Class Notes and Study Guide
Class Notes and Study Guide 1000
Popular in Idea Industries
Popular in Aerospace Engineering
This 7 page Bundle was uploaded by Sheridan Gill on Thursday October 1, 2015. The Bundle belongs to 1000 at University of Colorado taught by Gangadharbatla,Harsh in Summer 2015. Since its upload, it has received 56 views. For similar materials see Idea Industries in Aerospace Engineering at University of Colorado.
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Date Created: 10/01/15
Week 1 Notes No Notes to Take Week 2 Notes 9415 The Evolution of AdvertisinCI 0 Signs town criers and trademarks 0 Pre Industrial age gt from beginning of recorded history to 1800 s 0 Industrializing age gt mid1700 s to WWI 1890 rst ad agency gt NW Ayer amp Sons 0 Industrial age gt 1900 s to 1970 s consumer packaged goods USP positioning branding 0 Postindustrial and information age gt 1970 s to current Altoids 0 Been around for over 225 years w Only really been successful since 2000 s w How did this happen 9 Q How much monev is Spend on advertising in the US 0 22055 billion in 2018 Week 3 Notes 9915 A TVIoical Ad Campaign 0 The problem you re trying to solve 0 Planning and research 0 The creative brief 0 Creative concepts and execution gt Using the creative brief as a framework make decisions about format design appeal logo tone voiceovers headlines slogans taglines etc 0 Choosing the right media gt Target media habits reach and frequency 0 Evaluation How are agencies compensated 0 Commissions 15 of media buy amp Markups 0 Straight fee or retainers 0 Fee commission combination 0 Incentive system 0 Emergingnew revenue models leasing content and IP amp creating products eg Sir Richard s Condoms Kev plavers in the advertising industrv 0 Advertisers 0 Agencies 0 Media 0 Suppliers 91115 New Business 0 New Business Manager in large agencies moves on to be VP New Business or Director of Business Development 0 ln smaller agencies Account Executives perform this function 0 Skills requireddesired Good with presentations and selling ideas likeable personality travel and working on the road Client Services 0 Account Executives link between the client and the agency moves on to Senior Account Exec Account Director and VP Acct Services 0 Skills requireddesired Good with presentations and people organized both right and left brained likeable personality travel and working on the road Account Planning 0 Account Planner Strategic Planner researches and provides insights develops creative brief moves on to Associate Director of Planning Director of Strategic Planning 0 Skills requireddesired super curious inquisitive mind asking the right questions qual and quant methods loves research Week 5 Notes 92115 Guest speaker Kevin Gammon explained the process of generating ideas through the following steps except Extraction Who invented sliced bread Otto Rohwedder When sliced bread was invented in the 1910 s it was an instant success FALSE The Japanese word Otaku means the desire of someone who s obsessed Which of the two companies do you associate with Otaku krispy Kreme According to Seth in today s world the riskiest thing marketers can do is to play it safe TRUE What is media planning 0 The art and science of choosing the right place at the right time for the right duration and price to reach the right target Media Related Jobs 0 Media planner gt When where how often and at what cost 0 Media Buyer gt Implementexecute the plan 0 Media Sales gt Sales person at a media companypublisher 0 Media Researcher gt Offer insights throughout the process How to be a great media planner 0 Knowledge of different media eg radio stations blogs popular websites apps etc 0 Understand consumer behaviour audience media habits buying or purchase decision process trends 0 Digitalsocialtech savvy 0 Math and analytical skills be an excel ninja 92315 If you regularly shop at target they can tell if you re pregnant TRUE People who like curly fries on Facebook have high intelligence Sociological theory that basically says people are friends with people like them is Homophin Viral videos and Facebook spread in exactly the same way that diseases spread through social network TRUE What is the most likelyprobable way users can gain some control over how their data is used Through science predicting and encrypting data Data Driven Advertising 0 Global data is estimated to be around 28 Zettabytes 10quot21 0 World s information is doubling every two years 0 If an 11oz coffee mug 168 then 128 a great wall of China What is data mining 0 Data mining is the process of exploring large amounts of data to discover meaningful patterns and insights 0 All data mining methods implicitly assume that the future will be similar to the past Some data mining technidues 0 RFM Analysis gt Recency Frequency and Monetary gt Used to harvest existing customers 0 R F and M scores 0 Different advising for different customers Data Science 0 By 2018 American alone could face a shortage of 140000 to 190000 people with deep analytical skills Obama Campaign 0 How persuadable are swing state voters 0 Microtargeting scores 0 Scores for each voter on a scale of 1100 0 Undecided does not equal persuadable 92515 CPB 0 Founded in 1988 0 Media Planning 101 gt Commercials If you saw it you can thank us If you liked it you can thank someone else Week 5 Notes 92815 Intro to Analvtics 0 2013 Headlines gt Big Data takes turn as market darling gt The sexiest job of the 21st century Data analyst 0 2014 Headlines gt 90 of marketers are not trained in marketing performance and Marketing ROI gt Its already time to kill the Data Scientist Title 0 So where are we gt It is important for my organization to set up its use of analytics to make better decisions 87 gt my organization relies more on management experience than data analysis when addressing 61 0 Growth of Analytics gt Survey research gt Competitive lnteligence gt DMCM AnalysisModeling gt Scanner Data Analysis gt Media Analytics gt Data Mining gt Marketing Mix Modeling gt Customer Pro ling gt Digital Ad Analysis gt Site Analytics gt SEOSEM gt Social Media Analysis gt Big Data gt Text Analytics gt Data Visualisation gt Data Integration amp Storytelling 0 Explosion of Tools gt Our advertising client sells computers I Hypothesis What kinds of things might have an effect on their sales I Analysis Where might we get the data to test these computers gt What kinds of things might have an effect on their sales Advertising media quality creativemessage PR Social Media Word of Mouth Brand Equity Site Traffic Search Events Competitive Online Buzz New Products Competitive Advertising Media Brand Equity Events New Products Social Media l Environmental variables Economic Stock Performance Industry Metrics 0 Where can we get the Data gt Client Creative Agency Media Agency PR Agency Social Media Agency Research providers gt Competitive providers 0 How can we analyze it VVVVV 0 00 0 00 0 00 0 00 0 00 gt Data Integration gt Data VisualizationDashboards gt Econometric Modeling How can we present the results to the client gt Graphs How can we present the results to the client gt A Timeline or a little presentation tree How might the client use the results gt How can I lower the cost per sale gt How can I increase sales of a particular product gt How can I improve my brand awareness gt Can I drive more sales by moving money from one campaignmedia to another to gain effecieny gt If I have extra money to invest where should I spend it to get the most from it gt If I plan on running XMM in media next year will I meet my goal for sales What kind of background is helpful gt Academic TrainingExperience MathStatistics Engineering Phsycology SociologyAnthropology BuisinessMarketingAdvertising Research ProgrammingComputer ScienceSoftware gt Personal Nature Curious Inquisitive nature Attention to detail Insatiable desire to understand why Ability to step back to see the whole picture Feeling that date qualitycollection methology is important Diligence Willingnes to question the status quo Storytelling Where might you work gt Agencies Media Creative Digital Social gt Clients All VerticalsIndustries gt Providers Research I Data l Tools I Software gt Consultants 0 What might you analyze gt Brand Product PricingPromotions Customers Online Search Site VVVVVV 930 0 The person in charge of all the non verbal aspects of an ad is Art director 0 Ad agencies are mostly compensated through commissions of 15 0 Account Executive acts as a link between an ad agency and its clients 0 Account Planner is usually in charge of writing a creative brief in an adagency 0 Media Planner
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