weekly planner, assignments, grading rubrics, exam topics

Wednesday, January 15, 14

16/01 23/01 30/01 06/02 13/02 20/02 27/02 06/03 27/03 03/04 10/04 17/04 24/04 08/05

intro plus urban mc big idea marketing plan events & experiences virals, speciality web 2.0

Grades

advt 1940

2014

5% 5% 5% 5% 5% 5% 5% 5% 5% 5% 5% 5%

***Dark Knight Viral Campaign CASE***

product placement & print

***James Bond Films & Product Placement CASE***

sponsorship & ambush marketing out-of-home pr, brand crisis management,

GRADING 10% Active Participation 60% Group Presentations Case Workshops 30% Final Exam

sales promotion & direct marketing radio & television

***Pinterest Social Media Success CASE***

***FINAL EXAM*** including ***Ambush

Marketing CASE***
2

Wednesday, January 15, 14

Grading Rubric - Presentations

51 - 60

advt 1940
91 - 100

61 - 75

76 - 90

Application of Uses marketing concepts Uses marketing concepts Uses marketing concepts Uses marketing concepts with limited with moderate with considerable with a high degree of marketing effectiveness effectiveness effectiveness effectiveness concepts

Uses language that Effectiveness sometimes impedes of oral of presentation meaning due to errors usage. Demonstrates an inability to answer most questions Slides are too basic & Quality of Visual limit the understanding of the spoken content & Presentation hinder knowledge transfer. Major rules of design are ignored

Uses language that generally conveys meaning, may contain some errors of usage. Answers questions in an unconvincing manner

Uses language Demonstrates command with some complexity, of mechanics, syntax, & general clarity, & few vocabulary of marketing errors. with clarity & fluency. Effectively answers Effectively answers most question all question Slides effectively support all spoken content & contribute positively to knowledge transfer. All major rules of design are respected A clear red line linking the strategy to the creative thinking. The presentation demonstrates a high level of creativity & fresh thinking
3

Slides hinder the Slides support all spoken understanding of the content & contribute to spoken content & knowledge transfer. knowledge transfer. Most major rules of Major rules of design are design are respected rarely considered Little linking of creative efforts to strategy. The presentation demonstrates a low level of creativity There is a good link between the strategy & the creative thinking. The presentation demonstrates a moderate level of creativity

Demonstration of strategic & creative thinking

The presentation lacks creative & strategic thinking

Wednesday, January 15, 14

Grading Rubric - Participation

51 - 60

advt 1940

61 - 75

76 - 90

91 - 100

Student showed no Exhibits little evidence of Preparation & Attitude evidence of preparation. having read or thought Projects lack of interest & disrespect for other class members

about assigned material. Demonstrates a disruptive attitude & a limited leadership role

Arrives fully prepared Arrives fully prepared with all assigned work with all assigned work completed. completed. Demonstrates a Demonstrates a professional attitude & a professional attitude & limited leadership role assumes a leadership role

Quality of Contributions

Comments reflect little understanding of: the assigned preparation, general course concepts, or previous remarks of the students or information discussed

Comments are often Comments are relevant & Comments are insightful irrelevant, show a lack of reflect general & reflect excellent preparation, & indicate understanding of course understanding of course lack of attention to content. Occasionally content. Actively previous remarks of supports the instructor in supports the instructor in other students or the helping to communicate helping to communicate instructor course material course material Comments sometimes Comments regularly & advance the class occasionally elevates the discussion. class discussion. Other students show a Other students respect lack of respect to their their contribution & treat contributions them with respect Comments frequently & input often elevates the class discussion. Other students actively listen & show respect to the comments

Comments do not Impact on Class advance class discussion or are actively harmful to Discussions it. Other students show a lack of respect to their contributions

Frequency of Participation

Student does not participate in class discussions. Offers little input during break out sessions & group activities

Student rarely Participates each class. Actively participates participates in class. Offers contributions multiple times each class. Offers little input during during break out sessions Takes an active role break out sessions & & group activities during break out sessions group activities & group activities
4

Wednesday, January 15, 14

Assignment One

Are you a

Suit or Creative?
Form teams of +/-5.
Complete the creativity assessments to see if you are more of a Suit or a Creative. Assess the overall synergy of your team

Creative Homework
Make a right brain Mood Board (using only visuals) showcasing the 10 best places to be used in urban marketing campaigns within the Netherlands - or any other city/country of your choice

Suit Homework
Make a left brain Mood Board (using only words &/or logic) showcasing the 10 best places to be used in urban marketing campaigns within the Netherlands - or any other city/country of your choice

Suits & Creatives

Sit together to brainstorm and complete your teams Suit + Creative urban MC big idea planning matrix.

