Mis5101 wk4 information goods
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Slides from week 4 of MIS5101: Business Intelligence taught by Prof. Steven L. Johnson at Temple University Fox School of Business.
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Persuasive
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Factors to Consider in Setting an Advertising Budget
Stage in the product life cycle
Market share and consumer base
Competition and clutter
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Developing the Advertising CampaignMessage generation and evaluationCreative development and executionSocial responsibility review
Creative BriefPositioning statementKey messageTarget marketObjectivesKey brand benefitsBrand promiseEvidence of promiseMediaBackgroundCreative considerations
Television
AdvantagesReaches broad spectrum of consumersLow cost per exposureAbility to demonstrate product useAbility to portray image and brand personality
DisadvantagesBrief ClutterHigh cost of productionHigh cost of placementLack of attention by viewers
Print Ads
AdvantagesDetailed product informationAbility to communicate user imageryFlexibilityAbility to segment
DisadvantagesPassive mediumClutterUnable to demonstrate product use
Print Ad Components
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Media SelectionReachFrequencyImpactExposure
Figure 1.2 Relationship among Trial, Awareness, and the Exposure Function
Reach x Frequency = GRPs
Choosing Among Major Media TypesTarget audience and media habitsProduct characteristicsMessage characteristicsCost
Major Media TypesNewspapersTelevisionDirect mailRadioMagazinesOutdoorYellow pagesNewslettersBrochuresTelephoneInternet
Table 18.2 Marketing Communication Expenditures (2001)Media$% of TotalTV52.722Radio19.48Internet3.41Magazines12.35Newspaper49.421
Place AdvertisingBillboardsPublic spacesProduct placementPoint-of-purchase
Measures of Audience SizeCirculationAudienceEffective audienceEffective ad-exposed audience
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Media Schedu.
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Chapter QuestionsWhat steps are involved in developing an advertising program?How should sales promotion decisions be made?What are the guidelines for effective brand-building events and experiences?How can companies exploit the potential of public relations and publicity?
Advertising
Any paid form of nonpersonal presentation
and promotion of ideas, goods, or
services by an identified sponsor.
Procter & Gamble’s Advertising History
Click on the video icon to launch a video clip about Procter & Gamble’s advertising history.
Figure 18.1 The Five M’s of Advertising
Advertising Objectives
Informative
advertising
Reminder
advertising
Reinforcement
advertising
Persuasive
advertising
Factors to Consider in Setting an Advertising Budget
Stage in the product life cycle
Market share and consumer base
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Product substitutability
Developing the Advertising CampaignMessage generation and evaluationCreative development and executionSocial responsibility review
Creative BriefPositioning statementKey messageTarget marketObjectivesKey brand benefitsBrand promiseEvidence of promiseMediaBackgroundCreative considerations
Television
AdvantagesReaches broad spectrum of consumersLow cost per exposureAbility to demonstrate product useAbility to portray image and brand personality
DisadvantagesBrief ClutterHigh cost of productionHigh cost of placementLack of attention by viewers
Print Ads
AdvantagesDetailed product informationAbility to communicate user imageryFlexibilityAbility to segment
DisadvantagesPassive mediumClutterUnable to demonstrate product use
Print Ad Components
Headline
Picture
Signature
Copy
Print Ad Evaluation CriteriaIs the message clear at a glance?Is the benefit in the headline?Does the illustration support the headline?Does the first line of the copy support or explain the headline and illustration?Is the ad easy to read and follow?Is the product easily identified?Is the brand or sponsor clearly identified?
Media SelectionReachFrequencyImpactExposure
Figure 1.2 Relationship among Trial, Awareness, and the Exposure Function
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Place AdvertisingBillboardsPublic spacesProduct placementPoint-of-purchase
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Figure 18.3 Classification of Advertising Timing Patterns
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Record (what)
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Stage in the product life cycle
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Creative BriefPositioning statementKey messageTarget marketObjectivesKey brand benefitsBrand promiseEvidence of promiseMediaBackgroundCreative considerations
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Print Ads
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Advertising
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and promotion of ideas, goods, or
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Click on the video icon to launch a video clip about Procter & Gamble’s advertising history.
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Advertising Objectives
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advertising
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Stage in the product life cycle
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Creative BriefPositioning statementKey messageTarget marketObjectivesKey brand benefitsBrand promiseEvidence of promiseMediaBackgroundCreative considerations
Television
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Headline
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Reach x Frequency = GRPs
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Major Media TypesNewspapersTelevisionDirect mailRadioMagazinesOutdoorYellow pagesNewslettersBrochuresTelephoneInternet
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Place AdvertisingBillboardsPublic spacesProduct placementPoint-of-purchase
Measures of Audience SizeCirculationAudienceEffective audienceEffective ad-exposed audience
Figure 18.3 Classification of Advertising Timing Patterns
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I attached another student post powerpoint.
