Download Syllabus - Foster School of Business

Advertising and Promotion Management – MKTG 540
Spring 2015 – Syllabus (EVENING)
Instructor Elizabeth Stearns ~ 438 PACCAR Hall ~ [email protected]
TEXT: ADVERTISING, PROMOTION AND IMC, 8TH OR 9TH EDITION, TERRENCE A. SHIMP & ANDREWS
RECOMMENDED: OGILVY ON ADVERTISING, DAVID OGILVY
CASES AND ARTICLES COURSE PAK
DATE
TOPICS
1
A Overview of Communications Mix
3/31
Advertising Development Process
B Advertising & Branding
Message Strategy/Creative INTRO
2
A Copy Development Process/USP
4/7
Creative: “How It’s Really Done”
REQUIRED READINGS
& CASES
"Being A Madmen Without Losing the Plot"
"The Continuing Power of Mass Advertising"
Speaker: Hugh Saffel
Saffel Creative Services
Agency/Client Relationships
B Advertising Research/Assessment
3
4/14
A Agency Presentations
Budgeting SOA/SOM, A/S
B Intro to Media Planning & Buying
BDI/CDI Analysis
4
4/21
"The Buzz on Buzz"
"The Case for Brand Loyalty"
"Advertising’s New Medium: Human
Experience"
"Ad Spending: Maintaining Market Share"
"Linking Advertising and Brand Value"
A Media Cont’d: Classic & Digital Experts
"Social Media: The New Hybrid Element of
the Promotion Mix"
"Advertising Analytics 2.0"
CASE (Skim): "SUAVE"
"Media Planning for Pfeifer’s Fine Olive Oil"
B Intro to International
CASE (Skim): "Heineken NV"
Speaker: Janice Merlino
Principal, Media Buyer, Merlinobauer
Speaker: Maya Hasson
Account Lead, Centro
ASSIGNMENTS DUE
Teams of 2-3 (W)
IRS: Positioning and
Strategy Exercise
RESOURCES &
TEXT READINGS
8th Ed: Chs 1, 4-5
9th Ed: Chs 1, 5
8th Ed: Ch 8
9th Ed: Ch 10
8th Ed: Ch 7, Ch 3 (Skim)
9th Ed: Ch 9, Ch 3 (Skim)
Prizm/Claritas: Nielsen
8th Ed: Chs 2 & 10
9th Ed: Chs 2 & 17
Agency (W/O)
Nestle Refrigerated
Foods: Contadina
Agency (W)
SUAVE
8th Ed: Ch 6
9th Ed: Ch 8
8th Ed: Ch 11, Chs 12-13
(Skim)
9th Ed: Ch 16, Chs 12-13
(Skim)
"Paid Search Advertising"
Cannes Advertising Awards
Website
DATE
TOPICS
5
A Agency Presentations
4/28
6
5/5
7
5/12
"P&G and Everyday Low Prices"
"If Brands are Built over Years, Why are they
Managed over Quarters?"
A Sales Promotion Cont’dEthics
"Volvo and the Monster Mash"
"Sodastream’s CEO on Turning a Banned
Super Bowl Ad into Marketing Gold"
"Nike Football: World Cup 2010 South
Africa"
Individual
Agency Credentials
Review: QUAM
"Mekanism: Engineering Viral Marketing"
"Demystifying Social Media"
Agency (W)
Reliance Baking Soda:
Optimizing Promotional
Spending
B Event/Sports Advertising
“When bad things happen to your
spokespeople”
A Integrating Madison Avenue with Social
Media
Speaker: Mike Reeder
Director, Global Coffee & Strategic
Partnerships
10
6/2
Agency (O)
Benetton: The United
Colors Communications
Campaigns
A Pro Bono
Agency Presentations
"Experience China: A National Image
Campaign in the United States"
SKIM: "Charles Schwab & Co. Inc: 'Talk to
Chuck' Advertising Campaign"
CASE (Read): "Ad Council Earth Share
Campaign"
B Direct Marketing/CRM
"Building Brands Without Mass Media"
A Direct Marketing Cont’d
B Wrap Up / Agency Awards
"Where is Advertising Going? Into ‘Stitials’"
RESOURCES &
TEXT READINGS
8th Ed: Chs 15-17
9th Ed: Chs 18-20
"Cardagin: Local Mobile
Rewards"
8th Ed: Chs 20 & 21
9th Ed: Chs 4 & 22
8th Ed: Ch 19
9th Ed: Ch 21
"Managing the Crisis You Tried to Prevent"
"Dumb Ways To Die"
A Agency Presentations
B Corporate Image Advertising
9
5/26
ASSIGNMENTS DUE
Agency (O)
Heineken NV: Global
Branding and
Advertising
B Sales Promotion / POP
B PR/Publicity
8
5/19
REQUIRED READINGS
& CASES
8th Ed: Ch 2 & 13
9th Ed: Ch 2 & 14
8th Ed: Ch 9
9th Ed: Ch 11
8th Ed: Ch 18
9th Ed: Ch 21
Agency (O)
Earth Share Challenge
Case
8th Ed: Ch 14
EVALUATION OF AGENCY WORK
Your work will be evaluated on several dimensions. The relative weighting of each of these dimensions is given below:
Mini team 2-3 people
IRS Positioning/Strategy Brief
Individual
QUAM
Agency Presentations
Nestle Contadina
Suave
Heineken NV
Reliance Baking Soda
Benetton
Earth Share Challenge Case
TOTAL:
5%
WRITTEN
15%
WRITTEN in Class
Written/ORAL
Written
ORAL
Written
ORAL
ORAL
10%
15%
15%
10%
15%
15%
80%
100%
 All pitch work is due on the day indicated by the Client. Given the pressures of management, no work is accepted after that date.
Responsibility for readability lies with the agency. If something cannot be understood because of any technology glitch, it will not be included in the
pitch, nor will it be forwarded to senior management.

