Ohio State University



Welcome to BUSML 7203 – Advertising Strategy and Management. I hope you are all in the right place. My name is Andrew Stein. I’m very excited to be teaching this topic, it is a subject that’s very near and dear to me as a marketer. When you leave the class in 7 short weeks, I sincerely believe that everyone here will be able to write a much better creative brief. I am sure you’ve Googled me, looked me up on Linked In or maybe found my bio somewhere. If you haven’t, here it is. “Andrew was most recently at Big Lots as Senior Vice President, Chief Customer Officer in October 2013. He oversaw all areas of customer engagement and messaging, including marketing, advertising, loyalty, brand development, and merchandise presentation.? He was responsible for Big Lots Omni-Channel efforts and launching? as well as shifting Big Lots from traditional marketing to an emphasis in digital marketing. ??He left Big Lots in 2017.Andrew came to Big Lots from Kmart/Sears Holdings, where he was most recently the Chief Marketing Officer. An innovator in digital marketing, social media, loyalty programs and e-commerce solutions, he helped Kmart build an integrated retail strategy that produced the viral video favorite Ship My Pants. He also made significant contributions to Kmart's multi-cultural marketing initiatives. Prior to Kmart, Andrew held senior positions with IBM Global Business Consulting Services, Montgomery Wards, Foot Locker, Deloitte Consulting, and Razorfish.He earned his MBA in Finance and International Business from the University of Chicago Booth Graduate School of Business and his BBA in Marketing from the University of Wisconsin School of Business.” It’s pretty boilerplate but does give you a flavor for who I am, and why the Fisher School thought of me to teach this class. I once sat in the same seat as you.Hopefully, you have read Jeff Bezos’ letter from this year’s annual report as well as the original 1997 letter. In it he talks about the importance of the 6-page narrative to start a meeting, and not using Powerpoint. I’m starting off our class with something similar. It is very important to understand Amazon whether you want to work for them, are a customer of Amazon (personal or corporate) or you compete against Amazon. Everyone needs to understand Amazon’s motivations, and you should also look at their leadership principles. Here’s a link to the principles: . They are very universal for 2018 and something many old economy companies really need to better understand.His letter talks about high standards and one of the 12 Amazon principles is “Insist on the Highest Standards”. I plan to bring high standards to you and this class. Bezos lists the four elements of high standards as “they are teachable, they are domain specific, you must recognize them, and you must explicitly coach realistic scope.” As this applies to this class; I will teach you to write a good, tight strategic creative brief and then be able to think based on the agreed upon brief to develop insight driven creative and ideas.When you have a good, strategic brief the work for any agency, internal or external or consultancy is made much easier. I’ve been working on a project for a global beer brand and one of the first things the Brand Director said to me was “we do a very poor job of briefing our agencies.” There are many reasons for this. People are busy and don’t take the time to get it right. Bezos mentions that it can easily take a week or more to get the 6-page narrative right. I’ve spent two weeks getting this one right. I’ve spent over a month reimaging this class; doing the syllabus, searching for more current reading materials and case studies, and lining up guests that will truly help you. The company I’m working with does not have just one brief, they haven’t standardized the process. Poor briefs also come from not enough collaboration. You need to get input, review and signoff from cross-functional partners. When you brief, your audience needs to be at full attention, not on their computers or on their phones. Multi-tasking in meetings can be a killer.I expect that when this class is over you will have an ability to write a good brief. You’ll be able to think through all of the elements that are important. You’ll be able to take the brief and start to think about a customer insight that can drive a big idea. This is just the beginning for you. This is only a seven-week class, it typically takes a lot longer than seven weeks to come up with a big idea.My expectations for this class are the following:You will come to class prepared, having done that weeks’ reading and ready to talk during class. I expect this class to have very robust conversation. I realize most of you have a full course-load, so I haven’t picked a lot of reading material for the class.You will respect everyone in the class and their ideas. You won’t talk over them. Think of this like a work environment