Response Guidelines
Review the posts of your peers and respond to one of them. Address the items they would like you to focus on, but make sure your feedback considers both the content of the material and its presentation. Tell them what you liked about the presentation. Make a suggestion or two for improvement. The thoughtful feedback you give your peers will not only help them improve their work but will also provide you with insights about your own work.
This is the information:
THE ETHICAL DILEMMA SPYING ON UNILEVER INTRODUCTION In Business Ethics as a Rational Choice, John Hooker cited a case study to analyze rational choice based on an issue with espionage. In 2001, John Pepper, Chairman of the Board at
Procter
and Gamble, found out that some of his contractors were spying on
Unilever
, one of his competitors. Information they found was also in the business media a day before, he discovered. Was this ethical, based on generalizable, utilitarian, and virtue ethics? Was it GENERALIZABLE? Generalizable means there must be a reason behind an action, and the action is justified for everyone (p.7). Was it utilitarian? Utilitarian analysis states that the rational choice must maximize utility (p. 6). The marketing professionals did not have to search in the trash for information since the day before they did it, similar information was already in the media. Therefore their actions were unjustifiable. no: it was not generalizable Was it virtue ethics? Virtue ethics must be consistent with broad cultural acceptable behaviors Conclusion P &G's espionage activity did not pass the code of ethics test, since it needed to pass all three to be considered rationally ethical. Therefore, John Pepper's reactions to the issue was valid and justified. Their actions failed in the generalization, utilitarian, and virtue ethics tests. The net usage of the information they found in the trash did not surpass the information found in the news, because it was the same exact information. Therefore it was useless of them to go into the trash in search of secrets. no: it was not utilitarian It is unacceptable in our culture to have our professionals diving into dumpsters to spy on other firms in order to get ahead. Especially after the information was aired in the media, why was this company conducting this espionage. no: it was not virtue ethical References Hooker, J. (2011). Business ethics as rational choice. Upper Saddle River, NJ: Pearson Education.
OK
Study Information:
·
Program Skill Assessments
Activity Context
This study helps you develop the skills to master the following course competency:
Communicate in a manner that is professional and consistent with expectations for members of the business professions.
Activity Instructions
Two key competencies that will help you throughout your academic program and business career are the abilities to communicate effectively in writing and to work accurately an.
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For customized plan, please connect at partner@edu4sure.com or call/ whatsapp at +91-9555115533
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Class, The COSO framework of internal controls is practiced .docx
Class,
The COSO framework of internal controls is practiced within companies around the world. The objectives of the COSO framework are closely related to its five components. For this week’s activity, please discuss these five components of the COSO framework. Be sure to include each components’ impact on each of the COSO framework objectives. What do you feel an auditor would most be concerned with during an IT audit? Lastly, discuss suggestions for integrating COSO framework compliance into a company in which you are familiar.
Your paper should meet the following requirements:
• Be approximately 2-4 pages in length, not including the required cover page and reference page.
• Follow APA6 guidelines. Your paper should include an introduction, a body with fully developed content, and a conclusion.
• Support your answers with the readings from the course and at least two scholarly journal articles to support your positions, claims, and observations, in addition to your textbook. The UC Library is a great place to find resources.
• Be clearly and well-written, concise, and logical, using excellent grammar and style techniques. You are being graded in part on the quality of your writing.
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A Strategic Approach – Sixth Edition
Keri Pearlson, Carol Saunders,
and Dennis Galletta
© Copyright 2016
John Wiley & Sons, Inc.
Chapter 12
Knowledge Management, Business Intelligence, and Analytics
2
Opening Case: Netflix
What gave Netflix assurance that House of Cards would be a success?
What gives Netflix a competitive advantage?
© 2016 John Wiley & Sons, Inc.
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Data from 33 million people provided strong evidence that the British version was very popular and Kevin Spacey was also a popular actor
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More Real World Examples
Caesar’s and Capital One both collect and analyze customer data.
Result: They can determine who are the most profitable customers and then follow up with them.
Caesar’s: frequent gamblers
Capital One: charge a lot and pay off slowly
They provide products that would appeal to the profitable customers.
© 2016 John Wiley & Sons, Inc.
4
4
A Real World Example from Sports
Oakland As and Boston Red Sox baseball teams
Crunched the numbers on the potential players, such as on-base percentage
Others who did not do the analysis failed to recognize the talent
© 2016 John Wiley & Sons, Inc.
5
5
Five Ways Data Analytics can Help an Organization (McKinsey and Co.)
Making data more transparent and usable more quickly
Exposing variability and boosting performance
Tailoring products and services
Improving decision-making
Improving products
© 2016 John Wiley & Sons, Inc.