Suits
Expand on the info developed in your urban MC big idea planning matrix to write your teams two page urban MC big idea Creative Brief. Print & hand a paper copy to Randy before your teams presentation begins. Include the Suit + Creative big idea planning matrix as an appendix.

Creatives
Based on the info from the urban MC Creative Brief, make a five slide presentation that includes your five FINAL big idea campaign suggestions presented visually. Highlight the strategy, target audience, & magical element for each creative urban mc tactic proposed.
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Assignment Two

Events & Experience urban MC pitches

SEVEN MINUTE PITCH: 10 big idea Event or Experience Marketing urban MC tactics for your brand
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Assignment Three

1. Plan your Viral by creating a Story Board. Submit your viral & get approval before shooting. 2. Shoot a 60-120 second Viral video for the urban mc brand of your choice BONUS POINTS -- Post your viral on YouTube & get 500 views with positive comments 3. Come up with 5 big idea Speciality Campaigns
Wednesday, January 15, 14 7

Assignment Four

Five web 2.0 big ideas

Facebook, Twitter, smart phone apps, YouTube, etc.

Google AdWords campaign

You have been given 50,000 euros to undertake a Google AdWords campaign. Please suggest the words you would like to buy & develop the contextual ads that will appear. How long do you expect you budget to last?
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Assignment Five

Product Placement
Think of five big idea Product Placement possibilities. Present three visually & act two out (live or video)

Favorite Examples of Print Ads

Find 10 print ads & analyze why each was effective using the theory we have studied during class

Print Ad Campaign
Prepare a 5 ad big idea urban MC Print campaign. Analyze your created ads using the following criteria:

big idea Typography, Fonts Dominant Elements Use of White Space Balance/Proportion
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Assignment Six

Three Sponsorship Ideas

Make a splash with 3 big idea sponsorship suggestions. Visually present each sponsorships multiple ideas

Make storyboards and/or response campaigns ads, of your Five planned ambush activities
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Five Ambush Marketing ideas worked out

Assignment Seven

BEWARE

OF CAT
Now with more protein
Whiskas, Tbwa Toronto

10 big idea out-of-home campaigns 10-slides

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Assignment Eight

1. Visually present three PR activities that will improve your brand image 2. Think of the two worst possible activities that could happen to your brand. Describe each (2 -3slides) 3. For both worst possible activities that could happen to your brand, record your apology (+/- two-minutes) videos & write your apology letter.
Wednesday, January 15, 14 12

Assignment Nine

Three to five Sales Promotion ideas worked out

Make storyboards and/or descriptions/prototypes of three sales promotion ideas. For each one suggest:

Target market(s) Method of Contact Expected Results/Strategic Success

One Direct Mail Campaign

Develop your letter, envelope, offer, inserts, etc. for a Direct Mail campaign.
Wednesday, January 15, 14 13

Assignment Ten

Radio Ads
Record three radio ads for three different times of the day

Television Ads
Storyboard/Protoytpe THREE television ads. Suggest what time of the day & what types of programming would be most suitable to run your ads
Wednesday, January 15, 14 14

urban MC exam topics

1.0 intro to urban MC + urban MC big idea plans
1. The Ten Elements in the urban MC Toolkit 2. IMC Spending Patterns 3. Six Details that must be Well Executed in urban MC Tactics 4. Eight Sources of urban MC Inspiration 5. The Nine Universal urban MC Standards 6. Model of urban marketing Campaign Info Flow 7. Thirteen Right-Brain Characteristics/Thirteen Left-Brain Characteristics 8. 10 Guidelines for Creative Output 9. Seven Types of Primary urban MC Research 10. Mood Boards 11. Seven sources of Secondary Research: urban MC Creative Media 12. urban MC big idea Brand Planning Matrix 13. Six characteristics of a big idea 14. urban MC Segmentation Profile 15. urban MC big idea Creative Brief

