From Mad Men to Pokemon Go: Everything Has Changed Or Has It?

MEJO 272.2 Advertising From Mad MediaMen to Pokemon Go: Everything Has Changed…Or Has It? Fall 2016 M-W 5-6:15 Carroll 283

Instructor: Peter Mitchell 336-671-3266 [email protected] Twitter: @pmitchellnc Snapchat: pmitchell0757

This course is designed to prepare students for careers in marketing communications, advertising, content strategy and media planning. In this era, when the average consumer spends 10 hours, 39 minutes per day on their smartphones, tablets, and laptops and through traditional channels such as TV, print, outdoor and radio, should modern day marketers throw all the rules out the window? Or are the fundamentals of advertising media as relevant today as they were during the Mad Men era?

Objectives The goal of this course is to provide you with an introduction to the essentials of media planning in the context of overall brand strategy and marketing communications. During our semester together I hope you will be: Challenged to think holistically about the way brands connect with their audiences Encouraged to learn the fundamentals of media research, strategy and planning Inspired to pursue careers in the marketing communications field.

A pp r oach T o Lea r ning We will take an integrated approach to advertising media. Our semester-long journey begins with a discussion on brand and marketing objectives. Then we will develop a framework for developing strong communications plans. Finally, it will culminate with of delivery of your integrated media plan. Each class session will feature a topic, a relevant tool and a practical application. We will utilize case studies from my personal experience and from our online software resource, mediaflightplan.com. The class schedule outlined below will undoubtedly change during the course of the semester based on the pace of discussion and learning. Reading/homework assignments have been posted for sessions 1-4. When changes do occur I will promptly update the schedule to give you time to make adjustments.

Class Blog—Media Ideas In Action We will create a class blog Media Ideas In Action for posting and sharing of observations from the marketing and media world around us. The industry is moving so quickly that it is important to follow and learn from new media forms, new research techniques and campaign successes and failures. Each student is expected to post three times during the course of the semester.

Participation and Discussion :

Class participation is an important dimension of this course. You will be best prepared for a career in marketing communications if you become a “student of the game.” We’ll begin each session with a quick discussion about what’s going on out there in the marketing/advertising world. What campaigns have caught your attention? Which new media are hot? You may be called on to share your observations with the class. Mashable.com, adage.com, adweek.com and mediaweek.com are good sources for news.

Textbooks For this class, please purchase paperback versions of:

Advertising Media Planning (AMP) A Brand Management Approach (Fourth Edition) by Larry D. Kelley, Donald W. Jugenheimer and Kim Bartel Sheehan. Media Flight Plan (MFP) 7th Edition by Dennis G. Martin and Robert D. Coons. You will need to buy a NEW, not used or shared copy of this textbook in order to access the online software.

Quizzes There will be two quizzes during the semester covering all concepts covered in class to date.

Graded Homework Assignments There will be several homework assignments submitted for a grade during the semester. Team Project: Integrated Communications Plan This is your final exam in this course. Careers in advertising and media planning require coordinated teamwork among brand strategists, marketing researchers, media experts and creative thinkers. In JOMC 272 you will be part of a brand team that develops and pitches an integrated communications plan to the Chief Marketing Officer.

This final project will incorporate all ideas, concepts and techniques covered during the semester. Your team will approach the project in four phases: Situation Analysis, Communications Objectives, Media Strategies and Tactics and Final Media Plan. You will elect a team captain who will schedule team meetings and check-ins with me during the semester.

Each five-person team will make their first and second choices from among the following brands. Once assigned, you will become the brand management and media team for the semester.

--Char-Broil --Tropicana --Degree --Burt’s Bees --Cheerwine --Krispy Kreme --Quaker Oat Squares --Texas Pete --Olay --Gatorade

Your final presentation and will consist of your research, target personas, overall communication strategy, recommended integrated media plan and rationale. More on this assignment will follow as we get started. :

Grades Grades for homework assignments and quizzes will be based on how well you have grasped the pertinent class content. Rubrics will be established for each graded assignment. Since some class members have experience in the field, consideration will be given to your ability to improve during the course of the semester. Letter grades will be consistent with UNC guidelines.

Final grades will be determined based on: • Integrated Communications Plan—Team Project --Phase 1 Situation Analysis 10% --Phase 2 -3 Objectives and Strategies 10% --Final Plan (Phase 1-4) 20% • Quizzes (2) 20% • Homework Assignments 10% • Blog posts--Media Ideas In Action 10% • Class Participation 20%

Honor Code: I expect that each student will conduct himself or herself within the guidelines of the University honor system (http://honor.unc.edu). All academic work should be done with the high levels of honesty and integrity that this University demands. You are expected to produce your own work in this class. Using a set-up sound bite is a violation of the honor code. If you have any questions about your responsibility or your instructor’s responsibility as a faculty member under the Honor Code, please see the course instructor or Senior Associate Dean Charlie Tuggle, or you may speak with a representative of the Student Attorney Office or the Office of the Dean of Students.

