Advertising/Media

What Makes a “Good” Ad 2

Breaks through Breaks through Memorable Memorable Achieves one or more of the following Achieves one or more of the following Creates awareness Creates awareness Explains a product Explains a product Develops an image Develops an image Closes the deal Closes the deal 3

Social Media and Marketing Digital has been widely embraced by consumers and by many organizations Digital has been widely embraced by consumers and by many organizations Still, the adoption of digital channels for marketing use — Web sites, mobile apps, online sales and customer service, and other smart touches — has often occurred haphazardly Still, the adoption of digital channels for marketing use — Web sites, mobile apps, online sales and customer service, and other smart touches — has often occurred haphazardly Three ongoing issues: Three ongoing issues: 1) inconsistent brand experiences 2) poorly invested resources 3) the limited strategic impact of digital on the overall business

One Solution: Change the funnel Awareness Consideration Preference Purchase

Solution: Put customer in center

Starts with Strategy Best Buy said Tuesday it is discontinuing Twelpforce, a Twitter-based tech support initiative it launched nearly four years ago. Complement Enrich Extend DiscoverExploreBuyEngage

Create a Complete Meal 9 Advertising Paid search Sponsorships WOM Buzz “Viral” Web site Mobile site Blog Twitter Fruits & Veg Protein Carbs

Different channels may work better than others when developing a campaign; however integrated marketing maintains a holistic view Marketing Funnel Stage Usage Commitment Evaluation Awareness Consideration Advocacy Word-of-Mouth Television Mail Direct Radio Website Cellular Placement/ Product Sampling Magazines Social media Phone Ordering Customer Service Retail Point of Sale Face-to-Face Website Rewards/Loyalty Programs Billboards Blogs Social media Peer-to-Peer

A word about Product Placement 11

Advertising media/ media/ asuring_Social_Media_ROI_Takes_Off_for_Vir gin_Americahttp:// asuring_Social_Media_ROI_Takes_Off_for_Vir gin_America why-marketers-still-struggle-to-measure-social- media-roi/ 12

Presentations 13 Questions/comments/Teams…

14 Presentations Teams should have 4-5 members. You should let me know your team by October 28 th. I will form teams for those not on a team by October 29 th Teams must submit their proposed topic and point-of-view by October 29th The schedule of presentations will be decided by end of October; presentations will be November 11 and 18 The presentations can use whatever visuals are feasible and desired (power point is fine) The presentations should last NO MORE than 10 minutes, plus 5 for questions Each team member must participate in the presentation The assignment is to explain a facet of marketing using a case study with a point-of-view: how should the rest of us think or feel about the issue or the case?, ) The only deliverable is the presentation, including the presentation materials (i.e., no “report” is needed, but I would like a copy of presentation)

15 Keys to a Good Grade Communicate clearly upfront why the topic is of importance to the audience and what you want them to take away Seamless coordination among your team/stick to timing Effective use of graphics/visual aids Clear point-of-view with implications in summary Succinct, insightful, engaging presentaitons will be what elevates a team to a good grade

Tonight Quiz Quiz Advertising Advertising Presentations Presentations 16

Quiz: Tiffany & Co For over 170 years, the name Tiffany has been synonymous with romance, style, quality and luxury. For over 170 years, the name Tiffany has been synonymous with romance, style, quality and luxury. While the US has struggled to recover from a recession during the last couple years, Tiffany’s share value surged 45% While the US has struggled to recover from a recession during the last couple years, Tiffany’s share value surged 45% Looking to 2013, the company wants to broaden its target to include the year old segment: Looking to 2013, the company wants to broaden its target to include the year old segment: What is its competitive advantage What is its competitive advantage How should it position itself to this segment How should it position itself to this segment What are the 2-3 marketing messages it should use to support its positioning to this segment What are the 2-3 marketing messages it should use to support its positioning to this segment 17