St. John Fisher College
Bittner School of Business
MGMT 325-01 – Promotion Management
Instructor: Seungwon Jeon
Class Days/Dates: MWF
Classroom: Kearney 310
Class Time: 1:25 – 2:20 PM
Office: K300E
Phone: 899-3862
Office Hours: MW 2:30 – 3:30 PM
or by appointment
Email: sjeon@sjfc.edu
Course Description:
This course provides an adequate overview of the field of “Promotional Strategy and
Management” from a managerial standpoint. The fundamental concepts will be systematically
presented in class sessions and related to real-life business situations. Numerous examples will
be used to highlight the most relevant topics and issues.
Throughout the semester, we are going to examine the principles and practice of Advertising,
PR and Promotions. Topics include: the role of the ad agency; the advertising plan based on
marketing, research, and consumer behavior; Integrated Marketing Communications;
communication goals and measurement, advertising, budgeting, advertising buying, media
planning, media scheduling, and art, copy, creativity and production of ads in different media.
We also discuss social, ethical and legal issues in advertising.
Definition of Service Learning by Service-Learning Advisory Board (SLAB):
Service-Learning combines service objectives with learning objectives to address real community
needs and enhance the learning experience through experiential learning. Service-Learning
includes the following criteria:




Meaningful Service : Service meets real community needs and is sustainable (long-term).
Acknowledges wisdom and skills of community partners.
Student Learning: Service work meets course goals. Increases meaningfulness of course
material and enhances students’ learning.
Reflection: Assignments link course content with service. Reflection results in learning
from service.
Demonstration/Celebration: Students share results of work to partners and peers and
celebrate their successes!
Course Prerequisite: MGMT 221 Introduction to Marketing (or equivalent)
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Bittner School of Business Undergraduate Learning Goals
Upon completion of the undergraduate degree, students will:
GOAL #1 - Core Business Knowledge – Students will be knowledgeable in the functional and related
areas of business.
 Outcome 1.7 – Understand and apply basic concepts in marketing.
GOAL #2 – Effective Communication – Students will develop effective written and oral presentation
skills.
 Outcome 2.1 – Create well researched and well organized written materials such as case
studies, papers and reports.
GOAL #3 – Collaboration – Students will learn to work effectively in teams in order to accomplish team
objectives.
 Outcome 3.1 – Demonstrate competence to produce effective team projects.
 Outcome 3.2 – Demonstrate the coordination and organization of group tasks necessary for
collective team projects.
GOAL #4 – Social Responsibility – Students will be aware of legal and ethical issues in the business
environment.
 Outcome 4.1 – Understand legal principles in conducting business transactions.
 Outcome 4.2 – Understand the role of ethical values and practices in organizations.
GOAL #5 – Critical Thinking – Students will use critical-thinking skills to become more effective
problem solvers and strategic thinkers.
 Outcome 5.1 – Demonstrate multi-disciplinary and strategic thinking in solving complex
business issues.
Text(s):
The required textbook for the course is “Advertising and Integrated Brand Promotion,” by
O’Guinn, Allen, and Semenik, 5th edition, South-Western/Cengage Learning.
Textbook homepage: http://academic.cengage.com/marketing/o'guinn.
Grading:
Course grades will be determined by your performance on the following. The weight for each of
the criteria is given below.
Class participation & attendance/
5%
Homework or Team challenge (if any)
Case/Chapter Presentation
10 %
Project Progress report based on Client’s feedback
10 %
Project presentation
15 %
Project report
10 %
Quiz * 2
10+10 %
Midterm
15 %
Final Exam
15 %
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A traditional grading structure will be used.
93 points = A
90 points = A87 points = B+
83 points = B
80 points = B77 points = C+
73 points = C
70 points = C67 points = D+
63 points = D
60 points = DBelow 60 points = F
Course Requirements:
Tests
The test will have a combination of multiple choice questions and short answer essay questions.
Test questions will be drawn from the required readings and the lecture material. Before each
exam, short review will be provided to explain the format and the coverage of the test.
Case/Chapter Presentation
Presentation time will be 30 to 45 minutes including Q&A. Details will be explained later.
Presenters are recommended to meet with the instructor before the presentation.
Final Project (this is an outline. Detailed format document will be given below)
Develop an advertising plan by brainstorming in your group. Screen the ideas to come up with
one idea that has the best chance of being marketed. The group will present this idea to the class
at the end of the semester and the class will evaluate both the presentation and the merit of the
idea.
What the report should ideally have:
1. Executive summary.
2. Situation Analysis: Company (SWOT), Competition, Consumer
 What is the company’s current marketing situation?
 What is your target market?
 What are the marketing objectives and current marketing plan?
3. Communications Objectives.
 campaign Theme/Slogan.
