0.0 Weekly Planner, Grading, Assignments, Exam Topics

8/12/2019 0.0 Weekly Planner, Grading, Assignments, Exam Topics

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2/18

16/01 intro plus urban mc big idea marketing plan Grades23/01 events & experiences 5%

30/01 virals, speciality 5%

06/02 web 2.0 5%13/02 ***Dark Knight Viral Campaign CASE*** 5%

20/02 product placement & print 5%

27/02 ***James Bond Films & Product Placement CASE*** 5%

06/03 sponsorship & ambush marketing 5%

27/03 out-of-home 5%

03/04 pr, brand crisis management, 5%

10/04 sales promotion & direct marketing 5%

17/04 radio & television 5%

24/04 ***Pinterest Social Media Success CASE*** 5%

08/05 ***FINAL EXAM*** including ***Ambush Marketing CASE***

advt 1940 2014

GRADING

10% Active Participation60% Group Presentations

Case Workshops

30% Final Exam

2Wednesday, January 15, 14


3/18

D51 - 60

C61 - 75

B76 - 90

A91 - 100

Application ofmarketing

concepts

Uses marketing conceptswith limited

effectiveness

Uses marketing conceptswith moderate

effectiveness

Uses marketing conceptswith considerable

effectiveness

Uses marketing conceptswith a high degree of

effectiveness

Effectiveness

of oralpresentation

Uses language thatsometimes impedes

meaning due to errors ofusage.

Demonstrates an inabilityto answer most questions

Uses language thatgenerally conveys

meaning, may containsome errors of usage.

Answers questions in anunconvincing manner

Uses languagewith some complexity,

general clarity, & fewerrors.

Effectively answersmost question

Demonstrates commandof mechanics, syntax, &

vocabulary of marketingwith clarity & fluency.

Effectively answersall question

Quality of Visual

Presentation

Slides are too basic &limit the understanding of

the spoken content &hinder knowledge

transfer. Major rules ofdesign are ignored

Slides hinder theunderstanding of the

spoken content &knowledge transfer.

Major rules of design arerarely considered

Slides support all spokencontent & contribute to

knowledge transfer.Most major rules of

design are respected

Slides effectivelysupport all spoken

content & contributepositively to knowledgetransfer. All major rules

of design are respected

Demonstrationof strategic

& creativethinking

The presentation lackscreative & strategic

thinking

Little linking of creativeefforts to strategy.

The presentationdemonstrates a low

level of creativity

There is a good linkbetween the strategy &

the creative thinking.The presentation

demonstrates amoderate level ofcreativity

A clear red line linkingthe strategy to the

creative thinking.The presentation

demonstrates a highlevel of creativity& fresh thinking

Grading Rubric - Presentations advt 1940



4/18

D51 - 60

C61 - 75

B76 - 90

A91 - 100

Preparation& Attitude

Student showed noevidence of preparation.

Projects lack of interest &disrespect for other class

members

Exhibits little evidence ofhaving read or thought

about assigned material.Demonstrates a

disruptive attitude & alimited leadership role

Arrives fully preparedwith all assigned work

completed.Demonstrates a

professional attitude & alimited leadership role

Arrives fully preparedwith all assigned work

completed.Demonstrates a

professional attitude &assumes a leadership role

Quality ofContributions

Comments reflect little

understanding of:the assigned preparation,general course concepts,

or previous remarks ofthe students or

information discussed

Comments are often

irrelevant, show a lack ofpreparation, & indicatelack of attention to

previous remarks ofother students or the

instructor

Comments are relevant &

reflect generalunderstanding of coursecontent. Occasionally

supports the instructor inhelping to communicate

course material

Comments are insightful

& reflect excellentunderstanding of coursecontent. Actively

supports the instructor inhelping to communicate

course material

Impact onClass

Discussions

Comments do notadvance class discussionor are actively harmful toit. Other students show a

lack of respect to theircontributions

Comments sometimesadvance the class

discussion.Other students show alack of respect to their

contributions

Comments regularly &occasionally elevates the

class discussion.Other students respecttheir contribution & treat

them with respect

Comments frequently &input often elevates the

class discussion.Other students activelylisten & show respect to

the comments

Frequency of Participation

Student does notparticipate in class

discussions.Offers little input during

break out sessions &group activities

Student rarelyparticipates in class.

Offers little input duringbreak out sessions &

group activities

Participates each class.Offers contributions

during break out sessions& group activities

Actively participatesmultiple times each class.

Takes an active roleduring break out sessions

& group activities

Grading Rubric - Participation advt 1940



5/18

Are you a

Suit or Creative ? Form teams of +/-5.

Complete the creativity assessments to see ifyou are more of a Suit or a Creative.Assess the overall synergy of your team

iMake a left brain Mood Board

(using only words &/or logic) showcasing the10 best places to be used in urban marketingcampaigns within the Netherlands - or any

other city/country of your choice

Creat ive HomeworkMake a right brain Mood Board(using only visuals) showcasingthe 10 best places to be used in urban marketingcampaigns within the Netherlands - or any othercity/country of your choice

Suits & CreativesSit 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 pageurban 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 yourfive FINAL big idea campaign suggestions presented visually. Highlight the strategy, target audience,

& magical element for each creative urban mc tactic proposed.

