LINGNAN UNIVERSITY MKT2231 Advertising and IMC Second Term

Transcription

1 LINGNAN UNIVERSITY MKT3 Advertising and IMC 05-6 Second Term Instructor: Mr. Steve Tong Tel: Office: SEK0/6 Office hours: Wednesday :00am-:30pm Thursday :00am-:00pm Friday 3:00pm-3:30pm Course Description This course is designed to introduce students to the field of integrated marketing communication (IMC). The basic concept of IMC is the coordination of an organization s customer touch points to inform, persuade, remind customers and impact their attitude, perception, behavior with the brand, service or organization. Key tools available to the integrated process are advertising, sales promotion, personal selling, customer service, direct marketing, packaging, sponsorship and public relations. Course Objectives. To provide students with a hands-on understanding of the field of advertising and integrated marketing communication.. To help students learn how IMC elements such as advertising, sales promotions and public relations can be integrated into an effective communication program to build relationships with customers and other key audiences. 3. Prepare students to act as strategic brand and customer relationship communicators. Managing the customer relationships that drive brand value. Creating and nourishing profitable relationships with customers and other stakeholders. Understanding social, legal and ethical issues in advertising and IMC practices. Course Contents This course will provide students with the fundamental skills needed to analyze, evaluate, develop and create advertising for all platforms, and channels, which are part of our daily digital world. This goal will be accomplished by focusing on three key elements central to the strategic planning process: brands, consumers, the style and form of communication. Part One An Overview of Advertising and IMC The evolution of Advertising and Rise of IMC The Economic, Social and Regulatory Aspects of Advertising The Business of Advertising

2 Part Two Understanding the Target Audience Segmentation, Targeting and the Marketing Mix Communication and Consumer Behavior Part Three The Planning Process Account Planning and Research Marketing, Advertising and IMC Planning Part Four The Creative Process Creating Ads: Strategy and Process Creating Execution: Art and Copy Part Five Reaching the Target Audience Print Advertising Electronic Media Digital Interactive Media Out of Home, Direct Mail and Specialty Advertising Part Six Integrating Marketing Communication Elements Media Planning and Buying Direct Marketing, Personal Selling, Packaging and Sales Promotion Public Relations, Sponsorship and Corporate Advertising Learning Outcomes You will be expected to learn not only from readings and classroom discussion, but also to practice it via the McGraw Hill Connect platform or create your own final IMC plan. On completion of this course, students should be able to:. Understand key advertising and integrated marketing communication concepts and its application in real business situations. Analyze and evaluate effectiveness of advertising and IMC campaign based on brand communication need assessment 3. Develop effective advertising and IMC objectives and strategies 4. Build up effective brand communication program and marketing mix Assessment of Learning Outcomes Learning outcomes will be assessed through the following means of activities: Class and case assignments Professional presentations

3 McGraw Hill Connect assignments or Individual Final project that integrate analytical and creative processes Show and Tell Term projects that enhance written, presentation and interpersonal communication skills Final examination on students conceptual understanding of advertising and IMC concepts and principles. Goal Mapping of Course work and Assessment on MKT3 Advertising & IMC Program Level Learning Goals Team exercises and class Q&A Team Show and Tell Final Project or Connect Assignments End of Term Exam (Individual) (0%) (0%) (0%) (50%) PLLG - Students have good communication skills PLLG6 - Students are able to think critically. Course Level Learning Goals CLLG Understand key advertising and IMC concepts and its application in real business situations CLLG - Analyze and evaluate effectiveness of advertising and IMC campaign based on brand communication need assessment CLLG3 - Develop effective advertising and IMC objectives and strategies CLLG4 - Build up effective brand communication program and marketing mix 3

