Advertising and Promotion Management

1. Advertising and Promotion Management MKT 0105-560 Prof. Bóveda-Lambie MW 10-11:50am

2. Today • Introductions • Syllabus • Chapter 1 The Case Method • Chapter 2 How to Develop Effective Presentations • Read “Marketing Bootcamp”

3. About Me • BS in Marketing, MA in Advertising, Ph.D. in Marketing • 9 years corporate experience • Regional Acct. Executive (Y&R Latam, IMS) • Direct Marketing, CRM & Customer Service Senior Manager (Americatel) • Born and raised in PR; bilingual • Football and baseball fan • Research: Co-creation, Social Media, Social Branding • Classes: Principles of Marketing, Advertising and Promotion Management, Social Branding & Internet Marketing

4. About You • Name • Hometown • Major • Something interesting about you

5. Coursework • Five Individual Assignments • Three Individual Case Briefs • Personal Branding • Brand Audit • Two Team Case Analysis and Presentation • Article Summary • Group Project – IMC Plan

6. Policies • Attendance • No cellphones • No laptops • Email turnaround 24hrs • Email etiquette • No late assignments • No email assignments • All assignments in pdf in dropbox

7. Class Website • Classroom.scb.rit.edu/aboveda • Under Teaching Tab select Advertising and Promotion Managament • Syllabus • Grading Forms • Class Slides

8. Objectives • Learn the case method • Understand how to approach cases • Know the requirements for the Case assignments

9. The Case Method • Case • A written management problem • No simple solutions • Provides “hands on” approach • Purpose • Develop critical thinking and decision making • Learn to evaluate evidence, experience and other factors when arriving at a convincing and supported decision • Focus on one issue at a time • Must read EVERY assigned case before class even if not presenting or turning in

10. Case Analysis • Read Case TWICE • Statement of Problem/Opportunity • Clearly define and state (do not confuse with symptoms) • Identify Critical Factors • Critical Factors related to the solution of the problem as opposed to documenting there is a problem. • Number and list them in order of importance • Define Alternatives • State several courses of actions that are clearly stated – rule of thumb 3 • Evaluate Alternatives – heart of the analysis • Pros and Cons analysis of above stated alternatives should follow each • Label Pros and Cons • Add relationship to critical factors here • Recommendation • Decide which alternative is most appropriate and briefly justify it • Additional Comments • Future problems, future research, suggested improvements

12. Objectives • Practice case discussion • Know basic presentation skills • Learn effective presentation styles • Marketing Bootcamp • Groups

13. Failures to avoid • Precisely state problem and factors • Stay within allotted time • Properly use props • Put oneself in audience’s shoes • Inspire confidence • Have a sense of theater – be boring Three cardinal sins  imprecise, unorganized, dull

14. Classic Presentation Structure • Introduction • Background/situation analysis • Problems and Opportunities • Recommendations • Summary

15. Presentation Bootcamp:Develop and Deliver Effective Presentations • Things to consider • Common problems • Strategy and structure • Audience • Opening and Closing • Be memorable • Overview • Repetition • Stage Management – “People hear what theysee” • Advance Preparation – Practice, Practice, Practice!

16. Delivery • Energetic • Confident/Make eye contact • Know your opening cold • Avoid word and physical crutches • Leaning on podium, rattling stuff in your pocked, putting hands in pockets, reading slides • “uhm”, “you know”, “uh”, “like” • Do not show your nervousness - PREPARE

17. Marketing Bootcamp • SWOT analysis • Segmentation, Targeting, Positioning • 4Ps • Promotional Mix