Student Text Evaluation Project

Spring, 1999

These pages contain the entire contents of the text evaluation package. Feel free to print them should the need arise. For an estimate as to the current location of text packages, click on "Go to Book Crew". Any questions . . . send an email.

Go to Instructions
Go to Semantic Form
Go to Free Response Form
Go to Overall Ranking
Go to Book Review Crew



MKT. 440

TEXT EVALUATION INSTRUCTIONS

Spring. 1999

This brief summary is designed to assist you in the task of evaluating five texts for possible MKT. 440 adoption during the 1999-2000 academic year. Be aware that your instructor regards students as the primary clientele of the Department of Marketing. As such, your input is helpful in the design and implementation of the course. It is therefore important that you undertake this research exercise with care. Your efforts will make a difference!

Before beginning, make sure that you have the following items::

1. Five texts:

Belch, G & M. Belch. Advertising & Promotion. Chicago:
Irwin/McGraw-Hill, 4th Ed., 1998.

Burnett, J. & S. Moriarty. Integrated Marketing Communications.
Englewood Cliffs, NJ: Prentice-Hall, Inc., 1998.

Russell, J., & T. Lane. Advertising Procedure.
Englewood Cliffs, NJ: Prentice-Hall, Inc., 1999.

O'Guinn, T., Allen, T., & R. Semenik. Advertising. Cincinnati, OH:
Southwestern Book Publishers, Inc.,1997. (+ 2nd Ed. [July, 1999] preview)

Wells, W., Burnett, J., & S. Moriarty. Advertising Principles & Practices.
Englewood Cliffs, NJ: Prentice-Hall, Inc. 4th Ed., 1998.

2. The following forms:

a. 5-item semantic differential (5 copies).

b. Free response form: "Three things I LIKE," etc. (5 copies)

c. Overall rank order form.

d. List of participants.

The following is a suggested but not required procedure that should help make your work a bit easier. It is similar to but not exactly the same as the approach that I use when reviewing books for possible MKT. 440 adoption. You may have an alternate procedure that works better for you. If that's the case, feel free to pursue it.

The bottom line is: Do a good job!

For each text, consider the following steps:



Review Instructions --- two

Step 1. Review in detail the Table of Contents for the coverage and logic of the book's

organization.

Step 2. Sample the contents of at least five of the following chapters:

1. Consumer behavior.

2. Planning/strategy.

3. Media Planning.

4. Advertising research.

5. Institutions (agencies).

6. Regulation.

7. Creative (copy/design)

Step 3. Feature Analysis:

Conveniences: Chapter objectives, margin notes, chapter
summaries, glossaries.

Coverage: Completeness, light weight, superficial or in depth treatment.

Experiential elements: Cases, exercises.

Interest points: Illustrations, vignettes, etc.

Design: page organization, type, use of white space.

Orientation: Heavy or light on theory; heavy or light on applications,
how-to-do-it materials.

Organization: Logical, convenient, flow.

Writing style: Easy, difficult

Make notes on each text as you go along; if you don't, you are likely to lose some of the details.

Step 4. Fill out the forms.
As you finish each book, fill out the semantic and free response forms. Move on to the next text. Repeat the procedure. Typing your responses on these forms is not required; your handwriting will suffice. Pencil work is ok; you might change your mind about some of your judgments as you progress through the list.

When you have finished with all of the books, fill out the ranking form. Include your justifications.

Step 5. Finale:
Submit your completed forms. Make arrangements to pass the texts on to another party on the list or return them to me. The books should be in your possession no more than 3 or 4 days; preferably less. Good work will earn you a one grade enhancement. Good luck!!!



Dr. K.
Revised: 01/25/99



MKT. 440

TEXT EVALUATION

SPRING, 1999

REVIEWER NAME:_____________________________ DATE:___________________

TEXT (Author, Title):_____________________________________________________

For the questions below, circle the number that best corresponds to your judgement.

1. Clarity/writing style:

This text is generally:

1___________2__________3___________4____________5____________6___________7
Clear
easily understood		Hazy
difficult



2. Interest value:

This text generally seems: 1____________2___________3___________4___________5___________6__________7
Extremely
interesting		Dull
boring



3. Completeness Content:

This text seems to be: 1__________2__________3___________4___________5___________6___________7
Thorough,
complete		Incomplete



4. Level of Sophistication:

This text is: 1__________2__________3____________4___________5___________6___________7
Very high
level		About right
for a junior/senior
course		Lightweight













MKT. 440

TEXT EVALUATION

SPRING, 1999

REVIEWER Name:___________________________________ DATE:_________________

TEXT(Author,Title):__________________________________________________

Three things I particularly like about this text are:

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

Three things I do not like about this text are:

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________























MKT. 440

TEXT EVALUATION

SPRING, 1999

REVIEWER NAME:_________________________________ DATE:________________

Overall, my preference for these books is:

1st Choice:

_____________________________________________________________________

Main Reason(s):

_______________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

2nd Choice:

______________________________________________________________________

Main Reason(s):

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

(over)

Please continue the ranking process . . .

3rdChoice:

______________________________________________________________________

Main Reason(s):________________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

4thChoice:

______________________________________________________________________

Main Reasons(s):_______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

5thChoice:

______________________________________________________________________

Main Reason(s):________________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

(Please, use additional pages if necessary.)



Book Review Crew

Spring, 1999

Hillary Bardack
W 1900		Dan Barrett
W 1900		Eric Barone
TTh 1400 		Eric Cooper
TTh 1400
Woodland HillsNorthridgeSomis Encino
310 472 74921 888 877 5379
ask for . . .
818 882 7739		805 795 4917818 907 2785
hbardack@aol.comDBarrett@csun.edueric.p.barone@csun.eduDJCire@hotmail.com
Crystal Drake
TTh 1230		Traci Gavzer
TTh 1230		Dave Lins
W 1900		Erin McMahan
W 1900
OakviewNewbury ParkTarzana Newbury Park
805 646 8647805 375 0906818 832 4155805 499 2483
*
*
*
*
Gus Melkoyan
TTh 1230		Mary Mktarian
TTh 1400		Kristine Oganesyan
TTh 1400		Teresa Patrick
TTh 1230
BurbankBurbankGlendaleWestlake
818 829 8541818 645 7147818 545 0256805 373 3830
Ichor7@aol.com
mtm28143@csun.edu
*
*
Lisa Roth
TTh 1230		Diana Russ
W 1900		Jimmy Sanders
TTh 1400		Zhanna Tartanyan
W 1900
CalabasasCanyon CountryLos AngelesPasadena
818 591 0543818 407 1947 323 750 5631626 577 7805
*
*
jsand3@earthlink.net
*
Lucy Tashdjian
TTh 1230
LEGEND:
Has the Review
Package (Due Date)
Review Completed
Glendale
*
*
*
818 244 4654
*
*
*
*
*
*
*

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(Revised: 5/25/99)