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ELC 310 Day 21 Agenda Questions? Two major assignments Left – Case study analysis of an existing case – Creation of a case study Week after break 10% Last week of the semester 16% Case Study Proposals Due Nov 29 – Less than one page on the company you will be writing a case study on and where you will be getting the research. – Brick and mortar company that used a eMarketing strategy Starting today we will be in the text ebusiness.marketing – Tuesday, Nov 22 Chap 4 Schedule for last days of class November 22 – Instructor presentation of case study analysis Student Case study analysis presentations Student Case study analysis presentations Albert Chap 13 & 14 December 16 – – Student Case study analysis presentations December 13 – December 6 – December 9 – December 2 – November 29 – Albert chap 4 Written Case Studies Due Quiz 4 December 22 in Finals week at 3PM – Case study presentations Case studies (must pick one by next Tuesday) Chap 5 – – – – – – – – – – – – – – Utilities BI David Consumer Packed Goods CRM Steve Chap 11 – – – Not-for-Profit CRM Dana & Taki Chap 10 – Hardware distributor SCM Cristina Chap 8 Chap 9 – Steel Industry ERP Randy & Keith Chap 7 – Specialty manufacturer CRM Tony Chap 6 – Insurance SCM Beth Chap 12 – – – Financial Services E-commerce and BI Justin & Nicole Chapter Four Communication Research & Web Site Storyboarding Objectives The Communication Process Model The Adapted Communication Model for E-Business Marketing Message Research Model – – – – – – – – PACT Principle 1 PACT Principle 2 PACT Principle 3 PACT Principle 4 PACT Principle 5 PACT Principle 6 PACT Principle 7 PACT Principle 8 Understanding the communication process Sender’s Idea Receiver's Idea Communication Reasons for ineffective communications Noise Sender’s Idea Receiver's Idea Communication Communication Process (one way or two way) Sender Encoding Message Media Receiver Decoding Response Noise Feedback Comparison between the offline and online process Types of Communication Personal – – Non-Personal – – Face to face High interactivity Broadcast, print Little to no interactivity Hybrid – – Internet Receiver controls level of interactivity Involvement Role in the Communication Process High, Low and No involvement – – – Think feel Think do Do think do feel feel Web is Low – Branding (feel) occurs after or during visit Message Research Communication Process + Involvement Need to measure effectiveness Prefinished Formats tested Storyboards – Animatics – photographs Ripamatics – Frames or cells Photomatics – drawings Existing commercials reedited Livematics – Condensed version of the actual commercial Commercials can be tested in animatic form Using EyeTracking to test ads Positioning Advertising Copytesting (PACT) PACT 1: measure communication objectives – Broader in the online environment PACT 2: agreement on the use of research Similar in online environment (marketing, IT, research, web design) PACT 3: Multiple measurements – similar in online environment. Easier to gather and interpret – Positioning Advertising Copytesting (PACT) PACT 4: Response to hierarchical models – – PACT 5: Number of exposures – – electronic environment is low involvement understanding the critical factors investment decision importance of the attract phase PACT 6: Effective form to test – – storyboarding issues of self-reporting Positioning Advertising Copytesting (PACT) PACT 7: Use a “true” environment – – PACT 8: Test with a target audience – – – Nielsen’s useability provide an exit Mountain Sobek or Patagonia versus Amazon microsegments to nano-segments cultural preferences/differences PACT 9: Reliable and valid – PACT 6, 7, and 8 effects Positioning Advertising Copy (PACT) Testing Principles 1. Provide measurements relevant to objectives of advertising 2. Require agreement on how results will be used before each test 3. Provide multiple measures (Single measures aren't adequate) 4. Be based on a model of human response to communications 5. Consider multiple versus single exposure to the stimulus 6. Require alternative executions to have the same degree of finish 7. Provide controls to avoid the biasing effects of exposure context 8. Take into account basic considerations of sample definition 9. Demonstrate reliability and validity StoryBoarding Online methodology – address all PACT principles Review & discussion of process on page 60 Case Study Analysis Methodology – Critical analysis – Format Grading – – Individual Case Collective over all cases Student and Instructor Rubric Author’s PowerPoints available – Need work