4 Instruction Approach Students are responsible for their learning experience. The format of most class sessions will be a mix of lectures, guest speakers, exercises, student presentations, and classroom discussion of marketing communication issues. Main purpose is to illustrate application of key topics in the text with real market examples in the class discussion. Students are expected to read the assigned chapters and to familiarize themselves with the theoretical frameworks and concepts presented there. Class sessions will be devoted to extend and apply concept presented in the text. It is important that students enrolled in the course read the assigned chapter(s) and other material before the class session scheduled for that topic. Students should make use of the Connect learning platform to check their understanding and learning progress after each chapter to assure the achievement of the learning outcomes. If you have any questions with the material, please make an appointment with the instructor to seek help. Attendance and Participation Collaborative class discussion on team basis is an important element in the learning process, your participation is required. The instructor views the specified class schedule as a business appointment, expecting that all students to honor the commitment in a professional manner. Any planned absence should be advised in advance in written form. Evaluation Group component (30%):. Show & Tell presentation 0%. Discussion Participation/Class exercises 0% Individual component (70%): 3. Individual Final Project (IMC plan) 0% or McGraw-Hill Connect Assignments 4. Final Examination 50% Total 00% Required Text William F. Arens, Schaefer, Weigold M: Advertising, Second edition, McGraw-Hill/Irwin It is available at HKD37 online at this site: 4

5 Supplementary Readings Hans Ouwersloot and Duncan, Tom (008), Integrated Marketing Communications, European edition, McGraw-Hill, London. Useful IMC Links Association of Accredited Advertising Agencies of Hong Kong Ad Age Advertising Century: Timeline Advertising Agency: Ogilvy & Mather Advertising Agency: Grey Advertising Age the 0 th century and marketing communications Journal of Integrated Marketing Communications Center for Integrated Marketing Detailed Description of Course Requirements. Team Show and Tell Presentation (0%) Students are required to apply their learning in IMC planning and Creative process to an actual brand in Hong Kong. They are encouraged to surf the Web and/or other sources to pick up a specific IMC marketing campaign with a local brand and lead a show and tell class discussion. Each team have a maximum of twenty minutes to discuss their selected subject on the brand proposition, targeted customer segment and competitive edge against the competition. The use of SWOT analysis, Customer Touch Point framework and Perceptual Map are expected. A list of key questions is outlined for your reference. (Appendix ) This initiative meant to highlight and familiarize students with the critical strategic thinking that drives any IMC campaign. Use your creativity and imagination to prepare for the project. There is no need to submit written report. Grading will be based on the PowerPoint file submitted, the effectiveness of presentation and handling of the class discussion. Show & Tell Presentation begins in the eighth week per the course schedule. You should finalize your project idea at the end of the fourth week in consultation with the instructor. 5

6 . McGraw-Hill Connect assignments or Individual Project Developing an IMC Plan (0%).) McGraw-Hill Connect Assignments Students are required to complete ELEVEN chapter assignments. These assignments will give you real time feedback on your level of learning and prepare you for the final examination. We shall count the best 8 out of the assignments towards your 0% final grade. You can login at the web address as follow: MKT3L: Connect assignment overview: Assignment Topic Chapter Overview of Advertising and IMC None None The Evolution of Advertising The Business of Advertising Understanding the Target Audience 3 0 Qs Segmentation, Targeting and the Marketing Mix 4 0 Qs + IQ Communication and Consumer Behavior 5 The Planning and Creative Process 0 Qs + IQ 0 Qs + IQ Account Planning and Research Marketing, Advertising and IMC Planning Qs Creating ads: Strategy and Process 8 0 Qs Creative Execution: Art and Copy 9 Media planning and key functional elements 0 Qs + IQ 5+5 Qs 5+5 Qs Media Planning and Buying Print Advertising/Electronic Media Digital Interactive Media/Out of Home Qs Direct Marketing, Packaging and Sales Promotion 5 0 Qs Public Relations, Sponsorship, Corporate Advertising 6 6