4. Creative Recommendations
 Advertising Objectives
1. Message Strategy
2. Media Recommendations
 Sales Promotion/ Direct marketing/ Internet marketing/ PR/ Personal selling
Recommendations
 Budget Breakdown
 Campaign Flowchart: summary diagram of the campaign.
5. Budget Summary: the cost of the campaign
6. Conclusion
 How would you meet the needs of clients?
7. Appendices and References (if needed)
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Points will be awarded for presentation of information and the flow of arguments.
Project report must be submitted by April 20, 2011 (both the hard copy and e-copy). Project
presentation file must be submitted at least a day before the actual in-class group presentation.
The length of the report is normally around 25 double-spaced pages, excluding reference, tables
and figures. Time allocated to presentation is approximately 20 minutes including Q&A.
Progress Report
Progress report should include the initial situation analysis, confirmed objectives, creative brief,
recommendation summary, and the meeting minutes. You need to meet the client and the
feedback should be included in the minutes.
Peer Evaluation
Your individual grade will be based on the quality of your team’s work as well as the peer
evaluations of your individual performance on the project (i.e. grades assigned to you by your
fellow team members). If the peer ratings assigned to you by your team members are lower than
the peer ratings assigned to other team members in your group, than your individual project
grade may be lower relatively to the grade on your group’s paper. In peer evaluation form, you
evaluate your group members including yourself on their contribution to the group’s success. The
evaluations will be held strictly confidential.
Course Schedule & Assignments:
The following will give you a general idea of the topics covered. The time required to master these concepts will
vary, depending upon individual learning styles and class dynamics. Therefore, the schedule may change.
Week
Date
Topics
Chapter
1
Jan 12, 14
Introduction
Ch 1
2
Jan 19, 21
Ad Industry, Group Meetings, Evolution
Ch 2, Ch 3
3
Jan 24, 26, 28
Social, Ethical, and regulatory aspects,
Project assignment
Ch 4
4
Jan 31, Feb 2, 4
Quiz 1, IBP and Consumer behavior,
Case: Chicken of the Sea (2), IBM (4),
Ch 5
5
Feb 7, 9, 11
Market and Value proposition, Creativity 1 (9)
Situation Analysis due (11)
Ch 6, Ch 11
6
Feb 14, 16, 18
Planning, Creativity 2 (16), Creativity 3 (18)
Ch 8, Ch 12, Ch 13
7
Feb 21, 23, 25
Case: Benetton (23), Quiz 2,
Ad and promotion Research,
Objective Statement + Progress report (25)
Ch 7
8
Feb 28, Mar 2, 4
Spring Break
9
Mar 7, 9, 11
Case: California Milk Advisory Board (9)
Midterm review, Midterm Exam (11)
4
10
Mar 14, 16, 18
Media Strategy and Planning, Case: War on
Drugs (18), Discussion of Group Projects
Ch 14
11
Mar 21, 23, 25
Media Planning (23, 25), Discussion
Ch 15, Ch 16
12
Mar 28, 30, Apr
1
Sales Promotion, Discussion
Ch 17
13
Apr 4, 6, 8
Nontraditional Promotion
Ch 18
14
Apr 11, 13, 15
Project Presentations
15
Apr 18, 20
Project Presentations, Paper Due (10)
Final Exam Review
16
Final Exam
Week
Final Exam
Course & Instructor Policies
 Your attendance in class is extremely important and will be monitored by the professor.
 You are expected to participate in class discussions, contribute your viewpoint to the
growing body of knowledge, and ask questions and seek help when appropriate.
 There are no make-up exams unless there is a legitimate reason (e.g. hospitalization).
 Late submissions will automatically lower your grade by one letter grade (or by 10%).
*Academic Honesty:
St. John Fisher College has a firm policy concerning academic dishonesty that includes,
but is not limited to, cheating, plagiarism, or any other action that misrepresents
academic work as being one’s own. Students are expected to demonstrate academic
honesty in all coursework, whether completed in-class or not, individually, or as part of
a group project. Violations of academic honesty include, but are not limited to, cheating
and plagiarism (see “Academic Honesty Policy” as outlined in the Student Handbook. It
is also available on the web:
http://home.sjfc.edu/AcademicAffairs/AdvisingHandbook/AcademicHonesty.asp ).
*Documented Disabilities:
In compliance with St. John Fisher College policy and applicable laws, appropriate
academic accommodations are available to you if you are a student with a disability. All
requests for accommodations must be supported by appropriate
documentation/diagnosis and determined reasonable by St. John Fisher College.
Students with documented disabilities (physical, learning, psychological) who may need
academic accommodations are advised to refer to the Disability Services website
http://home.sjfc.edu/AcademicAffairs/Disabilities/DisabilityOverview.asp
Questions should be directed to the Coordinator of Disability Services in the Office of Academic
Affairs, Kearney 202. Late notification will delay requested accommodations.
