1. hello
hello
hello
Professor Jane Machin

2. Advertising Management
Marketing 4304
Dr. Jane Machin

3. Me!
 Degree in Russian & German
& Business
 Marketing Management for
Unilever for 6 years
– Brand Manager Clearblue
– Fertility Category Manager
 PhD from Wharton School,
University of Pennsylvania
 Married with 3 sons….
 I am British….
Professor Jane Machin

4. Course Overview
IMC Overview
Branding
Other Topics
Media Creative
Professor Jane Machin

5. Branding
 What is a brand?
 Brand positioning
 Uncovering consumer needs
 Addressing consumer needs
 Case Study & practice
Professor Jane Machin

6. Creative
 Creative planning
 Creative briefing
 Creative development
 Creative evaluation
 Case Study & practice
Professor Jane Machin

7. Media
 Media planning
 Media options
 Evaluating media effectiveness
Professor Jane Machin

8. Other Topics
 New product development
 Regulation
 Social and ethical considerations
 International marketing communications
Professor Jane Machin

9. Course Emphasis
 Developing strategy and implementing effective
communication campaigns within an integrated
marketing communications program
– Focus on the PROCESS
 Integrate your consumer experiences with
marketing communications with theories and
managerial insights
Professor Jane Machin

10. Assessment
 Individual class participation/preparation (30%)
– Reading each session
– Participation in class / Scholar forums
– Research assignments
 Individual brand papers (30%)
– 2 case studies (Mini and Mountain Dew)
– Integrated reading assignment
 Group IMC plan (40%)
– Burt’s Bees
Professor Jane Machin

11. If you have questions…
Professor Jane Machin

12. Syllabus Quiz
1. Which two RA assignments are you required to do?
2. Where do I post new readings during the course?
3. What two ways can you get participation points in this course?
4. What extra credit opportunities are available?
5. What does SCH stand for in this course?
6. What rights do you give Burt’s Bees in the group project?
7. How do you submit the “What’s Important” write ups?
8. What do you have to do before class on Thursday?
9. How do you get a bonus point on the Integrated Reading task?
10. What is minimum # sources for the research assignments?
Professor Jane Machin

13. Professor Jane Machin

14. Information Emotions Thinking
Creativity ‘Bad points’ ‘Good
points’
Professor Jane Machin

15. Getting to know one another
1. On clean piece of paper, write down:
• 1 brand you LOVE to use
• 1 brand you would NEVER use (but you do consume category)
1. Fold paper
2. Get into a small (4-6 people) group
• Shuffle folder papers together
1. For each piece of paper
• Read aloud the brands (use most and never)
• Try to guess who wrote it
1. Discuss
• What chosen brands say about the person
• Whether used or non used brands more informative
Professor Jane Machin

16. Agency Team Name formation
• Agree one central concept you want to communicate
– Want do you want your agency to stand for?
– What story do you want your agency to tell?
• Creativity? Productivity? Performance?
– What personality do you want to have?
• Fun? Serious? Trustworthy?
 Mind map words from this concept
 What words /letters ‘sound right’?
– Communicate meaning (strawberry vs blackberry)?
– Prefixes or suffixes (think “-ium” or ”-er”)
– P is crisp; T is fast
 Think about common rules (but don’t be constrained)
– Short
– Consonant-vowel-consonant
– Pleasantness of sound (e.g. alliteration)
 “Test” it for intrinsic value
– Porsche Pentium
Professor Jane Machin

17. For Tuesday:
– Read “Listening to Groundswell” (CP)
– Write “What’s Important” (inline!)
–Think of
• 1 brand that does great IMC
• 1 brand that does awful IMC
Professor Jane Machin