Reaction Paper #12 due 12-3

This one will count double .. up to 20 points (only if you include info from the articles).

Hottest Brands of 2010: Note that you can click on the brand name to read the article about it.

What do you pick as your top 3 brands out of these for 2010, and which are your top 3 over-rated brands (that don't have much future, in your view) for 2010. Back up your reasoning as best you can, and use information from the articles.

Reaction Paper #11 due 11-19

Here's the article, about Twitter looking to draw more revenue.

If you worked at Twitter, what would be your idea be for making money?

What kind of ads (be more specific than "local") would be best for Twitter?

What advantages and disadvantages does Twitter have as a platform for advertising?

Creepy or brilliant?

Test #3

Advertising Principles • JOU 165

Test III (Take-home)

50 Points • Due Friday 11-19 at Midnight

Rules: 

1. Your main source for this test is the book, but you are free to use outside sources or our lecture. Please cite any outside sources (besides your book) at the end of the paper (you can choose the citation style: MLA, APA, etc.)

2. You can use fellow classmates.

3. The test must be written 100% by yourself. That means you can talk about the answers with a classmate, but when you sit down to write it has to be all yours. If it is too similar to another classmate's, I either won't take them or make both students redo it with new questions, depending on how similar they are.

Please type your answer, double spaced.  It might help to make an outline for each question, although you don't need to turn it in.  

Answer ONE of these questions (3-4 double spaced pages):

1. What two media would you pick and why?  You are tasked with planning an ad campaign.  Here are the details:

The product: A new sports bar opening up downtown.

Target audience: Young urban professionals and 21+ year old college students.  They might be college juniors or seniors, but for the most part they are college graduates that live downtown or are willing to drive downtown to hang out.  Mostly baseball and football fans.

Campaign goal: High frequency and selectivity of audience.  However, advertiser wants one lower cost option, on medium cost option, and wants to know what the most expensive option would be.  The advertiser doesn't care about reaching EVERYONE, but the people who do see it need to be exposed repeatedly.  And it needs to be a very specific audience that is reached.  Local customers only.

Creativity: "Always a home run at Joe's bar" is the slogan.  The advertiser doesn't care about adding much more copy than that (other than the location and website).  However, it is important that at least one medium gives the opportunity for high quality color graphics and illustrations.  

If your pitch is good, they will hire you.  Since the client is new to business, they don't know a lot about advertising, so you will have to justify your two choices. Remember to list the pros and cons of the media you pick and the media you wouldn't pick.

2. From Chapters 8 and 9, what are the different types of creative components in a print ad (layout, visuals, headline styles, approaches to body copy, etc.) and describe how they are used to guide consumers through the steps of the advertising pyramid:  awareness, interest, credibility, desire and action.

Opps..

Employees are important

What do you think of this article about the importance of employees? Any other companies that get the most out of their employees (and/or seem to treat them well?)

Campaign part 3

Campaign Part III

Due Monday December 6 • 50 points

Now that you have identified your product, its features and benefits, your target market, and what messages you will use to try to market your product, now comes putting it to action with the creative components of your campaign and pick your media.

Part I
1. State your marketing objectives (p. 180)
2. State your creative strategy (p. 210) and message strategy (p. 212) based on these objectives. Explain the reasoning for your strategy.
3. Create two advertisements that fulfill your creative strategy

To create your ads, you can choose from:
• Print ad (magazine or newspaper) (p. 239-241, 244)
• 60 second Radio script (p. 251)
• 30 second TV script or storyboard (p. 254-257)
• Billboard mockup
• Website mockup (p. 258-260)
• Internet banner ad mockup (p. 258-260)

(Obviously I won't be grading it on your artistic skills, but how much thought you put into the design of your ad based on your strategy)

If you sketch your ad or storyboard, you can hand it in via Intra-campus mail or scan it and email it to me.

Part II
1. Write your media objectives (p. 415)
2. What media choices are best and why? (see Ch. 10-14 for pros and cons of each) Which media will you avoid and why? What specific TV shows, magazines, websites, radio stations, etc. would you pick and why?
3. How will you implement and personal selling, sales promotion, or direct marketing (see Chapter 16)
4. How will you schedule your ads? (p. 430-431)
5. How will you monitor the effectiveness of your campaign?

(Although thought should be put into each part, I've bolded the most important steps for both parts.)

Reaction Paper #9 due 11-12

We'll be coming up on personal selling soon -- take a look at this site that talks about a few tactics of personal selling.

Have you ever worked in personal selling? Any tactics that you would add to the list? What makes a good salesperson?

Even if you've never works as a salesperson -- when you go shopping, what good and bad experiences have you had as a shopper?

If you were a manager, what would you tell your employees as far as how to treat customers and represent the store's image?

What stores do it right? Which don't?

Length ~600 words!

Discussion #10

Predictably Irrational is a really interesting book that looks at -- as the name suggests -- how we can be pretty irrational sometimes.

Take a look at some of the summarized points -- anything that you recognize? Anything that strikes a chord with you?

Is this commercial persuasive enough to make you think about T-Mobile? Or does a good phone outweigh a bad network?