PROMOTION MANAGEMENT Business 1585 TTh - 2:00 p.m. 3:20 p.m., 108 Biddle Hall Fall Semester 2012 Instructor: Professor Skip Glenn Office: 133C Biddle Hall Phone: 269-2695; Fax: 269-7255 Hours: 11:00 a.m.-12:00 p.m. MWF 3:30-4:30 p.m. TTh (plus anytime by appointment) e-mail: sglenn@pitt.edu Website: www.pitt.edu/~sglenn Home Phone: 718.614.3301 (no calls after 8 p.m. please Prerequisites: Business 0510, 1560 Required Text:Advertising and Promotion (9e) Belch & Belch (2012) ISBN: 9780073404875 The Connect online service is optional and provides practice quizzes if you choose see last page of this syllabus for more info Course Description This is an advanced course in the field of Marketing which focuses on the role of promotion (a.k.a. Marketing Communications) efforts in our society and how they can be used by organizations to further their Marketing objectives. Emphasis will be on the practical application of learning gained in earlier courses, including the development of an Integrated Marketing Communications (IMC) campaign. Course Objectives The primary objective of this course is to provide a hands-on understanding of IMC concepts. You will be expected to not only learn about IMC from classroom discussion, but also to practice it via the creation of an IMC campaign. This immersion in the subject will guarantee that you understand how IMC interacts with the other elements of the Marketing mix. The second objective is to prepare you for career decisions before you finish your degree requirements at UPJ. Put simply, you will know by the end of this course if IMC is a career you wish to pursue. The third objective is to familiarize you with the type of teamwork which will be required of you in the real world, particularly in IMC environments. As noted above, you will be required to work with a group of other students, essentially as a small agency, to conceive, develop and present an IMC campaign for a real world business. As part of this team, you will encounter the same types of challenges, pressures, and hopefully, rewards, which you can expect later in your career. Organization and Format The course is structured around the basic building blocks of creating an IMC campaign: identifying objectives, developing creative and media strategies, and creating the actual IMC messages and media plan. The format of most class sessions will be a mix of lectures, exercises, student, and classroom discussion of IMC issues. Heavy emphasis will be on the real world applications of the material discussed in class. 1
GRADING POLICY Your grade will be based upon the same two fundamental criteria used to measure your performance in the IMC profession: individual initiative and teamwork Individual initiative accounts for 55% of your final grade. It will be evaluated by your performance on three quizzes an individual IMC analysis, and a fun badvertising presentation. The quizzes will ensure that everyone comprehends the fundamental disciplines in the IMC profession. They will be fill-in-the-blank and short essay in nature. Each quiz is worth 10 possible points. For the analysis, you may select any IMC message you wish in any medium (i.e. internet, television, magazine ad, etc.) as a topic, but to ensure that no messages are covered twice, you must seek approval from the instructor prior to your presentation date. The hand-in and presentation are each worth 10 possible points, totaling 20 points. The badvertising piece is designed to be a fun poke at professionals in the industry who sometimes embarrass their clients with IMC executions in any medium that are either poorly executed or that employ the wrong media tactic. Each example will be rated by fellow students on a 1-5 scale of badness with the baddest example earning an extra 2 bonus points at the end of the semester. Teamwork skill accounts for the other 45% of your final grade, reflecting the importance of working together with other professionals in the IMC industry. It will be evaluated by your performance in working with a group of 5-6 other students to develop and present an IMC campaign during the final exam period. - The project will evaluated using 3 tools: 1) The instructor s evaluation of the 3 components of your campaign on a 1-10 scale - They are: overall strategic direction; creative strategy; and media strategy 2) The instructor s evaluation of your final presentation on a 1-10 scale 3) Your evaluation of other teammate s contribution to the project on a 1-10 scale As a safeguard against slacking, each team may fire teammates who are not contributing a fair share effort. This