ADMN 2100H Lecture Notes - Lecture 11: Massey Lectures, Space Invaders, Advertorial
20 Jun 2018
School
Department
Course
Professor
ADMN2100: Introductio n to Marketing
Thursda y, March 29th, 201 8
Lecture Week 11
Management Report
-Manag e me n t report due on April 5th in dropbox
-Poster display April 5
o8:30 Bagnani hall
o10:00 setup done
ojudging start s at 10:0 0 a m
oshould be done by about 11:30 a m
oteardo w n by noon
poster shows what the brand is
shows what was found
o2- 3 minut e pitch to the judge s – bran d , proble m, opportu nity reco mm e n d a t io n
some discussio n on met ho d ology and findings
Exam
-2 hours
-multiple choice
-100 ques tions
-online course evaluatio n
Concepts to Review
-mark eting
odefinition, conce pt s (selling, mark e tin g), buying proce ss (consu m e r and busine s s buying)
-unde r s t a n din g consu me r s
orese arc h , seg m e n t a t i o n
oquantit ativ e vs qualita tiv e
osecon d a r y vs primar y
omicro and macro
-environ m e n t a l factors
-mark eting mix vs. pro motio n al mix
oproduct, price, place, promo tion
oele me n t s of promotion al mix
oadvertising vs. pro mo tion
-cont e mp o r a r y issues facing mark e t e r s
1. Product
2. Place
3. Price
4. Promotion
a. Advertising and PR
a.i. product place m e n t in some other kind of media
b. Promotion
-sales promo tion
find more resources at oneclass.com
find more resources at oneclass.com
-trad e pro motio n
-direct marke ti n g
-person al mark e ting
Overall Marketing Objectives
-mark eting mix
oproduct
oplace
opro mo tion
oprice
targe t mark et
-pro mo tion al mix
oadvertising
opublic relations
osales promo tion
operson al selling
odirect marke ti n g
pro mo tion al plan
Traditional Media
-bro ad c a s t
oTV
oradio
-print
onews p a p e r
oma g a zin e
-out of home
obillboard
used to be a billboar d on the side of a highw ay
is now more innov a tiv e
otransit
oPOS
oMural
Alternative/New Media
-Advertorial
oLooks like an editori al
oIllegal to say it is not an add
-Product place m e n t
oIn a movie, if you see a coke on the table, you know that coke paid to hav e their produc t fea
movie
-Website
-Intern e t ads
-Apps
-Phone s
-Odd place s
Digital and Online Marketing – The Blurring of the Lines
-Website
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Admn210 0: introdu c tio n to marketing. Thurs d a y, march 29t h, 201 8. Mana g e m e n t repor t due on april 5th in dropb o x. 100 que s ti o n s online cours e evalu a tio n. Advert ori al: looks like an editori al, illegal to say it is not an add. Produc t plac e m e n t: in a movi e, if you se e a coke on the tabl e, you know that coke paid to hav e their produ c t fea movi e. Digital and online marketing the blurring of the lines. Traffic: promo tio n, links, orga nic seo, paid seo. Visual desig n: easy on the eye, not clutt er e d. Archit ect u r e: easy to navig a t e.
