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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.