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CCT356: Online Advertising and Marketing

CCT356: Online Advertising and Marketing. Class 1: Introduction. Welcome!. History of course Structure of course A bit about myself, Pam, Mehria. Importance of Course. Traditional media decline = divergence of resources Online ads now exceed print worldwide

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CCT356: Online Advertising and Marketing

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  1. CCT356: Online Advertising and Marketing Class 1: Introduction

  2. Welcome! • History of course • Structure of course • A bit about myself, Pam, Mehria

  3. Importance of Course • Traditional media decline = divergence of resources • Online ads now exceed print worldwide • Shifting audience – and implications for media players • Example: 2012 Iowa caucuses – TV ad spending down, online advocacy for candidates up (including many earned media examples) • Increasing market needs – a good time to learn this!

  4. Online ad examples? • What is effective from your experience? • What isn’t?

  5. Basic Course Information • Lectures • Text • Readings (can be added based on guest spots) • Google tie-in • Plagiarism Notes

  6. Text • http://www.quirk.biz/emarketingtextbook/download • Free text from Quirk, a S.A. marketing company – robust but some examples will be culturally specific

  7. Guests • Pam on marketing strategy – good for final paper • Hope to get: • Julie Tyios or Michael Cayley for social media marketing • Keith MacDonald for Web analytics • Perhaps a bit on online political campaigning from experiences in the last provincial election • All guests bring in their perspectives and may assign their own readings for reflection

  8. Wiki • http://cct356-w12.wikispaces.com • A brief tour of features • Notes on public forum and etiquette

  9. Google Online Marketing Challenge • http://www.google.com/onlinechallenge/ • $250 budget for Adwords campaign – to be integrated into final project

  10. Assignments • Annotated Bibliography • Online Advertising Critique • Online Ad Design • Final Project • Final Exam

  11. Annotated Bibliography (10%) • Manysources of information emerging in area and not (yet) peer-reviewed/academic – too emergent for that to be the case of yet • Scan the field – pick two articles, summarize, post on class wiki, add tags (folksonomy) • Sources? • Must have clear link to course topics • Due by March 20 – but easy and advisable to do early • No repeats

  12. Online Advertising Critique (15%) • Pick two instances of an online advertisement effort • *Must* be targeted to online audience/environment– e.g., a 30-second Superbowl ad posted on YouTube isn’t an online advertisement – know the history of your ad • About 400-500 words each, posted on personal wiki • Integrated visuals/media work well as can background history/sources – even interviews (good way to get foot in door!) – not just personal opinion, but some background/research/analysis on campaign • Due Feb. 7 on personal wiki

  13. Online Ad Design (15%) • Build a campaign for client (e.g. invent logos/name/color schemes, etc.) • Can be a fake client – must at least not violate existing look/feel/logo/tagline/slogans. • Develop three modes of advertising (e.g., banner ads, FB ads, email marketing, etc.) – not just awareness/engagement (e.g., FB pages, Twitter handles, etc.) • Brief (300-500 word) description on process, ideation, concept, execution • NOT a full marketing strategy – that’s the next assignment • Due Feb. 28 on personal wiki

  14. Final Project (30%) • In groups of 4, do a full campaign for online/social media interaction • Must be a real client with real people/concerns involved – also provide contact info for client to verify • Must conform to organization’s limits (e.g., if they can’t possibly afford or support your solution, it’s not a good choice.) • Not necessarily just a laundry list of technologies – if they have no strategic use for a tech, why include it? Be strategic given their abilities, budget, etc. • Assuming Google Marketing Challenge works out – Google AdWords as a component with the $250 credit

  15. Final Exam (30%) • At UTM during exam period (time/date TBA) • Mostly application of concepts, some MC based on core concepts from text • More to follow as date arrives

  16. Next Week • Download and read Chs. 8/12 – foundational stuff but still very useful • Hopefully the first confirmed guest spots will be finalized by then

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