A collection of commercials that illustrate various advertising principles such as minimizing price and showing good value. This module is a repository of information on advertising and advertisements. It contains information, examples, a checklist, and an audit tool based on 195 principles of evidence-based effective advertising.
Type of Material:
Reference Material
Recommended Uses:
The best use of this material is that it serves as a repository of ads that have been reviewed and categorized by an expert in advertising. When searching for examples to be used in lectures and assignments, this site can save time in finding such examples. An additional use of the material may be as a study aid for students who are having difficulty understanding how certain advertising principles are used correctly (and incorrectly) in practice. It would support individual or team homework or project.
Technical Requirements:
Adobe Flash Player
Identify Major Learning Goals:
The purpose of the site is to provide evidence-based principles of advertising. The site includes many examples of ads as well as brief commentary regarding a particular advertising principle, many of which are derived from David Ogilvy. The "Commercials and Webcasts that illustrate Advertising Principles" module is part of a page about Ad Illustrating Principles, which also includes a few examples about still ads. There is a link at the bottom of the page taking the user to 61 additional examples of ads. This is a good reference tool for evaluating effective and ineffective advertising principles and examples.
Target Student Population:
Undergraduate or graduate general marketing or advertising and promotion course, researchers of advertising.
Prerequisite Knowledge or Skills:
A base level of principles of marketing would be helpful and basic advertising knowledge.
Content Quality
Rating:
Strengths:
The module includes a designation of 'complies' or 'violates' with each ad example and principle pairing. For students who do not understand the ad principles and are in need of additional examples to see how the principle either is or is not applied, this site can certainly help.
Concerns:
The page does not explain what the numbers (e.g., Principle 1.3.1) correspond to. Perhaps a link to the 'Persuasion Principles Checklist' on the top of the page would help new users connect the numbers to the checklist. The site’s organization could be improved, and more contemporary examples added. It requires some context and an assignment to leverage the vast amount of information.
Potential Effectiveness as a Teaching Tool
Rating:
Strengths:
The module is a reference tool, and as such does not identify learning objectives or build content progressively. This teaching module serves as a strong repository of ad examples that are clearly related to ad examples. Over time, additional ad examples can be easily added to build the collection. Multiple examples of ads for each principle could be easily added to the existing structure.
Concerns:
The module is very heavy on commercials and very light on webcasts. The module could benefit from additional ad formats to showcase how principles are used in other ways besides commercials and webcasts (and even 'still' ads as shown on the top of the entry page). For instance, digital ads, augmented reality, radio commercials could be incorporated into the overall structure to provide greater breadth. The site is so complete that an instructor would need to spend a fair amount of time navigating the content in order to write an effective assignment.
Ease of Use for Both Students and Faculty
Rating:
Strengths:
An outstanding feature is that the page is not excessively wordy. For each example, there is a very brief identification of the advertising principle applied, a link to the ad, and an indication if the ad either violates or complies with the principle. The site is visually appealing and is of high design quality.
Concerns:
Although principles are numbered using decimals, there are over 60 examples on the page of additional examples and it can be hard to navigate. An idea to help with readability is to use bold font to highlight certain aspects of each principles, for example credibility, humor, social cause, etc. to help professors quickly scan the page to find the principle they seek. Organization of the site could be improved.
Creative Commons:
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