MKTG6005 Marketing Communications

Summer, 2010

WELCOME!

Contact Details

Dr Rohan MillerPhone: 02 9351 3637, Email: r.miller@econ.usyd.edu.auConsultation Times: Monday afternoon.Office: Economics and

Business/Marketing/H69, Room Number 540

PLEASE POST ALL UNIT RELATED QUESTIONS ON BLACKBOARD ONLY

Today’s Objectives

Understand the new structure of the course

Particularly, why you must do the readings prior to attending lectures and to interact

Understand what is expected of you (& why)

Feedback mechanisms

Introduce and discuss the concept of Integrated Marketing communicationsRemember, lecture notes are only a skeleton of what we will talk about

Media is Changing Marketing CommsThis course and marketing communications is always changing.This impacts on theory and practiceThis course is all about asking questions, undertaking research, questioning which theories apply and how, and sharing your knowledge

http://www.youtube.com/watch?v=jpEnFwiqdx8&feature=related

Our Learning GoalsLearning Goals Graduate Attribute Assess

m en t

1 Demonstrate a willingness to meet new challenges and deadlines.

Personal and Intellectual Autonomy

1, 3

3 Demonstrate a capacity to work independently including the ability to plan and achieve goals.

Personal and Intellectual Autonomy

1

5 Apply economic, political, legal, commercial and business theories and concepts to problems and practice.

Research and Inquiry

1, 3, 4, 5

6 Demonstrate an appreciation of the complex and dynamic nature of professional work.

Ethical, Social and Professional Understanding

1, 2

9 Apply research principles and methods for gathering and analysing data/information relevant to major fields of study.

Information Literacy 1, 2, 3

Learning is focused on your “interaction”

Assessment task Weighting Due date Learning outcomes

Word length Equiv*

1. Issues Research Report (Individual: Part A)

35% Class 7 1,3,9, 6 2000

2. Research Presentation (Group: Part B)

20% 8 Feb 5,9, 6 1000. (20 min)

3. Discussion Papers (two lots of the discussion points will be marked). Submit at the start of class (so bring a copy for your own reference

10% (2 x 5%)

Classes 2, 3, 4, 5, 6, 7, 8

1,3 200 each

3. Discussion Papers – Leading the Discussion with 1-2 other people.

5%

Random nomination 1,3 200 each

3. Exam (Individual) 30% End of Semester 5,9 2 hours 1,800 words

Total 100%

Part A: Issues Research ReportYou will be randomly allocated one cutting edge topic in marketing communications to explore, research and comment on in a report format (complete with full referencing). •Integrating Participatory Media into Marketing Communications (from Monologue to Dialogue)•Word of Mouth: Message Stimulation and Control•Mobile marcoms: on-deck and off-deck.•Advergames and interactive websites (perhaps incorporate virtual worlds)•Balancing Foreground with Background Media (and dual consumption) •“Searching” and the Internet •Trust and relationships in social networking channels •Product Placement •Measuring and Comparing Media Effectiveness •Managing the Construct of Engagement•Ad ban effectiveness•Wear-out effects in social marketing•Effectiveness of Sponsorship•Integrating PR into marketing communications•Other “hot topics” that arise (at the lecturer’s discretion)•Do you have any other ideas???

Part A: RequirementsThis report is to be a review of the literature and practices, limited to 5-6 pages (excluding the bibliography), 1.5 space, use 12 font and utilise full referencing (American Marketing Association style). Additional materials may be placed in Appendices. The Assessment Guide must be handed in with the assignment.You may choose to discuss issues related to the topics such as: measurement, use, strategic justification, penetration, trends, engagement, reach, message depth etc)…. One leading marketing manager consulted about this assessment commented that a recurring theme in the assignment topics was “'how do brands need to behave to generate trust/be a legitimate participant in the network of conversations that marketers now call 'new media” so you may wish to explore this angle a little further as well.You will need to review trade and academic articles in your review, plus any other materials that you can capture and reference.

