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JOUR820Openingnight JOUR820Openingnight Presentation Transcript

  • Welcome to JOUR 820Marketing Fundamentals
    Denise Linville
  • Viral video chartAd AgeUsername: jayhawkPassword:kujschool
  • ???
    View slide
  • Isaiah Mustafa
    View slide
  • http://www.youtube.com/watch?v=owGykVbfgUE
  • Who was the target?
  • Who created the campaign?
  • Craig and EricWieden and Kennedy
  • What was the objective?
  • How’d it do?
    http://www.youtube.com/watch?v=fD1WqPGn5Ag
  • www.marketingpower.com
    http://www.marketingpower.com/Pages/default.aspx
  • Who was the initial target for the viral response campaign?
  • Who was the initial target for the viral response campaign?
    Influencers (aka gatekeepers)
    Had influence over technorati and social media addicts
    Perez Hilton, Ellen Degeneres, Demi Moore, George Stephanopoulos, Chicago Blackhawks and Starbucks
    Key: Kevin Rose, Digg founder, 1 m followers
  • What else may have caused the increase in sales?
    http://www.oldspice.com
  • What is the ultimate measurement of campaign success for P&G?
  • IMC?
  • IMC?
    Integrated Marketing Communications
    “A planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.”
    “One look, one voice”
  • What is the ultimate measurement?
    $$$ Profit $$$
    ROI
  • Just for fun
    Youtube – how it was filmed video
    http://oldspicevoicemail.com/female.html
  • Which U.S. colleges were the first to offer graduate degrees?
  • Early Rivalry
    Harvard (1814) medical school (1817) law and (1822) theology
    Yale (1823) medical school (1822) theology (1824) law
  • How is a graduate education different from an undergraduate education?
  • True University?
    Johns Hopkins (1876)
    Objective: advance knowledge and apply the fruits of research to problems of daily life
    Inaugural address “for less misery among the poor, less ignorance in schools, less bigotry in the temple, less suffering in the hospital, less fraud in business, less folly in politics”
  • Need more motivation? What is lifetime median salary earnings for completion of master’s degree?
  • Avg Lifetime Earnings
    High school $1.2 million
    Bachelors $2.1 million
    Masters $2.5 million
    PhD $3.4 million
    "The Big Payoff: Educational Attainment and Synthetic Estimates of Work-Life Earnings”
  • Jim Furyk oversleeps, is disqualified from The Barclays