decision will be made one month prior to the final presentation, via secret ballot. Here s a recap: Evaluated Projects Source of Evaluation Possible Grade Points Individual work 1) Quizzes 2) IMC execution analysis 3) Badvertising example Instructor Instructor Classmates Teamwork 3) IMC Campaign - Campaign component - Final campaign presentation - Participation Instructor Instructor Teammates 10 points each x 3 = 30 20 5 Individual initiative subtotal 55 10 points each x 3 components = 30 10 5 Teamwork subtotal 45 Grand Total 100 Grade Conversion Scale To determine your final letter grade for the course, simply add up the points you earn from the above projects and compare them with the grade conversion scale below: A+ 98-100 B+ 88-89 C+ 78-79 D+ 68-69 F 0-59 A 92-97 B 82-87 C 72-77 D 62-67 A- 90-91 B- 80-81 C- 70-71 D- 60-61 Extra Credit No extra credit is usually granted during the normal grading of this course. However, two bonus points will be awarded to the student who earns the lowest score in the badvertising exercise. 2
Study Assistance During the semester, if you feel you are falling behind your classmates, please don t panic. First, let me know your concerns; perhaps we can work together to help you make it through the semester. Second, contact the Academic Support Center, G - 16 Owen Library (#7109), for tutors to help you--free of charge. STUDENT S EXPECTATIONS When you complete this course, you will definitely know whether or not you want to pursue a career in the IMC field. And regardless of your career decision, you should expect to come away armed with the following learning: - How effective IMC works in helping to achieve Marketing goals - How IMC agencies work together internally and with their clients - The major components of an IMC campaign, specifically: - Strategic fundamentals - Creative message strategy and executions - Media strategy and plan - How to make an effective campaign presentation INSTRUCTOR S EXPECTATIONS Attendance All students are expected to attend class. In fact, the instructor s expectation is that you will maximize your sizable investment in this course by attending as many sessions as possible. Therefore, attendance will not account for a significant portion of your grade, although it may help or hurt you in some borderline situations (i.e., if you have more than 2-3 unexcused absences). A class roster will be circulated within the first 15 minutes of each session for sign-in; those arriving after 10 minutes will not be permitted to sign in and be considered absent. The instructor reserves the right to penalize students who abuse the policy by adjusting grading accordingly. Cell phones and any other electronic devices must be disabled during class. If a device activates during class, you must leave the classroom to respond but you will not be permitted to return for the remainder of class. This policy includes incoming and outgoing text messages. Assignments No late hand-ins of analyses will be accepted. If you know you will be absent when an analysis is due, you may hand-deliver or fax your hand-in to me at (814) 269-7255, up to class time of the due date, as assigned in class (you are responsible for checking for due date changes). All hand-ins are expected to be typed and, in the case of multiple-page assignments, stapled or professionally bound (no loose papers attached by folded corners). Presentations Presentations will be graded according to the following standards: 10 = an exceptional effort which surpasses the requirements of the assignment; 9 = a very good effort in successfully fulfilling the requirements; 8 or less: an effort which does not fulfill all requirements of the assignment. Standard business attire is required for the final presentation, and suggested for individual, unless otherwise noted by the instructor, just as it would be at such a presentation in the real world. Also, as in the real world, all students are expected to offer a professional level of attention to other students oral. For the benefit of those presenting, no talking or distractions of any kind will be tolerated. Honesty Policy Since this course will simulate real world analytical processes, professional plagiarism standards will be enforced. Therefore, if any dishonest practices are discovered, the result will be instant failure for the entire course. This includes new high-tech methods of cheating, such as copying a fellow student s computer file, making cosmetic changes, and then turning it in as your own work. The instructor also reserves the right to require a spontaneous oral presentation of the facts contained in any written assignment or of the answers provided on any test. 3