7 .) Individual Final project The purpose of the final project is to give students an opportunity to apply their learning in the field of advertising and IMC. If you are not doing the McGraw-Hill Connect assignments, you are required to prepare and submit a complete IMC plan for a the brand/product or service chosen by the student after discussion with the instructor. The plan must include a careful examination of its market, competitive position and its marketing strategy with an analysis of its strengths and weakness. Based on a thorough situation analysis, the plan will identify marketing communication (or promotional) opportunities, include a statement of measurable objectives, as well as creative message strategies and execution. Budgets, measurement and quality control procedures should also be recommended. This means the student team will: ) research and produce the situation analysis for the brand/product or service, ) pitch a campaign theme and develop creative message to the target market, 3) allocate marketing communication budget between functional areas based on the marketing objectives Acquisition vs. Retention, and 4) recommend the execution schedule, evaluation approaches for the integrated marketing communication campaign. Write-up report: About 4000 words in length, point font, double-spaced (references and appendices excluded). Please submit it in digital format through turnitin portal within the Moodle platform and in hardcopy to SEK0/6 per the deadline in the Moodle turnitin gateway. 3. Discussion Participation (0%) Much of the learning in this course will occur in class as you share your ideas, thought processes, analyses and discuss a concept with each other. Therefore, attendance at all class sessions is expected, and you cannot "make up" for class participation with written work. Except in an unforeseen emergency, I expect to be informed beforehand if you need to miss a class. I will keep track of both the quantity and quality of each student s contributions. Every student is expected to attend all class meetings. Attendance will be taken at the beginning of each class; if you are late, please see me after class so a correction can be made in the record. Although most of the time I will call on students who have their hand up and want to contribute, from time to time I will call on students who do not have their hand up. You can expect to be called on in such a manner from time to time during the term. 4. Final Examination (50%) The purpose of final examination is to assess your conceptual understanding of the learning subjects covered in this course. Reading the assigned chapters and attending the class meetings are essential to achieve good performance. You will be tested on both IMC theories and the application of these concepts to a hypothetical marketing case. Importance of Academic Honesty Students shall be aware of the University regulations about dishonest practice in course work and the possible consequences as stipulated in the regulations Governing University Examinations. 7

8 Course Schedule - MKT Second Term L: (Tuesday :30-:00pm LKK305 /Thursday 9:30-:00am SEK05) Date Topic Chapter Overview of Advertising and IMC Jan 9 Jan The Evolution of Advertising The Business of Advertising 3 Understanding the Target Audience Jan 6 Jan 8 Feb Feb 4 Segmentation, Targeting and the Marketing Mix 4 Communication and Consumer Behavior 5 Feb 6/8 Feb 3 The Planning and Creative Process Account Planning and Research Marketing, Advertising and IMC Planning 6 7 Feb 5 Mar Creating ads: Strategy and Process 8 Mar 3 Mar 8 Mar 0 Mar 5 Mar 7 Mar Mar 4 Mar 9 Mar 3 Apr 5/7 Class exercise: LU Student Canteen Creative Execution: Art and Copy 8 tips to Presentation Show and Tell presentation (Group -) Show and Tell presentation (Group 3-4) Show and Tell presentation (Group 5-6) Reaching the Target Audience Media Planning and Buying Print Advertising Broadcast Media Digital Interactive Media/Out of Home, Direct Mail & Promotional /3 Apr Apr 4 Integrating Marketing Communications Elements Direct Marketing, Packaging and Sales Promotion Individual project /Connect consulting session 5 Apr 9 Apr Apr 6 Public Relations, Sponsorship, Corporate Advertising The Economic, Social and Regulatory Aspect Briefing on Final Exam 6 8

9 Appendix MKT3 Advertising & IMC IMC campaign Show and Tell Guide Who are their prospects and current users? How do you define them by segmentation parameters (user profile or usage occasions/responses characteristics)? What is the long term profit potential or strategic importance of the target user/ audience? Use estimate in quantitative terms and spell out your assumptions to support your reasoning. Are we trying to acquire new users, building usages with current users or both? What is/are the consideration/ product/ service offers? Can you define their brand proposition in terms of WHY, HOW and WHAT? Why is it relevant and important to the target public/audience in terms of Attitude, Interest, Opinions (AIOs)? What strategic intent have we learned from the SWOT with this target segment? What is the source of business or competition? Does it offer a sustainable competitive edge over the competition (use the perceptual map to answer this question)? What are the SMART objectives driven by your SWOT analysis? What is/ are the message(s)? Use the brand proposition framework to answer this. Which positioning strategies are they using? Does it render the target public/audience to develop awareness, favorable attitude, consideration or preference towards the brand/company? Does it prompt the target public/audience to purchase or undertake positive behavioral action towards the brand or company? Does it leverage insights of the target user/audience? Examples are: Usage occasions: Benefits Sought/Need states/consumer Response paths User characteristics: Demographics, Psychographics: AIOs Relationship to the brand/company etc. Is the source of message or sender credible with the target public/audience? Is the media mix aligned against the user media habit? Does it answer to the ROI criteria and the 4Rs with the customer touch point framework? 9