and treat everyone like you would treat coworkers. This is why I have moved the desks around to more closely resemble a conference room table.If you have any questions during the semester, feel free to email me. My email is stein.474@osu.edu. My phone number is 312-399-8246 and I will do office hours by appointment.As for grades, I worked to keep it simple and focused on what I believe is the most important objectives of this class. There is one paper midway through the class that is 25% of your grade, and your final group presentation that is 50% of your grade. The other 25% will be class participation, this should enable lively and robust discussions. I do need you to choose by the second week your team for the final presentation. Each team should be 3-4 people. Given the number of students in this class, I expect there to be five teams.ASSIGNMENT/CREATIVE BRIEFAssignment NameName the project.What is the Project? What is the Business Situation?Description of the project. What is the project background? Brand Positioning Statement and Customer Value PropositionPositioning Statement = [Target Audience] + [Frame of Reference] + [Brand Point of Difference] + [Reasons to Believe]Customer Value Proposition What is the value of this brand for the customer What is unique or specific capabilities of the brandWhat is the Business Objective? Define 1-3 business objectives, a business objective could be to drive sales this quarter.What is the Marketing Objective? Define 1-3 marketing objectives, a marketing objective could be to drive a specific brand equity metric.Who else is fighting for mindshare? What do we know about them? Define the primary competitors and something about themDefine secondary competitorsWho is the Target Customer? What do we know about them?Define the target customer. Why should the target customer believe this?What are the capabilities of the companyWhat are differentiatorsWhat is the ONE thing we want the target to think as a result of this communication? What is the one thing we want the customer to do?What is the key takeaway you want from your customer. What is the customer action you are driving. What is the desired Tonality for this communication?What is the personality and tone for this communication. Examples are humor or seriousness.MandatoriesWhat are mandatories you need to follow. They can be things like the brand style guide or the company’s logo usage. Is there a spokesperson? ConsiderationsThese are areas that you may want to consider.Loyalty ProgramIs there a loyalty program? What is the loyalty program value prop? Does this work need to support the program?DiversityDo you need to address diversity, and if so how?DeliverablesClearly define all of the deliverables.TimelineDevelop the overall project timeline including meetings and milestones.The class format will be a combination of lectures, case discussions, discussion of assigned articles, guest speakers and discussion of current marketing events. I encourage you to visit business sites and read business newpapers and magazines. and are two I read everyday, and I do believe they are part of the OSU Library so they should be free for you. I also highly recommend that when you are watching TV to pay attention to the ads and really thinking about the brief behind the ad. I do this at home with my family and I drive them nuts.I have thoughtfully chosen all of the reading material and tried to use free articles as much as possible. The required readings are included in a course packet that is available for purchase from Harvard Business Publishing at . Please let me know if you have any issues with this. The Carmen articles are all hyperlinked within the syllabus through the OSU system.Here’s the overall syllabus for the class. It is posted online on Canvas and there are greater details in the modules tab. Please let me know if you have any questions with the syllabus or the reading materials.Week 1 – Wednesday, August 22ndTheme: Introduction and Advertising AnalysisCarmen Articles:Jeff Bezos 2018 Letter to Amazon ShareholdersClass preparation: Bring 2-3 examples of advertising into class and be prepared to discuss.Week 2 – Wednesday, August 29thTheme: Customer Value Proposition and Marketing ResearchGuest Speaker – Chris Rockwell CEO of Lextant: the Human Experience FirmCourse Pack Articles:Saxonville Sausage Company Case Study (HBS)Class preparation: Be prepared to discuss the Case Study.Week 3 – Wednesday, September 5thTheme: The Creative Brief and Client BriefingGuest – Rahul Roy from O’Keefe Reinhard and PaulCourse Pack Articles:Creativity in Advertising: When it Works and When it Doesn’t (HBR)Carmen Articles:In Praise of the Creative Brief (Forbes)How to Inspire People with Your Next Creative Brief (Forbes)Grey Adds a Question to Every Creative Brief (Ad Age)Three Keys to Unlock a Powerful Creative Brief (Ad Age)Class preparation:Understand all of the aspects of the Creative Brief and be prepared