marketing in a global context. Not only is there a lesson taught by an instructor, there is also a detailed discussion of the ING Direct’s Fresh Banking campaign. The interactive exercises at the conclusion further reinforce the concepts, all of which are central to marketing communications and are universal across textbooks. Award-winning, real-world examples Technical notes could be a standalone chapter for students, great foundation material.
Concerns:
Though it was not the central focus at present, the module could be strengthened in the future by adding in the remaining steps of a communications campaign. In this way, the module would provide a complete review of the topic. Some of the outdoor advertisements are difficult to see, and the slide show moves to quickly and does not allow you to stop on an ad. Some ads are dubbed in English, while others are only in Spanish. The creative director for a Spanish agency is interviewed about a campaign for ING (2006). Given ING’s financial problems, this may no longer be relevant, same with ad with Tiger Woods.
Potential Effectiveness as a Teaching Tool
Rating:
Strengths:
As designed, the module provides an excellent review of creativity in communications campaigns. A student not only could read information, but also has the added benefit of seeing advertising examples and/or discussion related to each concept addressed. The information is presented in an easily-understandable way, and would be a great study aid for the topic. The module itself is easily linked on a course website and requires no additional efforts by the instructor in its usage. The included exercises provide instantaneous feedback to the student on how well he/she learned the topic. It links theory with examples. Although you may disagree with the ordering and categories in the marketing communication campaign listed by the authors, it is very comprehensive. The first two steps offer ad examples, although some are in Spanish without subtitles. The final exercise is interactive. Students compare their assessment of an ad to the authors’ on a series of bipolar adjectives and categorical variables.
Ease of Use for Both Students and Faculty
Rating:
Strengths:
This module is well-designed and is easy to follow. The advertisements linked on the site are entertaining and international, presenting both familiar and foreign products so that the understanding of global marketing is also reinforced. The addition of the professor taught lesson and commentary/examples of an actual campaign are also helpful to the student in learning the entire creative process and rationale. All links are active and open quickly. This reviewer had no difficulty with the download speed/ease of viewing. Additionally, any discussion/advertisement not in English is translated. Very easy website that is professionally done.
Creative Commons:
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