6
Terminology
Knowledge management: The processes needed ...
Class, The COSO framework of internal controls is practiced .docx
Class,
The COSO framework of internal controls is practiced within companies around the world. The objectives of the COSO framework are closely related to its five components. For this week’s activity, please discuss these five components of the COSO framework. Be sure to include each components’ impact on each of the COSO framework objectives. What do you feel an auditor would most be concerned with during an IT audit? Lastly, discuss suggestions for integrating COSO framework compliance into a company in which you are familiar.
Your paper should meet the following requirements:
• Be approximately 2-4 pages in length, not including the required cover page and reference page.
• Follow APA6 guidelines. Your paper should include an introduction, a body with fully developed content, and a conclusion.
• Support your answers with the readings from the course and at least two scholarly journal articles to support your positions, claims, and observations, in addition to your textbook. The UC Library is a great place to find resources.
• Be clearly and well-written, concise, and logical, using excellent grammar and style techniques. You are being graded in part on the quality of your writing.
Managing and Using Information Systems:
A Strategic Approach – Sixth Edition
Keri Pearlson, Carol Saunders,
and Dennis Galletta
© Copyright 2016
John Wiley & Sons, Inc.
Chapter 12
Knowledge Management, Business Intelligence, and Analytics
2
Opening Case: Netflix
What gave Netflix assurance that House of Cards would be a success?
What gives Netflix a competitive advantage?
© 2016 John Wiley & Sons, Inc.
3
Data from 33 million people provided strong evidence that the British version was very popular and Kevin Spacey was also a popular actor
Again, data from millions of users, showing what they watch, when they pause, when they rewind, etc. Patterns emerge that speak volumes about preferences. Their analytics algorithms provide better data than focus groups (and in real time).
3
More Real World Examples
Caesar’s and Capital One both collect and analyze customer data.
Result: They can determine who are the most profitable customers and then follow up with them.
Caesar’s: frequent gamblers
Capital One: charge a lot and pay off slowly
They provide products that would appeal to the profitable customers.
© 2016 John Wiley & Sons, Inc.
4
4
A Real World Example from Sports
Oakland As and Boston Red Sox baseball teams
Crunched the numbers on the potential players, such as on-base percentage
Others who did not do the analysis failed to recognize the talent
© 2016 John Wiley & Sons, Inc.
5
5
Five Ways Data Analytics can Help an Organization (McKinsey and Co.)
Making data more transparent and usable more quickly
Exposing variability and boosting performance
Tailoring products and services
Improving decision-making
Improving products
© 2016 John Wiley & Sons, Inc.
6
Terminology
Knowledge management: The processes needed.
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Mis5101 wk4 information goods
- 1. MIS5101: Business Intelligence Week 4 – Digital Goods PROF. STEVEN L. JOHNSON Twitter: @StevenLJohnson http://stevenljohnson.org http://community.mis.temple.edu/mis5101fall10/
- 2. Today’s Agenda Case Discussion Recap: Blog Discussion Question Reading Discussion Case Study Analysis Feedback Activity
- 3. Overview Questions What business is SKOLAR in? What is SKOLAR’s product? What is SKOLAR’s business model? Who are SKOLAR’s potential customers? What does the McKinsey report recommend?
- 4. Discussion Questions Based on the information provided in the case, do you think SKOLAR has a viable business model? Why or why not? What additional information would you like to know to make a better determination? What is your assessment of the McKinsey report? How do you assess the approach, facts, and conclusions of the report? If you were Paul Lippe, CEO of SKOLAR, what would you do? Be specific. For example, what market would you approach first? How? Why?
- 5. 1-Minute Essay 1. What is something you learned? 2. What would you like to know more about? 3. Other comments
- 6. Blog Discussion + Reading Digital information goods Experience goods Non-rival Often perishable: time = $$ Market solutions Browsing / segmentation (time, detail, analysis tools) Distribution Bundling Tiers $$ Subscriptions Advertising-supported
- 7. Case Study Analysis Feedback Strengths One page Mostly clear what question addressed Weaknesses OT1H, OTOH, OTOOH Evidence beyond the case Opportunities Make a decision, stick to it Analysis: use case facts as evidence Write and rewrite
- 8. In-Class Exercise See handout
- 9. Product Offering Formula Potential Subscribers (PS) Conversation Rate (CS) (~ market share / penetration) Annual Subscription Charge (SC) Variable Costs (VC) Fixed Costs (FC) (PS * CR * (SC-VC)) – FC = gross profit for product
- 10. For More Information PROF. STEVEN L. JOHNSON EMAIL: STEVEN@TEMPLE.EDU Twitter: @StevenLJohnson http://stevenljohnson.org http://community.mis.temple.edu/mis5001fall10johnson/