Assignment One



6/18

SEVEN MINUTE PITCH: 10 big idea Event or Experience Marketing urban MC tactics for your brandEvents &

Experience urban MC pitches

Assignment Two


A i Th


7/18

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 choiceBONUS POINTS -- Post your viral on YouTube & get 500 views with positive comments

3. Come up with 5 big idea Speciality Campaigns

Assignment Three


A i t F


8/18

Five web 2.0 big ideasFacebook, 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?

Assignment Four


A i t Fi


9/18

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

Favorite Examples of Print AdsFind 10 print ads & analyze why each was effective

using the theory we have studied during class

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

big ideaTypography, Fonts

Dominant Elements

Use of White SpaceBalance/Proportion

Assignment Five


Assignment Six


10/18

Three Sponsorship IdeasMake a splash with 3 big idea sponsorship suggestions.

Visually present each sponsorships multiple ideas

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

Assignment Six


Assignment Seven


11/18

10 big ideaout-of-home campaigns

10-slides

BEWARE OF CAT Now with

more proteinWhiskas, Tbwa

Toronto

Assignment Seven


Assignment Eight


12/18

1. Visually present

three PR activities that will improve your brand image2. 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 happento your brand, record your apology (+/- two-minutes)videos & write your apology letter.

Assignment Eight


Assignment Nine


13/18

Three to five Sales Promotion

ideas worked outMake storyboards and/or descriptions/prototypes ofthree sales promotion ideas. For each one suggest:

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

One Direct Mail CampaignDevelop your letter, envelope, offer, inserts, etc.for a Direct Mail campaign.

Assignment Nine


Assignment Ten


14/18

Television AdsStoryboard/Protoytpe THREE television ads.Suggest what time of the day & what types of programming would be most suitable to run your ads

Radio AdsRecord three radio ads for three different times of the day

Assignment Ten


b


15/18

urban MC exam top ics1.0 intro to urban MC + urban MC big idea plans1. The Ten Elements in the urban MC Toolkit2. IMC Spending Patterns3. Six Details that must be Well Executed in urban MC Tactics4. Eight Sources of urban MC Inspiration5. The Nine Universal urban MC Standards6. Model of urban marketing Campaign Info Flow7. Thirteen Right-Brain Characteristics/Thirteen Left-Brain Characteristics8. 10 Guidelines for Creative Output9. Seven Types of Primary urban MC Research10. Mood Boards11. Seven sources of Secondary Research: urban MC Creative Media12. urban MC big idea Brand Planning Matrix13. Six characteristics of a big idea14. urban MC Segmentation Profile15. urban MC big idea Creative Brief

2.0 events & experience marketing16. Five examples of Event Marketing. Why is each memorable?17. Tryvertising18. Five requirements of Event Marketing19. Five examples of Experience Marketing. Why is each memorable?20. Then Heineken Experience



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3.0 virals, speciality marketing21. Viral22. Gonzo Virals23. Ray Ban Viral Campaign24. Transformational Communication25. Five examples of Virals. Why is each memorable?

26. Old Spice Viral Campaign27. Storyboards28. Five examples of Speciality Marketing. Why is each memorable?

4.0 web 2.0 marketing29. Five examples of web 2.0. Why is each memorable?30. Five Reasons why Brand Communities Form31. Cookies32. Search Marketing33. How does Google AdWords work?

5.0 product placement, print marketing34. Five Examples of Product Placement. Why is each memorable?

35. Basic Components of a Print Ad36. Five Things a Headline Must Do37. Contrast, Balance, Dominance, Proportion, White Space38. Five Advantages of Magazines39. Four Disadvantages of Magazines40. Three Types of Newspaper Advertising41. Five Advantages of Newspapers42. Four Disadvantages of Newspapers

43. Five Examples of Print Ads. Why is each memorable?


6 0 hi b h k i


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6.0 sponsorship, ambush marketing44. Sponsorship at the Olympics45. Five Examples of Sponsorship. Why was each memorable?46. Five Sponsorship Marketing Objectives47. Five attributes sponsors look for when endorsing an individual48. 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 marketing51. Circular Diagram of Out-of-Home urban MC Media52. Five Examples of Out-of-Home urban MC. Why was each memorable?53. Nature of Communication Model54. Five Characteristics of Out-of-Home Communication55. Three Examples of Wonderbra Out-of-Home Communications56. Nine Alternative Out-of-Home Media possibilities57. Two Advantages & Two Disadvantages of Transit Advertising

8.0 pr, brand crisis management marketing

58. Ten Examples of PR Activities59. Eight Examples of Image Building Activities60. Six Examples of Image Destroying Activities61. Five types of Consumers Segmented on Their Attitude Toward Support of Green Marketing62. Five Examples of Public Relations. Why was each memorable?63. Brand Crisis Management64. Seven Elements of an Apology Strategy65. Ten Reasons Why the JetBlue letter is Considered to be the Perfect Apology Letter

66. Five Sponsors Lost by Tiger Woods67. Five Examples of Brand Crisis Management. Why was each memorable?



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0.0 Weekly Planner, Grading, Assignments, Exam Topics