Students With Disabilities Students with disabilities requesting academic accommodations for this course should notify the course instructor and the Office of Disability Services as early as possible in the semester. The Director of Disability Services will verify the disability and determine reasonable accommodations for the course. To schedule an appointment or to learn more about these services, please call #7109 or visit the Academic Support Center in G -16 Owen Library. COURSE SCHEDULE Topic Week Day Date Topic Assignments * = out of order Introduction 1 Tuesday 8/28 Orientation Agency Assignments Client Selection Chapter 1 Thursday 8/30 Introduction to IMC Chapter 2 Analysis 2 Tuesday 9/4 Industry Environment Chapter 3 Thursday 9/6 Consumer Behavior Chapter 4 3 Tuesday 9/11 Communication Process Chapter 5 Thursday 9/13 IMC Planning Account Management and Research strategic direction 4 Tuesday 9/18 IMC Environment Quiz Thursday 9/20 Source, Message and Channel Factors Chapter 6/ 5 Tuesday 9/25 Establishing Objectives Chapter 7 Thursday 9/27 Product Basics/ Creative Strategy 6 Tuesday 10/2 Creative Strategy Planning and Dev. Chapter 8 Thursday 10/4 Creative Strategy Execution & Eval. Chapter 9 7 Tuesday 10/9 Fall Break (Monday Classes) No Class Media Thursday 10/11 Media Planning Strategy Chapter 10 8 Tuesday 10/16 Television and Radio/ Chapter 11 Thursday 10/18 Print Media Chapter 12 9 Tuesday 10/23 Media Strategy Presentations Thursday 10/25 Support Media/Direct Marketing Chapters 13 and 14 10 Tuesday 10/30 Internet & Interactive Chapter 15 Thursday 11/1 Sales Promotion Chapter 16 Media Quiz 11 Tuesday 11/6 Public Relations, Publicity Chapter 17/ Thursday 11/8 Creative Strategy Promotion 12 Tuesday 11/13 Measuring Effectiveness Chapter 18 Thursday 11/15 Objectives/Strategies/Positioning Chapter 17 13 Tuesday 11/20 International Advertising Chapter 19 Thursday 11/22 Thanksgiving Break No Class 14 Tuesday 11/27 Events and Sponsorships Thursday 11/30. Creative Quiz Final Prep 15 Tuesday 12/4 Social Impact and Regulation *Chapter 21 Final Project Thursday 12/6 Field Trip Campaign Pitches 4
Present and analyze a current campaign with at least 3 executions in 3 different media 10 possible points awarded for presentation; 10 points awarded for written report Basic Information (2 points) Corporate ownership of brand Market share of brand - Include data to support your conclusion Agency - Include agency location, a brief description of its history, and list some of its other clients Apparent Strategic Direction (2 points) Product positioning statement (including rationale) - Target Market: - Must include a detailed demographic, psychographic, and behavioral description - Frame of Reference - Point of Difference Product positioning map - Plot your brand plus its 2-3 key competitors, and provide data sources and rationale Communication objective: - Following AIDA (Attention, Interest, Desire, Action) model - Must be quantifiable, attainable, challenging, and over a 1-year time frame Creative (2 points) Creative strategy: - Must be one of the storytelling formats specifically listed on the opposite side of this page Creative executional elements: - Include a detailed description and rationale for how each of these elements were used in the executions: - Visuals (for websites or print ads, attach the ad or screen shot) - Copy (for TV or radio messages, attach a script) - Audio (use of voiceovers, sound effects, songs, etc.) Media (2 points) Media objectives for two key measures (including rationale) a) Estimated Reach b) Estimated Frequency Estimated media weight (GRPs) and budget for overall campaign: (including rationale) - Tip: check in trade publications such as Ad Age and Ad Week or USA Today Media plan for overall campaign - Break down each medium by percent of total spending (such as: Web=24%;Magazines=26%;Spot TV=50%) - Present in monthly flowchart by medium with specific scheduling strategies (continuous, flighting, pulsing) Campaign Effectiveness (2 points) Classmates Opinion - Poll the class, and record results on the board, of the overall effectiveness of the campaign on a 1-10 scale (10 = exceptional) IMC Campaign Analysis Checklist Your Opinion (on a 1-10 scale with 10 = exceptional) rating two aspects: a) How well the different media executions were integrated into a one voice, one look campaign b) Overall effectiveness in achieving the communication objective noted above Objective, third party opinion - Professional source like USA Today is preferred. If one is not available, conduct a survey of at least 50 individuals in the target audience. 5