Part A MarksContent and Substance: (29%)

Evidence you have read and reviewed at least 10 “relevant”academic (peer reviewed) papers in addition to those you are going to read anyway, in addition to any text books, industry and trade publications you may use. The best way you can do this is by “citing” all references in your work, and listing them in your reference section. (5 marks)

Part A MarksContent and Substance: (29%) cont…Each of the following will receive equal weighting

Coherent development of central themes of the topicRelated the reviewed topic to other parts of Marketing Communications MediaRelated the reviewed topic explicitly Marketing Communications TheoryCritical evaluation of the topicImplications for Marketing Professionals – why is this relevant, why not (defend)Public Policy / marketing practice implicationsWhat metrics should be used to measure the success of the mediaThe Future – where to next? Blue Sky the Topic…..what can be improved

Part A MarksPresentation and Delivery (6%)

Each component will receive equal weighting.Well written (interesting to read)Full referencingLogically and attractively presented.Note: Perfect grammar and style are assumed, and you will lose up to 5 marks for unprofessional work .

Part B: Group PresentationPART B: Group Presentation 20%

This assessment gives you the opportunity to synthesise your research report findings with others who were allocated the same ‘hot topic’, and then demonstrate your knowledge by presenting advice for a client (of your choice).Each person in the presenting group will receive the same mark and each person must meaningfully contribute to the presentation to be eligible for any marks from this assessment.

i. Presentation and Delivery (5%)Each component will receive equal weighting.Communication efficiency (voice, eyes, materials, clarity of expression)Synergy with Group / Teamwork (if appropriate)Grabs the Audience’s attentionProfessionalBalances style with information

Part B contii. Report Content and Substance Summarised: (10%)

Each component will receive equal weighting.Coherent exposition of central themesRelated the reviewed topic to other parts of IMC mix (remember what “integrated” is)Related the reviewed topic explicitly to Theory (from your readings, course, other communications theories you come across)Managerial / Marketing ImplicationsFuture Directions – tell us whether and why this concept will be big in the future

iii. Applying your expertise (5%) – e.g. recommendations to a Client:Each component will receive equal weighting.Justify whether the client should adapt, integrate, learn, change (or whatever) their IMC mix as the central theme of your presentation

If it is not for the client chosen, then what sort of client andunder what sort of conditions (if any!)

Implications to other parts of the IMC mix and strategy if it were adapted Explicitly relate to theory to justify your recommendationsAbility to respond to discussion and questions and class membersSell your research and recommendation to the audience (be persuasive)

Discussion Point ReadingsKitchen, Philip J, Ilchul Kim ad Don E. Schultz (200), ‘Integrated Marketing

Communications: Practice Leads to Theory”, Journal of Advertising Research, December, 531-546.. (NOTE: to be read for the discussion “trial”)

Chandon, Pierre; Hutchinson, J. Wesley; Bradlow, Eric T; Young, Scott H. (2009) “Does In-Store Marketing Work? Effects of the Number and Position of Shelf Facings on Brand Attention and Evaluation at the Point of Purchase” Journal of Marketing, Nov 2009, Vol. 73 Issue 6, p1-17,

Grant, Ian and Stephanie O’Donohoe (2007), “Why Young Consumers are Not Open to Mobile Marketing Communication,” International Journal of Advertising 26(2), 223- 246.

Joshi, Amit, and , Dominique M Hanssens (2010), “The Direct and Indirect Effects of Advertising Spending on Firm Value”, January 20-33.

Jones, John Philip and Margaret H. Blair (1996) Examining ‘Conventional Wisdoms’ about advertising effects with evidence from Independent Sources, Journal of Advertising Research, Nov/Dec, 37-59.

Kilger, Max and Ellen Romer (2007), “Do Measures of Media Engagement Correlate with Product Purchase Likelihood,” Journal of Advertising Research, Sept 313-325.

Rinallo, Diego and Suman Basuroy, (2009), Does Advertising Spending Influence Media Coverage of the Advertiser? Journal of Marketing, Nov2009, Vol. 73 Issue 6, p33- 46,

Ryu, Gangseog and Lawrence Feick (2007), “A Penny For Your Thoughts: Referral Reward Programs and Referral Likelihood”, Journal of Marketing, 71(January). 84- 94.

