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  • Turnover of over 50 billion in over 150 countires 46 billion + on advertising and promotion
  • WHITE considering purely what information is available, what are the facts? RED instinctive gut reaction or statements of emotional feeling (but not any justification) BLUE thinking about thinking BLACK Flaws judgment - logic applied to identifying flaws or barriers, seeking mismatch Good points judgment (Yellow) - logic applied to identifying benefits, seeking harmony Creativity (Green) - statements of provocation and investigation, seeing where a thought goes
  • Can be a person Everything You Ever Wanted to Know about One Another 1.        If you were to choose a new name for yourself, what would it be? 2.       If you were given an extra $10 in change at Walmart, what would you do with it and why? 3.       What’s the biggest lesson you’ve learnt from your past relationships? 4.       What’s one of your worst habits? 5.       What was the best day of the past week for you - why? 6.       What are you wearing today which is most reflective of who you are? 7.       Choose a unique item from your wallet and explain why you carry it around. 8.       If you could change one thing about your physical appearance what would it be and why? 9.       Share one of your most embarrassing moments. 10.  If you were given a million dollars and 24 hours to spend it in, (no depositing it in the bank or investing it) what would you buy?
  • 1+intro+2012

    1. 1. hellohellohello Professor Jane Machin
    2. 2. Advertising ManagementMarketing 4304Dr. Jane Machin
    3. 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. 4. Course Overview IMC Overview Branding Other Topics Media Creative Professor Jane Machin
    5. 5. Branding  What is a brand?  Brand positioning  Uncovering consumer needs  Addressing consumer needs  Case Study & practice Professor Jane Machin
    6. 6. Creative  Creative planning  Creative briefing  Creative development  Creative evaluation  Case Study & practice Professor Jane Machin
    7. 7. Media  Media planning  Media options  Evaluating media effectiveness Professor Jane Machin
    8. 8. Other Topics  New product development  Regulation  Social and ethical considerations  International marketing communications Professor Jane Machin
    9. 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. 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. 11. If you have questions… Professor Jane Machin
    12. 12. Syllabus Quiz1. 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. 13. Professor Jane Machin
    14. 14. Information Emotions ThinkingCreativity ‘Bad points’ ‘Good points’ Professor Jane Machin
    15. 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. 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. 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