Specific Instructions will be given for each Company. These are linked to different areas of expertise that The Client would like to assess in
determining an agency partner.
DELIVERABLES ~ KEY REQUIREMENTS: The syllabus indicates in bold W, W/O, or O (Written, Written and Oral, Oral)
o
o
o


ORAL must also include HARD Copy of Presentation with any key annotations
Written/ORAL: Written is to be a word document which provides evidence of analysis and detail seen in the summary ORAL
A TIME LIMIT is set for all ORAL. These will be noted as appropriate to the requirements of the pitch.
Peer Evaluations: You will also evaluate the performance and contribution of your individual agency colleagues. An assessment form will be
distributed.
Class Participation is important and either counts for or against your final assessment depending on the richness and quality of your individual
contribution to the overall learning experience. Participation is essential.
OVERVIEW: BIG PICTURE
Be aware of the communications which surround you in your daily life. Think about them critically from the standpoint of a marketer as well as from
that of a consumer.
Take advantage of the classroom as a laboratory to think out of the expected way. Challenge yourself to look at communications as a way of effecting
relationships with customers, not simply as single events. Take risks and support your thinking.
The course has been developed to:

Help understand the costs and benefits of communications programs as they affect the company’s financial performance (profitability)

Develop skills in decision making in complex situations under conditions of uncertainty and incomplete information

Provide an opportunity to enhance the students’ oral and written communications skills. In the advertising business, how you say something is as
important as what you say.
The HONOR CODE is taken seriously for all work. No work is to be offered or shared except in teams as indicated. All work is to be
original or must be clearly sited.
Agencies
You will be divided into agencies with 4 or 5 Directors. Those are: Creative, Media, Account Management, Research/Planning/Consumer Insights,
and Integrated/Total Communications. It is strongly recommended that you have a distinct identity and clear positioning in the Client’s mind.
As Agencies, you are to be prepared not only to hand in your point of view on a particular case, but also be prepared to present to the competing
agencies and the Client.
There are four planned opportunities for oral presentations.
The Client may add new information along the way, or request last minute case presentations (oral only). Specific requirements will be
identified prior to each case.
All Agency work is due by NOON on the day indicated by the Client. This work should be emailed in PowerPoint to the Client ([email protected])
with the Research V.P. ([email protected]) copied.