Advertising and Promotion Management

MKT 0105-560Prof. Bóveda-Lambie

MW 10-11:50am

Today

• Introductions• Syllabus• Chapter 1 The Case Method• Chapter 2 How to Develop Effective

Presentations• Read “Marketing Bootcamp”

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

About You

• Name• Hometown• Major• Something interesting about you

Coursework

• Five Individual Assignments– Three Individual Case Briefs– Personal Branding– Brand Audit

• Two Team Case Analysis and Presentation• Article Summary• Group Project – IMC Plan

Policies

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

Class Website

• Classroom.scb.rit.edu/aboveda– Under Teaching Tab select Advertising and

Promotion Managament• Syllabus• Grading Forms• Class Slides

Objectives

• Learn the case method• Understand how to approach cases• Know the requirements for the Case

assignments

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

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

Objectives

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

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 boringThree cardinal sins imprecise, unorganized, dull

Classic Presentation Structure

• Introduction• Background/situation analysis• Problems and Opportunities• Recommendations• Summary

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 they see”• Advance Preparation – Practice, Practice, Practice!

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

Marketing Bootcamp

• SWOT analysis• Segmentation, Targeting, Positioning• 4Ps• Promotional Mix