-- Grading will also factor in grammar, spelling, rationale, and source citations of your report Creative Message Storytelling Formats 1) News announcement - Straightforward, factual presentation - Used for new products; products with a new formula 2) Inherent drama - Sets the brand apart from competitors - Used in categories with little product differentiation 3) Testimonial/endorsement - Uses celebrities, experts, or typical users - Used where credibility is important 4) Talking head - Characters tells a story in their own words - Used to explain and to add believability 5) Lifestyle - Focuses on associations to the life of the user - Used in categories such as beer and soft drinks 6) Problem/solution - Identifies a problem that the product can solve - Used to dramatize product differentiation 7) Demonstration - Provides evidence - Used with products with a real, provable, point of difference 8) Comparison - Proves your brand wins in some kind of test - Used to showcase an advantage versus a key competitor 9) Picture caption -Tells a story with illustrations and captions - Used for products with different uses/varieties 10) Jingle -Uses music and catchy words to entertain - Used for products with little product differentiation 11) Humor - Creates a fun, likable personality - Used for products with little product differentiation 12) Animation/cartoons - Uses drawings, puppets, and claymation figures - Can be used for a variety of products 13) Special effects - Uses visually interesting production techniques - Can be used for a wide variety of products Source: Principles of Advertising and IMC, Duncan, 2004 6
Business Curriculum Classroom Code of Conduct Classes are considered to be a work environment and students are expected to maintain professional standards of conduct at all times. Remember, every student contributes to, or detracts from, a productive learning environment. Make sure your decorum adds to a positive environment. Therefore the instructor reserves the right to ask students to leave the room if they engage in any of the following activities: Disruptive behavior targeting fellow students and/or the instructor Working on subject matter not related to the course (including homework) Checking/responding to email and text messages or using the internet without the instructor s permission Consistently arriving late to class Getting up and leaving class frequently (to get a drink, etc.) Leaving cell phones and pagers on during class, using cell phones/receiving calls during class Reading materials not related to class Failure to maintain professional and courteous behavior at all times Your college years are the perfect time to learn, practice, and incorporate professional standards of conduct. Be punctual and prepared, do work you can be proud of, make meaningful contributions to teams and groups to which you belong. Take advantage of opportunities to network, meet professionals, and build career enhancing skills. 7
CAMPAIGN ANALYSIS PRESENTATION SCHEDULE Week Day Date Projects Student Brand Campaign Approval 1 Tuesday 8/28 Thursday 8/30 2 Tuesday 9/4 Thursday 9/6 3 Tuesday 9/11 Thursday 9/13 Strategic direction 4 Tuesday 9/18 IMC basics quiz Thursday 9/20 5 Tuesday 9/25 Thursday 9/27 6 Tuesday 10/2 Thursday 10/4 7 Tuesday 10/9 Thursday 10/11 8 Tuesday 10/16 Thursday 10/18 9 Tuesday 10/23 Media strategy Thursday 10/25 10 Tuesday 10/30 Thursday 11/1 Media Quiz 11 Tuesday 11/6 Thursday 11/8 Creative strategy 12 Tuesday 11/13 Thursday 11/15 13 Tuesday 11/20 Thursday 11/22 14 Tuesday 11/27 Thursday 11/30 Creative quiz 15 Tuesday 12/4 Strategic direction Thursday 12/6 8
BADVERTISING PRESENTATION SCHEDULE Week Day Date Projects Student Brand Campaign Approval 2 Tuesday 9/4 Thursday 9/6 3 Tuesday 9/11 Thursday 9/13 Strategic direction 4 Tuesday 9/18 IMC basics quiz Thursday 9/20 5 Tuesday 9/25 Thursday 9/27 6 Tuesday 10/2 Thursday 10/4 7 Tuesday 10/9 Thursday 10/11 8 Tuesday 10/16 Media quiz Thursday 10/18 9 Tuesday Media strategy 10/23 Thursday 10/25 10 Tuesday 10/30 Thursday 11/1 Media Quiz 11 Tuesday 11/6 Thursday 11/8 Creative strategy 12 Tuesday 11/13 Thursday 11/15 13 Tuesday 11/20 Thursday 11/22 14 Tuesday 11/27 Thursday 11/30 Creative quiz 15 Tuesday 12/4 Thursday 12/6 Campaign Pitches 9
IMC AGENCY TEAMS Agency 1 Member 1 Member 2 Member 3 Member 4 Member 5 Agency 2 Member 1 Member 2 Member 3 Member 4 Member 5 Agency 3 Member 1 Member 2 Member 3 Member 4 Member 5 Agency 4 Member 1 Member 2 Member 3 Member 4 Member 5 10