Download CCT356: Online Advertising and Marketing - cct356-w12

CCT356: Online
Advertising and
Marketing
Class 1: Introduction
Welcome!
 History of course
 Structure of course
 A bit about myself, Pam, Mehria
Importance of Course
 Traditional media decline = divergence of resources
 Online ads now exceed print worldwide
 Shifting audience – and implications for media players
 Example: 2012 Iowa caucuses – TV ad spending down,
online advocacy for candidates up (including many
earned media examples)
 Increasing market needs – a good time to learn this!
Online ad examples?
 What is effective from your experience?
 What isn’t?
Basic Course Information
 Lectures
 Text
 Readings (can be added based on guest spots)
 Google tie-in
 Plagiarism Notes
Text
 http://www.quirk.biz/emarketingtextbook/download
 Free text from Quirk, a S.A. marketing company –
robust but some examples will be culturally specific
Guests
 Pam on marketing strategy – good for final paper
 Hope to get:
 Julie Tyios or Michael Cayley for social media
marketing
 Keith MacDonald for Web analytics
 Perhaps a bit on online political campaigning from
experiences in the last provincial election
 All guests bring in their perspectives and may assign
their own readings for reflection
Wiki
 http://cct356-w12.wikispaces.com
 A brief tour of features
 Notes on public forum and etiquette
Google Online Marketing
Challenge
 http://www.google.com/onlinechallenge/
 $250 budget for Adwords campaign – to be integrated
into final project
Assignments
 Annotated Bibliography
 Online Advertising Critique
 Online Ad Design
 Final Project
 Final Exam
Annotated Bibliography (10%)
 Many sources of information emerging in area and not (yet)
peer-reviewed/academic – too emergent for that to be the
case of yet
 Scan the field – pick two articles, summarize, post on class
wiki, add tags (folksonomy)
 Sources?
 Must have clear link to course topics
 Due by March 20 – but easy and advisable to do early
 No repeats
Online Advertising Critique
(15%)
 Pick two instances of an online advertisement effort
 *Must* be targeted to online audience/environment– e.g., a
30-second Superbowl ad posted on YouTube isn’t an online
advertisement – know the history of your ad
 About 400-500 words each, posted on personal wiki
 Integrated visuals/media work well as can background
history/sources – even interviews (good way to get foot in
door!) – not just personal opinion, but some
background/research/analysis on campaign
 Due Feb. 7 on personal wiki
Online Ad Design (15%)
 Build a campaign for client (e.g. invent logos/name/color schemes,
etc.)
 Can be a fake client – must at least not violate existing
look/feel/logo/tagline/slogans.
 Develop three modes of advertising (e.g., banner ads, FB ads,
email marketing, etc.) – not just awareness/engagement (e.g., FB
pages, Twitter handles, etc.)
 Brief (300-500 word) description on process, ideation, concept,
execution
 NOT a full marketing strategy – that’s the next assignment
 Due Feb. 28 on personal wiki
Final Project (30%)
 In groups of 4, do a full campaign for online/social media
interaction
 Must be a real client with real people/concerns involved –
also provide contact info for client to verify
 Must conform to organization’s limits (e.g., if they can’t
possibly afford or support your solution, it’s not a good
choice.)
 Not necessarily just a laundry list of technologies – if they
have no strategic use for a tech, why include it? Be
strategic given their abilities, budget, etc.
 Assuming Google Marketing Challenge works out – Google
AdWords as a component with the $250 credit
Final Exam (30%)
 At UTM during exam period (time/date TBA)
 Mostly application of concepts, some MC based on
core concepts from text
 More to follow as date arrives
Next Week
 Download and read Chs. 8/12 – foundational stuff but
still very useful
 Hopefully the first confirmed guest spots will be
finalized by then