Taylor, Franke and Bang (2006), “Use and Effectiveness of Billboards”, Journal of Advertising, vol. 35, no. 4 (Winter 2006), pp. 21–34

Discussion PointsFor each of the readings you are required to prepare a set of

five of discussion points that can be used to guide and encourage class participation. Each set of discussion questions will be individually marked on their contribution based on the following criteria:Clearly related to the readings (demonstrated knowledge of the week’s reading)Introduced something new to the discussion (e.g. related to another theory, example of application in industry)Clear and Concisely PhrasedImplications for Marketing Practice (if any, explain)The Blue Sky Perspective – future directions – where to from here

Submit at the start of classRandom marking of assessment…….2 x 5marks

Discussion LeaderFor each of the readings you are required to prepare a set of five of discussion points that can be used to guide and encourage class participation. Each set of discussion questions will be individually marked on their contribution based on the following criteria:Ability to Stimulate Discussion / involve the classInteresting (new, challenging, devils advocacy, contrary points / literature – supported)Synergy with Co-Discussion leaders (if applicable)Implications for Marketing Practice (if any, explain)New InsightsTactics and preparation

1 x 5 marks

Learning Program (1) 8/01

Law 105

Introduction to Marcoms & Subject Objectives

Chapters F2

Get to know each other Assignment of Research Topics

(2)

11/01 Law 105

Influencing Consumer & Stakeholder Decisions

East Chpt 3 Kitchen, Kim and

Schultz 2008

“Discussion Points Trial” Please read this paper and come prepared

with some discussion points

(3) 14/01

East 405

The Communications Process Chapter F6 & 7 Kilger and Romer

(2007)

“Discussion Points Due”

(4) 18/01

Law 105

Research, Strategy and Planning

Chapters K 7 WSSMB 11

Joshi, Amit, and , Dominique M

Hanssens (2010)

“Discussion Points Due”

(5) 21/01

East 405

The New Media: Chapters WSSMB 10

Grant & O’Donohoe (2007)

Research Assignment Overview & Feedback (5 min each) “Discussion Points Due”

(6) 25/01

Day Off Australia Day 26th

Note: Spend this time doing your assignment

Learning Program(7)

28/01 MW4 (275)

The New Media Intro to Television

Reigner (2007)

Lab Session “Discussion Points Due”

(8) 01/02

East 403

Television & Radio Jones and Blair (1996)

K 8 & 9

Lab Session “Discussion Points Due”

(9) 04/02 MW4 (275)

Out of Home

Taylor, Franke and Bang (2006),

K 12

“Discussion Points Due” DUE: 30% Individual Research Report

(10) 08/02

East 403

Print & Magazines

Chapters K 10, 11

Roy Morgan Research – Lab Session

(11) 11/02 MW4 (275)

Sales Promotions & Direct Sales Chapter WSSMB 15

Chandon et al 2009

“Discussion Points Due” ALL DUE: Group Presentation

(12) 15/02

East 403

Public Relations WSSMB 16 Rinallo, Diego and Suman Basuroy,

(2009)

Group Presentations continue Practice Exam & Conclusion “Discussion Points Due”

(13)

18/02 MW4 (275)

Exam - Chance to Demonstrate Learning -

Questions?Any questions about any assessment or the subject?Make sure you have read the subject outline and understand what is entailed in this subject (talk about this with colleagues over the break)

What we are doing, and why we are doing it

Refreshments time……

What is IMC?

Source: Belch, Belch, Kerr and Powell, 2009, “Advertising and Promotions”

Influencing Consumers and Stakeholders

Why do companies use marketing communications?Why do governments and non-profits use marketing communications?What does consumer behaviour really look like?

Behaviourists versus cognitivists

What is marketing communications?

Table 6.2 (Fill) Main characteristics of the buyer classes

Does the general stages model apply to all sorts of products?

Consumer Behaviour – Buyer Classes

Figure 6.1 (Fill) Five general stages of a buyer’s purchase decision process

The Cognitive Approach

Theory keeps evolving…..when, why does this model apply? Implications for new media? Which model is right (if any, if all?)

Ad Effects: Early Models

AIDA: Attention - Interest - Desire - Action

The Lavidge and Steiner Model Awareness

↓ Knowledge

↓ Liking

↓ Preference

↓ Conviction

↓ Purchase

IMC Process

Source: Belch, Belch, Kerr and Powell, 2009, “Advertising and Promotions”

Dynamic….Role of New TechnologiesShift from Intervention to PermissionTarget audiences…..

Figure 2.6 Stages in the innovation–decision process of adoptionSource: Reprinted from Rogers (1983) with the permission of the Free Press. Copyright 1962, 1971, 1983 by the Free Press.

Figure 2.7 Fast and slow diffusion of an innovationSource: From Hawkins et al. (1989); used with kind permission.

In Sum

You are responsible for your own learningThis is not a lightweight fluffy subject

The course has been structured to integrate “theory” with independent thought & a research based approachFeedback mechanisms

BlackboardVolunteers to share ideas weekly