Seeking Help: If you need individual assistance, it’s your responsibility to meet with the instructor. While do not keep formal office hours on campus I will make myself available before and after class on Mondays and Wednesdays. I’m also available via phone and text.

Diversity: The University’s policy on Prohibiting Harassment and Discrimination is outlined in the 2011-2012 Undergraduate Bulletin http://www.unc.edu/ugradbulletin/. UNC is committed to providing an inclusive and welcoming environment for all members of our community and does not discriminate in offering access to its educational programs and activities on the basis of age, gender, race, color, national origin, religion, creed, disability, veteran’s status, sexual orientation, gender identity, or gender expression.

Special needs: If you have any disability or other special situation that might make it difficult to meet the requirements described above, please discuss it with me as soon as possible. If you have not done so already, you should also contact the Department of Accessibility Resources & Service (AR&S) at 919-962-8300 or [email protected].

Accreditation The School of Journalism and Mass Communication’s accrediting body outlines a number of values you should be aware of and competencies you should be able to demonstrate by the time you graduate from our program. Learn more about them here: http://www2.ku.edu/~acejmc/PROGRAM/PRINCIPLES.SHTML#vals&comps

No single course could possibly give you all of these values and competencies; but collectively, our classes are designed to build your abilities in each of these areas. In this class, we will address a number of the values and competencies, with special emphasis on the last six bullet dots under "Professional values and competencies" in the link above.

CLASS SCHEDULE

Class Session Topic Pre Work Assignment 1. Aug. 24 Course overview and objectives Read: Syllabus Brief history of advertising media Chapter One AMP Paid, earned, owned, shared media Overall trends in media Integrated, holistic approach

Tool: Course Syllabus

2. Aug. 29 Media Fundamentals Read: Best Media Plans of 2015 The Sales Funnel: Awareness>>Purchase Chapter 2, 16 AMP Impact vs Continuity GRPs, Impressions and CPMs Keys to building a winning media plan Team/Brand Assignments

Tool: The Integrated Marketing Plan

3. Aug. 31 Communications Plan Phase 1—Situation Analysis --Business trends Complete Exercise 2 (MFP) --Brands & Product Lines Team Brand Choices --Consumers & Customers --Competitive spending

Tool: Brand Resonance Pyramid

4. Sept. 7 The Brand Audit Read Ch5 (MFP) --Where do we stand? Exercise 10 (MFP) --Consumer segments --Channel customers --Competitive Analysis --Measurement BDI/CDI (MFP Exercise 8) --Retail presence

Tool: SWOT Analysis

5. Sept. 12 Phase 1 Presentations

6. Sept. 14 Phase 1 Presentations :

7. Sept. 19 Phase 2—Communications Objectives/Overall Strategy --Business/Marketing Objectives --Role of Communications --Targeting: Behavioral, Demographic/Lifestage/Attitudinal --Targeting: Purchasers vs Influencers --Understanding motivations and path to purchase

Tool: MRI Media Research Tool

8. Sept. 21 Communications Objectives & Strategies --Role of geography --Role of seasonality --Role of purchase cycle --Role of creative message

Tool: Communications Brief

9. Sept. 26 Quiz #1

10. Sept. 28 Phase 3 --Media Strategies & Tactics Team Homework: --Identifying the Big Idea Communications Brief --Communications Mix --Evaluating media vehicles --Reach, Frequency, Impact, Continuity, Recency --Media Quintiles --Launch and maintenance levels

Tool: Case Study: Revitalizing The Flower Bulb Market

11. Oct. 3 Team Meetings

12. Oct. 5 Guest Lecturer

13. Oct. 10 Traditional Media –Broadcast Television advantages Radio advantages Daypart analysis

Tool: Media Strategy

14. Oct. 12 Traditional Media—Print, OOH Magazines, Newspaper OOH and Retail

Tool: Media Strategy

15. Oct. 17 Introduction to Digital Marketing :

16. Oct. 24 Digital Media --Content Marketing Matrix --The Conversation

17. Oct. 26 Display Advertising

18. Oct. 31 Paid Search & Social

19. Nov. 2 Mobile and Other Emerging Media

20. Nov. 7 Phase 2-3 Presentations

21. Nov. 9 Phase 2-3 Presentations

22. Nov. 14 Phase 4—Final Media Plan Development --Budgeting: Media Planning Formulas and Math --Setting achievable and measurable goals

23. Nov. 16 Measuring plan success --KPIs

24. Nov. 21 Media Testing --Control vs test market --Heavy up testing --Media Mix test --Measuring test results

25. Nov. 28 Quiz #2

26. Nov. 30 Team Work Sessions

27. Dec. 5 Integrated Marketing Plan Presentations

28. Dec. 7 Integrated Marketing Plan Presentations