#1639. Advertising Age: Using the Internet

Literature, level: Senior
Posted Tue Mar 21 14:52:23 PST 2000 by Maeve T. O'Driscoll (odriscolls@earthlink.net).
Ardsley High School, Ardsley, NY
Materials Required: Internet Access
Activity Time: one lesson (45 min.) for students to research
Concepts Taught: Using Advertising Age's website to discover the field of advertising

Name _______________________________ Date _____________
Mass Media: Advertising Mrs. O'Driscoll

Studying Advertising Age

Advertising Age is one of the advertising industry's most popular and widely read trade magazines.
Use the Internet to explore the magazine's website (www.adage.com) and
answer the following questions below.

1. What are the main news stories under Daily Deadlines? _______________________________________________________________________________________________________________________________________________________________________________________________________________

2. Go to Account Action. What major accounts are up for grabs? Name three, giving the client, budget, contenders for the account, and anticipated decision date. ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

3. Examine Special Report. Choose one list that interests you. What information does this report contain? Does the information surprise you? Why or why not? ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

4. Click on one of the Features. Who is the author? What is the report about? Explain. ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

5. Check out Bob Garfield's Ad Review. Try to find one ad reviewed with which you are familiar. What does Garfield say about the ad? Do you agree with Garfield's assessment of the ad? Why or why not? ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

6. Click on People. What is the purpose of this page? _______________________________________________________________________________________________________________________________________________________________________________________________________________

7. Where on the web site can you track the progress of the 50 leading advertising agencies, advertisers, and media companies selected by Ad Age? Which companies lead? What is each firm's current stock value as shown? Check each category. ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

8. What other features does the Ad Age site include? Explain. _______________________________________________________________________________________________________________________________________________________________________________________________________________

9. Go to www.adweek.com. What similarities/differences do you notice between the two sites? _______________________________________________________________________________________________________________________________________________________________________________________________________________

10. Notice Ad Week's "Clio Awards*" icon (www.clioawards.com). According to the information given, why was Volkswagen voted "advertiser of the year -- 1999?" See Press Releases. _______________________________________________________________________________________________________________________________________________________________________________________________________________

*Begun in 1959, Clio recognizes advertising excellence worldwide in the areas of TV, Print, Outdoor, Radio, Integrated Media, Package Design, Student, and Web Sites.