to ask questions to complete your brief.Week 4 – Wednesday, September 12thTheme: Communication Processes and Building Value through IMCCourse Pack Articles:Kraft Foods Canada: Targeting Millennials (Ivey)Creative that Cracks the Code (HBR)Kraft Foods Canada Assignment Due by 6 pm on September 12th.Class preparation: Discuss the case study.Please bring in an example of creativity in advertising and be prepared to discuss.Week 5 – Wednesday, September 19th Theme: Working Session and Communications and Channel StrategyCourse Pack Articles:Casper Sleep “Marketing the One Perfect Mattress for Everyone” (HBR)Class preparation:Be prepared for the first half of the class to review your creative brief as a team with me.Discuss the Casper Sleep case study.Week 6 – Wednesday, September 26th Theme: Loyalty Marketing and Marketing Analytics ReviewCourse Pack Articles:American Express Membership Rewards (HBS)Advertising Analytics (HBR)Why Marketing Analytics Hasn't Lived Up to Its Promise (HBR)Carmen Articles:The 7 Biggest Trends Driving Customer Loyalty – Marketing LandWhy Customer Experience is Key for Loyalty Programs – MIT Sloan Management ReviewCultivating Brand Loyalty in Even the Toughest Customers – New York TimesClass preparation:Discuss the AMEX case study.Discuss the Advertising Analytics case study.Week 7 – Wednesday, October 3rd Final Presentations:The final presentation will be 20-25 minutes with 5-10 minutes for questions for a total of 30 minutes.? Be prepared to review your highlights from your creative brief, and then present one customer insight that leads to your big idea.? The presentation will be graded and reviewed on the following elements:The quality of your brief which you will need to hand in.Your insight and idea, how they tie back to your brief and why it works.Overall presentation which you will hand in.Ability to answer questions during the presentation.Please let know if you have any questions. My email address is stein.474@osu.edu. If you need to reach me my cell is 312-399-8246. I’m looking forward to a great class.And the following information is from the Ohio State University. I’m not minimizing it by putting it in a smaller font size but wanted to keep within Amazon’s 6-page limit. I have been told stories of Amazon associates using the entire page to fit their paper including 8-point fonts and ? inch margins all around.The University strives to make all learning experiences as accessible as possible. If you anticipate or experience academic barriers based on your disability (including mental health, chronic or temporary medical conditions), please let me know immediately so that we can privately discuss options. ?To establish reasonable accommodations, I may request that you register with Student Life Disability Services. ?After registration, make arrangements with me as soon as possible to discuss your accommodations so that they may be implemented in a timely fashion.?SLDS contact information:?slds@osu.edu; 614-292-3307;?slds.osu.edu; 098 Baker Hall, 113 W. 12th?Avenue.?Academic integrity is essential to maintaining an environment that fosters excellence in teaching, research, and other educational and scholarly activities. Thus, The Ohio State University and the Committee on Academic Misconduct (COAM) expect that all students have read and understand the University’s Code of Student Conduct, and that all students will complete all academic and scholarly assignments with fairness and honesty. Students must recognize that failure to follow the rules and guidelines established in the University’s Code of Student Conduct and this syllabus may constitute “Academic Misconduct.” The Ohio State University’s Code of Student Conduct (Section 3335–23–04) defines academic misconduct as: “Any activity that tends to compromise the academic integrity of the University or subvert the educational process.” Examples of academic misconduct include (but are not limited to) plagiarism, collusion (unauthorized collaboration), copying the work of another student, and possession of unauthorized materials during an examination. Ignorance of the University’s Code of Student Conduct is never considered an “excuse” for academic misconduct, so I recommend that you review the Code of Student Conduct and, specifically, the sections dealing with academic misconduct. If I suspect that a student has committed academic misconduct in this course, I am obligated by University Rules to report my suspicions to the Committee on Academic Misconduct. If COAM determines that you have violated the University’s Code of Student Conduct (i.e., committed academic misconduct), the sanctions for the misconduct could include a failing grade in this course and suspension or dismissal from the University.If you have any questions about the above policy or what constitutes academic misconduct in this course, please contact me. ................
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