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Peer Review

Testing Your Advertising IQ

by Scott armstrong


Overall Numeric Rating:

3.75 stars
Content Quality: 3 stars
Effectiveness: 3.75 stars
Ease of Use: 5 stars
Reviewed: Jun 11, 2013 by Business Editorial Board
Overview: This is a 20-question, online quiz that aims to assess how much one knows about the field of persuasive aspects of advertising.
Type of Material: Quiz/test
Recommended Uses: Students could be required to take this quiz before or after a lecture on persuasive advertising. Taking it before could lead to a discussion of the quiz in the class and serve as an introduction to the topic. Taking it after could serve as a study and/or assessment tool. In lieu of taking the quiz online individually, an instructor could pull up the quiz in class and then take a poll of answers via a show of hands or clicker technology.
Technical Requirements: A current browser.
Identify Major Learning Goals: To gauge how much the test-taker knows about persuasive advertising. Upon completion, the correct answers are revealed which in turn informs the user about persuasive advertising.
Target Student Population: Undergraduate or graduate students enrolled in a course with an advertising component.
Prerequisite Knowledge or Skills: Basic principles of marketing would be a helpful pre-requisite. Also, a very basic understanding of advertising/marketing terminology would be useful.

Evaluation and Observation

Content Quality

Rating: 3 stars
Strengths: The quiz covers many interesting aspects of advertising such as music, celebrity endorsement, mystery ads, and unique selling propositions. The major strength of the quiz is sensitizing students to some of the major, as well as subtle, considerations of persuasive advertising.
Concerns: Some of the questions are overly cumbersome and wordy. As a result, it would seem that several answers might be acceptable. If I was a student, I most certainly would challenge the professor on several of these questions. Bottom line, I found that too many questions did not meet the criteria for "good" test questions. Having taught IMC for a number of years, I could find research that disputes some of the "correct" answers from this quiz.

Potential Effectiveness as a Teaching Tool

Rating: 3.75 stars
Strengths: Given the brevity and content of the quiz, I believe that most students will find this quiz to be enjoyable, informative, and interesting. This quiz seems to have value as an introductory, ice breaker tool. If students completed it for fun prior to introducing the topic in class, it could generate good classroom discussion.
Concerns: I believe it is important for instructors to let students know that there are always exceptions to the rule when it comes to advertising. Even though quiz results present certain answers as correct, it is probably not a statistically valid measure of advertising knowledge. I would consider this to be more of a general diagnostic.

Ease of Use for Both Students and Faculty

Rating: 5 stars
Strengths: This quiz is very user-friendly. Students should have no difficulties completing it.
Concerns: None.

Other Issues and Comments: None.