1. Discussion 17 The Digital Wave April 8, 2014 ADVERTISING PRACTICE IN A DIVERSE SOCIETY

2. Name tags out Cell phones off Campaign project Any questions on the creative assignment Eric Mower Speaker Series Thursday 4/10, Jim Miller, CMO NBC Sports, 6:30 The Herg 6 points extra credit Exam#2 grades Remember ~54% HOUSEKEEPING 3. DIGITAL TECHNOLOGY IS CHANGING HOW WE THINK, PLAN, CREATE, E XECUTE AND MEASURE Discussion 17 The Digital Wave April 8, 2014 2014 OgilvyOne 4. Media buying toplines Tips how to think about media planning Media planning and IMC integrating media with the shoppers journey and contact points TODAY WELL EXPLORE http://www.slideshare.net/OgilvyOne/transformation-in-digital-advertising http://marketingsuccess.tv/video/ogilvy 5. WHAT WOULD YOU DO ABOUT SKANKY BREATH? Discussion 17 The Digital Wave April 8, 2014 2014 all womens talk 6. You invented a device that would eliminate the cause of skanky breath? How would you market it? Advertise it? WHAT WOULD YOU DO IF 7. You invested $40,000 in a TV infomercial and got only 40 orders? If you got it in retail stores but people walked by it? You offered to sell your patent to other oral hygiene companies and none of them bit? WHAT WOULD YOU DO IF 8. SO HOW DID ORABRUSH SELL NEARLY 4,000,000 OF THESE? Hire a college student. Pay him $500 to produce a quirky video. Put the video on YouTube. Sell it online. 9. Got an order from Wal-Mart for >700,000 units via email with no face- to-face meeting. Also in CVS. Has made more videos (see the Cure Bad Breath channel); still uses YouTube Created the iPhone Bad Breath Detector app Has sold millions in 40+ countries; has made millionsbut going to the dogs! TODAY, ORABRUSH IS LEGENDARY 10. LEARN MORE ABOUT ORABRUSH (AND GET RID OF YOUR SKANKY BREATH) 11. www.orabrush.com http://www.inc.com/articles/2010/10/meet-the-byu-student- who-took-orabrush-viral.html http://searchenginewatch.com/article/2259681/How-Orabrush- Harnessed-the-Power-of-Video-Marketing LEARN MORE ABOUT ORABRUSH (AND GET RID OF YOUR SKANKY BREATH) 12. AND NOW, LEARN MORE ABOUT THE DIGITAL WAVE FROM A GUY WHO RIDES IT EVERY DAY Andres Echenique Senior Partner, Director of Digital and Media 13. Read pp 556 to 559 Listen to the Gunther Schumacher video Read headlines www.adage.com Final version of Situational Analysis and Media Plan due 4/15 by class time --- 2PM and not a minute later Quiz Thursday 4/10 On Chapters 11, 12, 13, 14; Study Guide Posted BE PREPARED 14. A one-month media schedule consists of the following: One magazine with a total circulation of 1,000 Three TV programs reach households of 1,000 each A highway billboard with 5,000 vehicle pass-bys A radio program with 1,000 listeners How many exposures in this media plan? 10,000 SOLVE THIS: 15. A two-month (8 week) media schedule consists of the following: One monthly magazine with a total circulation of 1,000 and a pass-along of .5 One TV program/week reaching 1,000 households, each with an average of 2.3 people/household A highway billboard with 5,000 vehicle pass-bys/month, each vehicle having an average of 1.8 people A radio program with 1,000 listeners per week How many gross impressions in this media plan? 47,400 SOLVE THIS: