IT437IT437Unit 4

Project 4A (50pts)Project 4A (50pts)

Unit 4: Mobile Marketing This week you will develop an SMS mobile marketing

campaign. This will provide an opportunity to consider the message of your promotion and not become distracted by the graphics. PPT file turned in.

PPT Minimum 8 slides. This will be a text only campaign. This will also accommodate a wide range of users who do

not have regular access to the internet or personal computers.

Consider the core message of your e-marketing promotion.

Sample under DocSharing

Project 4B (20pts)Project 4B (20pts)

Unit 4: Evaluate legal situationThis week you will evaluate a legal or ethical situation, state

your opinion and explain your position.

1 Page report

Summarize the ethical or moral responsibilities of an e-marketing campaign with children as the target audience.

Shows the data collected concerning the spending trends of children

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Marketing to children Legal Responsibilities

Children’s Online Privacy Protection Act (COPPA).

Sony $1 Million settlement. Collected personal info. from at least 30K children on nearly 200 entertainment sites.

FTC: Monitors sites to enforce the law.

Please note: Next few slides might be to graphic for some viewers.

1950s1950s

7 Up Ad Campaign

French VogueFrench Vogue

http://vigilantcitizen.com/latestnews/disturbing-sex-kitten-vogue-photoshoot-featuring-children/

Organ DonationOrgan Donation

http://brentatent12.wordpress.com/2009/09/13/benetton-group-unconventional-advertising/

http://www.guardian.co.uk/media/2008/may/21/asa.advertising

SMS Marketing Campaign

Who texts the most?

http://www.text-board.com/marketing/text-message-global-usage-study-by-nielsen/

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SMS Marketing Campaign Campaign Sample under docsharing Mobile Marketing Association (MMA) guidelines under Dochsaring

Set goals before the campaign

Text only campaign◦ Appeal◦ Value proposition◦ Slogan

Message: Appeal, Value Proposition Message: Appeal, Value Proposition and Sloganand Slogan

Appeal: Kisses, drool, and wiggles?

Value Proposition: Adopt your forever friend for an endless supply of kisses, possible drool, and endless wiggles of excitement!

Slogan: Visit Acme Humane Society to meet your new pet. (Drool bib optional.)

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SMS Marketing Campaign MMA: Advertising week 10/2-3-New York City

http://www.mmaglobal.com/news/mobile-marketing-association-announces-new-flagship-event-focused-mobile-marketing-advertising-

SMS Spam Lawsuits◦ 20th Century Fox ($16 Million)

◦ Simon & Shuster($10 Million)