10 MKT3 Advertising & IMC Rubric for Show and Tell Term : Team: Topic: Traits Score Weight Very Good () Satisfactory () Unsatisfactory (0) Ability to Analyze mkt. segments and Formulate effective Brand Positioning Brand proposition well defined with unique end user motivational drivers in Perceptual map against competition and sustainable marketing target Brand proposition fairy well defined with specific Marketing Target Brand proposition unclear; Marketing Target undefined; lack of definition with competition Ability to identify SWOT Comprehensive analysis of both the macro & micromarketing environment with CDI/BDI, market share, distribution penetration or equivalent parameters with prioritized issues Cover both the macro & micromarketing environment with relevant factors Macro or Micro- marketing analysis incomplete, citing irrelevant or uncontrollable factors Discuss the relevant category consumer response path and strategic mktg. objectives of Acquisition/ Retention Identified the relevant consumer response path and all SMART objectives driven by marketing intent derived from SWOT Identified the relevant consumer response path and identified some Objectives linked to marketing intent derived from SWOT Failed to identify the consumer response path and lack of linkage between Objectives & prioritized SWOT issues Evaluate the IMC campaign elements, creative message and media mix against the strategic objectives. Apply the considerations of ROI, High/Low Involvement, AIDA steps or TFD in consumer response paths, customer touch points as criteria to evaluate the effectiveness of the campaign 3 Evaluate the campaign elements, creative message and media mix with all the relevant criteria Evaluate the campaign elements, creative message and media mix with some of the relevant criteria Failed to evaluate the campaign elements, creative message and media mix against relevant criteria Good Verbal Communication skills in Presentation Clear presentation of subject analysis, marketing concepts and discussion of strategy with team work and energy, original and creative approach Covered key elements of IMC framework and appropriate use of headline and visuals Lack of clarity, failed to adhere to IMC framework, no eye contact, failed to use pauses, voice not clear, exceeded time limit Total (0) 0 Additional Comments: 0

11 MKT3 Advertising & IMC Individual Final Project Term: Student Number: Topic: Traits Score Weight Very Good () Satisfactory () Unsatisfactory (0) Ability to Analyze mkt. segments and Formulate effective Brand Positioning Brand proposition well defined with unique end user motivational drivers in Perceptual map against competition and sustainable marketing target Brand proposition fairy well defined with specific Marketing Target Brand proposition unclear; Marketing Target undefined; lack of definition with competition Ability to identify SWOT Comprehensive analysis of both the macro & micro-marketing environment with CDI/BDI, market share, distribution penetration or equivalent parameters with prioritized issues Cover both the macro & micromarketing environment with relevant factors Macro or Micro- marketing analysis incomplete, citing irrelevant or uncontrollable factors Ability to set SMART MC objectives Establish SMART objectives driven by marketing intent derived from SWOT Objectives linked to marketing intent derived from SWOT Lack of linkage between Objectives & prioritized SWOT issues Ability to formulate effective marketing strategies 3 Comprehensive IMC strategies which include: ROI strategies in message and media selection against marketing intent; demonstrated understanding of customer buying process considerations, AIOs Deployed IMC strategies fairly well against marketing intent with 8 functional areas Lack of linkage of between strategies and marketing intent Ability to develop effective implementation plan and Budget 0.5 Justified the budget based on market value potential, consideration of competition and brand development status as well as detail implementation schedule Established budget justification and implementation schedule Lack of detail schedule nor budget Ability to formulate effective Evaluation & Control measures 0.5 Measure execution with comprehensive informational, Attitudinal and Behavioral parameters before, during and after program execution when appropriate Measure execution impacts with relevant parameters Lack of evaluations Good Communication skills in Report Writing Clear presentation of subject analysis, marketing concepts and discussion of strategy Covered key elements of IMC framework Lack of clarity, failed to adhere to IMC Framework Total (0) 0 Additional Comments: