Journalism 345: Introduction to Strategic Communication

1. Journalism 345:Introduction to Strategic Communication Professor: Dhavan Shah TA: David Coppini

2. Introduction to Strategic Communication • Strategic concepts • Theory meets practice • Covering: • Strategic communication processes • Integrated marketing communications • Communication ethics and regulation • Advertising and PR campaign elements • Political and health communication efforts

3. Course objectives • Emphasizing breadth over depth • Survey of central concepts • Foundation for higher level courses: • Research and account planning (J449) • Campaign development and management (J449) • Message development in advertising and PR (J445) • Media planning and media relations (J447) • Research methodology (J658, J614)

4. Readings • Text: Moriarty, Mitchell and Wells • 8th Edition or 9th Edition (download alternative reading schedule) • Campaign Project Manual • Available at: • http://www.journalism.wisc.edu/~dshah/teaching.htm • Click on “class link” for materials • Critical for the class project • Read the Syllabus and the Manual

5. Exams • Midterm and final • Objective questions • Each exam is worth 100 points • Not cumulative • Each covers one half of the class • Cover lectures and readings • Lectures can be downloaded before class • http://www.journalism.wisc.edu/~dshah/teaching.htm

6. Group project: Applied learning • Class divided into 4-5 person teams • Each team has one of two clients: Mexico Tourism Board: organization responsible forpromoting and marketing travel to Mexico Carnival Cruse Lines: a British-American cruise line that specializes in less expensive cruises.

7. Agency Positions for Group Project • Account Planner • Account Director • Creative Director • Media & Interactive Director • PR & Promotions Director • Workbook has detailed descriptions of responsibilities and requirements

8. Topic of Group Project • Five reasons for topic: • 1. Social and ethical issues involved • 2. Public and private sector clients • 3. Challenged brands • 4. Complex strat comm /IMC options • 5. New prominence and PR dynamics • Note: You may pose as potential customers and contact the client

9. Group Project Activities • Campaign Plan (total of 150 points) • Rough draft of situation analysis (10 points) • Rough draft of campaign strategy (10 points) • Rough draft of remaining sections (30 points) • Group grade (40 points) • Individual grade (60 points) • Pitch Meeting (25 points) • Peer Evaluation (25 points)

10. About the Group Project Activities… • 1. Campaign plan • 5 Sections, 40-50 pages • Each person has primary responsibility for one section of the plan • Describes in detail the nature of the campaign proposed for the client • 2. Pitch meeting • Oral summary of the campaign • Focus on strategy and creative executions

11. …Group Project Activities • 3. Peer Evaluations • Students will evaluate all other students in their group project agency • Evaluations by other member of their group worth 25 points toward final grade • Campaign Planning Meetings

12. Outside Class Meetings • Three meetings outside class hours • 1. Invited Speaker • 2. Press conference • Press Kit Assignment (10 points) • press release, fact sheet, FAQ, photos/graphics, etc. • Press conference and Q&A (10 points) • 3. Pitch meeting (25 points)

13. Grading Summary • Exams • Exam 1 = 100 points • Exam 2 = 100 points • Press Conference • Press Conference = 10 points • Press Kit = 10 points • Group Project Campaign Plan • Rough drafts = 10 points each = 50 points • Group grade = 40 points • Individual grade = 60 points • Group Project Pitch meeting = 25 points • Group Project Peer Evaluation = 25 points • Participation • Participation Score = 30 points • Total points = 450 points

14. Grade Distribution • 93 to 100 = A • 89 to 93 = AB • 83 to 89 = B • 79 to 83 = BC • 71 to 79 = C • 61 to 71 = D • Below 61 = F • Possible Adjustments to grade breakdowns

15. Extra credit • Pitch meeting audience: • J-345 students (not working for that client) • Vote to award 5 bonus points to winning group • Professors and TA • Vote to award 10 bonus points to winning group • Additional extra credit opportunities may be announced during the semester

16. Questions?

17. Challenges of Strategic Communication

18. Expanding Options ‘50s and ‘60s

19. Today

20. The Era of Choice • Dominant trend affecting strategic communicators: “Choice” • Three forces drive this trend • Changes in Demographics and Lifestyles • Technological Development • Economic Climate

21. Demographics • Changes in Household Composition • Growth of Ethnic Populations • “Graying” of America • Shifts in Women in the Workforce • Polarization into Rich and Poor

22. Changing Household Composition

23. Ethnic Populations • Blacks/Hispanics/Asians as % of pop. • 1980 – 16% • 2000 – 26% • 2012 – 37% • Majority in some states and urban centers • Will be majority in US by 2042 - US Census