2.0 events & experience marketing

16. 17. 18. 19. 20. Five examples of Event Marketing. Why is each memorable? Tryvertising Five requirements of Event Marketing Five examples of Experience Marketing. Why is each memorable? Then Heineken Experience

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3.0 virals, speciality marketing

21. 22. 23. 24. 25. 26. 27. 28. Viral Gonzo Virals Ray Ban Viral Campaign Transformational Communication Five examples of Virals. Why is each memorable? Old Spice Viral Campaign Storyboards Five examples of Speciality Marketing. Why is each memorable?

4.0 web 2.0 marketing

29. Five examples of web 2.0. Why is each memorable? 30. Five Reasons why Brand Communities Form 31. Cookies 32. Search Marketing 33. How does Google AdWords work?

5.0 product placement, print marketing

34. Five Examples of Product Placement. Why is each memorable? 35. Basic Components of a Print Ad 36. Five Things a Headline Must Do 37. Contrast, Balance, Dominance, Proportion, White Space 38. Five Advantages of Magazines 39. Four Disadvantages of Magazines 40. Three Types of Newspaper Advertising 41. Five Advantages of Newspapers 42. Four Disadvantages of Newspapers 43. Five Examples of Print Ads. Why is each memorable?
Wednesday, January 15, 14 16

6.0 sponsorship, ambush marketing

44. Sponsorship at the Olympics 45. Five Examples of Sponsorship. Why was each memorable? 46. Five Sponsorship Marketing Objectives 47. Five attributes sponsors look for when endorsing an individual 48. What is Ambush Marketing? 49. Five Examples of Ambush Marketing. Why was each memorable? 50. The Origins of Ambush Marketing

7.0 out-of-home marketing

51. Circular Diagram of Out-of-Home urban MC Media 52. Five Examples of Out-of-Home urban MC. Why was each memorable? 53. Nature of Communication Model 54. Five Characteristics of Out-of-Home Communication 55. Three Examples of Wonderbra Out-of-Home Communications 56. Nine Alternative Out-of-Home Media possibilities 57. Two Advantages & Two Disadvantages of Transit Advertising

8.0 pr, brand crisis management marketing

58. Ten Examples of PR Activities 59. Eight Examples of Image Building Activities 60. Six Examples of Image Destroying Activities 61. Five types of Consumers Segmented on Their Attitude Toward Support of Green Marketing 62. Five Examples of Public Relations. Why was each memorable? 63. Brand Crisis Management 64. Seven Elements of an Apology Strategy 65. Ten Reasons Why the JetBlue letter is Considered to be the Perfect Apology Letter 66. Five Sponsors Lost by Tiger Woods 67. Five Examples of Brand Crisis Management. Why was each memorable?
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9.0 sales promotion, direct marketing

68. Twelve Types of Sales Promotion 69. Five Ways to Inuence Brand Purchase 70. Seven Types of Sampling 71. Ten Methods for Distributing Coupons 72. Six Reasons for Using Bonus Rewards 73. Nine Examples of Trade Promotion
74. Five Examples of Brand Crisis Management. Why was each memorable? 75. Four Reasons Why Direct Marketing is Popular

76. Five Communication Objectives Direct Mail Can Achieve 77. Five Guidelines that effective Direct Mail Letters Should Meet 78. Seven Advantages of Direct Response Marketing

10.0 radio, tv, media planning

79. Five Day-parts the Typical Radio Day is Divided Into 80. Nine Advantages of Radio Ads 81. Nine Disadvantages of Radio Ads 82. Seven Day-parts the Typical Television Day is Divided Into 83. Disadvantages of TV Advertising 84. Infomercials 85. Scripts & Storyboards 86. Eight Factors to Consider When Selecting a Celebrity Endorser 87. Seven Advantages of Advertising in Movie Theaters 88. Three Disadvantages of Advertising in Movie Theaters 89. Reach & Frequency 90. CPMs & CPPs
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