New User Special Price Expires in

Let's log you in.

Sign in with Facebook


Don't have a StudySoup account? Create one here!


Create a StudySoup account

Be part of our community, it's free to join!

Sign up with Facebook


Create your account
By creating an account you agree to StudySoup's terms and conditions and privacy policy

Already have a StudySoup account? Login here

MKTG 420 - Week 6 Notes

by: Sonia Brosnan

MKTG 420 - Week 6 Notes MKTG 420

Marketplace > University of Oregon > Marketing > MKTG 420 > MKTG 420 Week 6 Notes
Sonia Brosnan
GPA 3.8

Preview These Notes for FREE

Get a free preview of these Notes, just enter your email below.

Unlock Preview
Unlock Preview

Preview these materials now for free

Why put in your email? Get access to more of this material and other relevant free materials for your school

View Preview

About this Document

Hey Classmates! Here's the notes from this week on corporate advertising! Hope you find them helpful :)
Marketing Communications
L Schneider
Class Notes
25 ?




Popular in Marketing Communications

Popular in Marketing

This 2 page Class Notes was uploaded by Sonia Brosnan on Thursday May 5, 2016. The Class Notes belongs to MKTG 420 at University of Oregon taught by L Schneider in Spring 2015. Since its upload, it has received 16 views. For similar materials see Marketing Communications in Marketing at University of Oregon.


Reviews for MKTG 420 - Week 6 Notes


Report this Material


What is Karma?


Karma is the currency of StudySoup.

You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!

Date Created: 05/05/16
MKTG 420 ­ Week 6 Notes  Brand Ambassador/Campus Rep programs o Companies: Apple, Microsoft, startups, Redbull, PINK  Needs to fit with the target market of students o Risks:  If rep screws up, becomes bad for the brand  Hard to measure effectiveness  Rep just might not do the responsibilities asked of them (ex: may  just take the coupons or eat the free Chipotle)  Structuring a Brand Ambassador program o Communication of the program to potential reps and an ongoing  communication plan  Integrate with your IMC plan  Some companies have Twitter accounts solely devoted to campus  rep programs o Recruitment and interviewing method and protocol  What will you do beyond social media?  How do you use this product?  Hire by referral of current reps o Incentive package for reps  Ex: money, stipend, free product (how much, how often?)  Builds reciprocity o Responsibilities of reps  What do they have to do?  Each week, each term? o Materials needed  If you want them to pass out coupons, the company needs to  provide them with coupons o Measuring success of reps  Twitter mentions, number of email sign ups at tabling events o Corporate advertising ­ building the company’s image and reputation o Cause related marketing is good for:  New(er) companies (raises awareness)  Ex: Jersey Mike’s teaming up with Camp Kesem upon  opening of new location  Competitive advantage (hard for Jersey Mike’s to stand against  Jimmy John’s and Subway ­ need to develop a competitive  advantage to prove they’re the superior sandwich choice)  Bad PR (ex: oil spill)  Tarmet market alignment  Demonstration of brand  Part of mission statement  Ex: Tom’s “One for One” ­ part of who they are as a  company  Minimize backlash  Cause related marketing campaigns o Match between company and cause  Making sure that the company does not overshadow the cause or  visibly benefit from the CRM o Program’s structure and partners  Contribution structure (% of sales, marketing, for every product  sold, minimum guaranteed contribution  Who do we need to work with to make this happen? o Advertising and communications o Timeline and goals  1 day only vs. 1 month only leads to scarcity   People feel a sense of urgency and are more likely to contribute to  the cause


Buy Material

Are you sure you want to buy this material for

25 Karma

Buy Material

BOOM! Enjoy Your Free Notes!

We've added these Notes to your profile, click here to view them now.


You're already Subscribed!

Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'

Why people love StudySoup

Steve Martinelli UC Los Angeles

"There's no way I would have passed my Organic Chemistry class this semester without the notes and study guides I got from StudySoup."

Anthony Lee UC Santa Barbara

"I bought an awesome study guide, which helped me get an A in my Math 34B class this quarter!"

Steve Martinelli UC Los Angeles

"There's no way I would have passed my Organic Chemistry class this semester without the notes and study guides I got from StudySoup."


"Their 'Elite Notetakers' are making over $1,200/month in sales by creating high quality content that helps their classmates in a time of need."

Become an Elite Notetaker and start selling your notes online!

Refund Policy


All subscriptions to StudySoup are paid in full at the time of subscribing. To change your credit card information or to cancel your subscription, go to "Edit Settings". All credit card information will be available there. If you should decide to cancel your subscription, it will continue to be valid until the next payment period, as all payments for the current period were made in advance. For special circumstances, please email


StudySoup has more than 1 million course-specific study resources to help students study smarter. If you’re having trouble finding what you’re looking for, our customer support team can help you find what you need! Feel free to contact them here:

Recurring Subscriptions: If you have canceled your recurring subscription on the day of renewal and have not downloaded any documents, you may request a refund by submitting an email to

Satisfaction Guarantee: If you’re not satisfied with your subscription, you can contact us for further help. Contact must be made within 3 business days of your subscription purchase and your refund request will be subject for review.

Please Note: Refunds can never be provided more than 30 days after the initial purchase date regardless of your activity on the site.