25. Changes in Ethnic Populations 57% of U.S. Hispanic population in ten metro areas Majority in some states and urban centersalready Source: US Census

26. Changes in Ethnic Populations • 42 million African Americans in the U.S., making up about 12% of the total population • Asians number 17.3 million in the U.S., about 5% of the population – growing fastSource: US Census

27. Age Change: Graying of America Source: Smithsonian Magazine, July-Aug 2010 • Graying of America • Today, 13% of Americans are at least 65 years old • In 2050, it will reach about20 percent

28. Shifts in Working Women • About 60% of women are employed outside the home….many more today than in the 70’s • BUT, large numbers of women are dropping out of the workforce ~ and this number is rising • From 40 million in 2000, to 49 million in 2013 • Why? • If not college educated, stay home when have kids • If a “top school” graduate, much more likely to work…BUT, once have kids are LESS likely to work Source: April 17th, The Fiscal Times; www.careerbuilder.com February 8th, 2013

29. Income Polarization • Wealth among a few is increasing • Middle class shrinking and many remain poor • Wealth concentrated among top 10%

30. Lifestyle Changes • Americans Lead Busier Lives • “Our Whole Family Eats Dinner Together” 1975 - 84% 1991 - 78% 2001 - 70% 2008 - 63% • “I Work Very Hard Most of the Time” 1975 - 79% 1991 - 87% 2001 - 92% 2008 - 94%

31. The Take Away • Americans are… • More Diverse • In Their Family Structure • Ethnically and Racially • In age differential and distribution • In terms of women’s roles • In terms of income disparities • There is no “mass market” anymore

32. Makes Your Job Harder Fragmentation of the audience poses challenges Where is your market?

33. Technology • Second Driving Force of Change • Brings more Choice into Media World • Control over viewing patterns • More programming options • Multi-media and Internet

34. More Consumer Control • More “TV” options are giving Viewers/listeners more control over what/when/where they watch/listen to • Podcasts • DVR • TiVo • Laptops!

35. Now 88% of homes have cable or satellite service with 120+ channels

36. Internet • Takes fragmentation to a new level • Becoming the dominant medium with growth of streaming video, social networking, and digital media production • Great potential for customizing, personalizing, tracking, and building buzz • Yet this demands high level of technological and strategic competency which few have

37. Internet Drives Customization • Internet ads programmed to run concurrent with high pollen warnings; customized based on interaction – if click on first ad, get 2nd, maybe 3rd ad

38. More Adults with Faster Internet

40. Economics • Third Driving Force of Choice • Fueled by GNP Growth in 80s - 00s • Lots on Investment Capital • Rising Stock Market • Consumers Willing to Spend • Current Economy Changes Picture • Contraction in innovation and confidence

41. Technologies Driving New Media Monopoly • 5 mega-corporations control most of media industry • GE, which owns NBC, is a close 6th

42. Media Mergers and Consolidation • More Vertically Integrated Companies • Ex. Sony-Columbia, GE-NBC • Leading 20 Web sites and cable channels owned by Disney, Fox, Gannett, Hearst, Microsoft, Cox, Dow Jones, Washington Post and NY Times. • More Cross Media Deals • Publishing, Movies, Music, Net, Hardware • Consumers bombarded with ads, product placements, soundtracks, video games, and special offers that cross promote branded goods.

44. Economic Consequences • Cost of traditional media significantly higher today on a cost per 1000 homes reached vs. 40+ years ago Source: Nielsen Media Research, www.tvb.org 2013

45. And so… • Era of Choice Creates Challenges for Traditional Mass Marketers • Diminished Effectiveness • Hard to Find Consumers • Hard to Get Noticed • Hard to Hold Attention • Hard to Encourage Consumer Response

46. …and Retention Has Dropped • Percent who can name TV commercial seen in the last four weeks • 1985 - 64% • 1990 - 48% • 1995 - 42% • 2000 – 40% • 2005 - 36% • 2010 - 32%

47. Doctor’s Offices Airport Lounges Mobile Media Checkout Receipts Gas Stations Grocery Stores Health Clubs Bathroom Walls Toilet Paper Floor Boards Bus Wraps Social Networks Egg Shells Bald Heads Ads Surround Consumers

48. And I Mean Everywhere

49. Number of coupons distributed (billions) Number of direct mail pieces (billions) Number of catalogs mailed (billions) Number of 1-800 calls made (billions) 19802010 96.4 322.4 34.6 99.6 5.8 21.1 1.3 12.4 More Action Messages

50. Take Away • All of this results in marketing overload • Consumers are bombarded with over 3,000 marketing messages a day • Lower level of consumer response