Week 6 advertising pt 2

Advertising/MediaAdvertising/Media

What Makes a What Makes a “Good” Ad“Good” Ad

2

What Makes a What Makes a “Good” Ad“Good” Ad Breaks through Memorable Achieves one or more of the following

Creates awareness Explains a product Develops an image Closes the deal

3

Social Media and MarketingSocial Media and Marketing 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

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 StrategyStarts 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

Discover Explore Buy Engage

Create a Complete MealCreate a Complete Meal

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AdvertisingPaid searchSponsorships

WOMBuzz“Viral”

Web siteMobile siteBlogTwitter

Fruits & Veg

Protein

Carbs

Different channels may work better than others when developing a Different channels may work better than others when developing a campaign; campaign;

Marketing Funnel Stage

Usage

Commitment

Evaluation

Awareness

Consideration

AdvocacyWord-of-Mouth

Television

Mail

Direct

Radio

Website

E-MailCellular

Placement/ProductSampling

Magazines

Social media

Social media

PhoneOrdering

Customer Service

RetailPoint of SaleFace-to-Face

Website

Rewards/LoyaltyPrograms

Billboards

Blogs

Social mediaPeer-to-Peer

AdvertisingAdvertising

http://mashable.com/2013/02/13/roi-social-http://mashable.com/2013/02/13/roi-social-media/media/http://www.cio.com/article/740100/Measuring_Social_Media_ROI_Takes_Off_for_Virgin_America

http://websitemetrics.net/20-stats-that-explain-why-marketers-still-struggle-to-measure-social-media-roi/

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PresentationsPresentations• Teams should have 4-5 members. You should let me know your team by

October 28th. I will form teams for those not on a team by October 29th

• 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))

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Keys to a Successful Keys to a Successful communictioncommuniction

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