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Ch 10 Media Planning and Strategy (1)

Ch 10 Media Planning and Strategy (1) - Media Planning...

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Media Planning & Strategy Ch. 10 Dr. Monique Bell / MKTG 132
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Agenda Individual Assignments Team Projects Blackboard resources Ch. 10 Media Planning
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Extra Credit Opportunities Pitch It! Workshop (10 points) Tuesday, October 27, 2015, 930 – 11:30 Registration required at www.fmbcc.org Design Thinking Survey (2 points) In-class or online soon
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Library Resources What did you learn? Market research, consumer research, etc.? What recommendations do you have?
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What’s ahead Oct 26 Media Planning (Ch 10) Oct 28 Broadcast & Print Media (Ch. 11-12) Nov. 2 Public Relations, Publicity & Corporate Advertising (Ch. 17) Nov. 4 Digital Marketing & Social Media (Ch. 15) Nov. 9 Quiz on Chapters 10, 11, 12, 15, 17 Nov. 16 Support Media/Measuring IMC Programs (Ch. 13, 14, 18) Nov. 18-30 Attendance required for Team Project Labs Dec. 2 Team Presentations Dec. 7 Team Projects Due Dec. 16 Final Exam on Chapters 1-18
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Guest Speakers Monday, November 2 Genelle Franklin , Marketing Director, Olam Spices Wednesday, November 4 Jenny Toste , Social Media Specialist, Fresno State
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Individual Assignments (200 points) IA5 Your Story – Extra Credit (10 points) – same due date IA6 I (Heart) Marketing (60 points) – same due date IA1 ePortfolio = 12 minimum with summaries
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Team Projects: MC Strategy & Creative Brief See guidelines posted in Team Projects folder TP4 & TP5 both now due on Friday, November 6.
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Marketing Communications Strategy MARKETING COMMUNICATIONS OBJECTIVES How do your communications objectives relate to the marketing objectives? Describe the key communications objectives in terms of brand awareness, interest, favorable attitudes, trial, etc. These objectives may change and occur in phases throughout the year. Consider the response hierarchies in developing the communications objectives. Very generally, discuss how your $5 million budget will be allocated to marketing communications channels (e.g., 30% traditional, 50% social/digital, 10% sales promotions, etc.). MARKETING COMMUNICATIONS STRATEGY Consider the elements of the IMC (or, Promotional) Mix, including advertising, sales promotion, public relations/publicity, social/digital, direct marketing and personal selling. Which elements will be used? What objectives do you have for each of the elements that will be used? What are the core tangible elements of your marketing strategy? For example, is there an app? A solutions kit? An interactive email?
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