These descriptions and timelines are subject to change at the discretion of the Professor.
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REPORT FORMAT AND OUTLINE
Title Page:
The following information should be included:
Name of client (or your company if you are in-house agency) and product
Course Number and Title
Name of your agency team
Names of agency team members
Date
Professor' Name
Table of Contents
List all major headings in your plan, with page numbers.
Executive Summary
A cogent summary (maximum: two pages) of exactly what your IBP plan involves. Among
the items to include are:

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
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

Major target audiences
Campaign objectives
Campaign theme/slogan
Overall budget total
Budget breakdown (dollars and percentages) by each major IMC element and each
medium
Summary of media used (Media flowchart)
Evaluation program
The Executive Summary may be arranged in any fashion, but it has to pack a wallop.
Remember, the basic purpose of the Executive Summary is to inform top officials at the client
organization exactly what you are proposing -- in one or two pages. Be precise. Be complete.
Organizing the Executive Summary (as well as other sections of the promotion campaign
plan) in a bullet-type format is one effective way to present your material.
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Review of Marketing Plan / Situational Analysis
Company Snapshot
·
Brief Sketch
·
Place in the Industry (e.g., size, growth, image)
·
Target Markets
·
Positioning
·
Brand Review ( the product/service that constitutes the focus of the campaign )
·
Market Share, Sales, Growth
SWOT Analysis:
(e.g., Crackerjack Golf Club Company -- new line of golf clubs)
Strengths
·
Crackerjack is known for innovative products
·
Strong base in professional golf shops
·
Highest consumer satisfaction ratings among major brands
·
Outstanding sales force
Weaknesses
·
Highest prices in the industry
·
Advertising expenditures are less than half those of major competitors
·
Little trade promotion
·
Weak presence in mass-merchandise and discount stores
Opportunities
·
More people of all ages are playing golf
·
A major sporting goods chain indicated it would carry Crackerjack irons, if
Crackerjack would increase its trade allowances and introduce a cooperative
advertising program
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·
Some notable professional golfers have recently switched to Crackerjack irons, with
positive results
Threats
·
Increasing number of golfers are buying equipment in mass-merchandise and discount
stores
·
Crackerjack's most-feared rival, Nifty Golf, recently introduced its entire line into a
major golf discount chain
·
Several major competitors have become more aggressive in trade promotion efforts
Industry Background
·
Size
·
Growth
·
Current Trends/Developments Affecting the Promotion Program
·
Macroenvironment Factors and Issues
(e.g., demographic, economic, technological, political, legal, social, cultural, environmental)
Competitive Review
·
Direct and Indirect Competitors
·
Target Markets/Positioning of Competitors
·
Budgets/sales of Competitors
·
Current Advertising, Sales Promotion, Public Relations, and Direct Marketing
Programs
·
Overall Assessment
Consumer Analysis
·
User Profile (demographic, geographic, psychographic, behavioral factors)
·
Buying Decision Process
·
Decision Criteria
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·
Who Buys the Product (optional)
·
Who Influences the Purchase Decision (optional)
·
Who Makes the Decision (optional)
(Current) Marketing Goals
Marketing goals are what is to be accomplished by the overall marketing program. The
situation analysis is the foundation for the marketing goals. They are defined in terms of one
or some combination of the following:
·
·
·
·
·
Sales Volume
Market Share
Sales Revenue
Profit
Return on Investment
Marketing goals and communications objectives are not the same. Marketing goals establish a
framework for the determination of communications objectives.
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Campaign Objectives and Strategies
A statement of what the marketing communications program will accomplish – the role the
program will play in the marketing effort. IMC objectives involve a desired audience
response, which results from the process of consumer decision making, useful frameworks for
planners are the hierarchy-of-effects models discussed in Chapter 5 of the text.
Communications Objectives:
·
Awareness Objectives : used when most of the target audience is unaware of the
product, service or brand or when awareness levels need to be
increased
·
Knowledge Objectives : used when the target audience has awareness, but knows little
beyond that
·
Liking Objectives : used when the target audience knows the company and its product,
but does not look favorably on it
·
Preference Objectives : used when the target audience is aware of the product, knows
about it, and likes it – but does not prefer it to other brands
·
Conviction Objectives : used when the target audience may prefer the product but is
not convinced that it is the best choice for them
·
Purchase (i.e., Action ) Objectives : used when the target audience has conviction but
still hasn't purchased the product
Campaign Objectives – Example (e.g., Crackerjack Golf)
·
Awareness Objectives : increase awareness among golfers by 10% that Crackerjack
irons have the highest consumer satisfaction ratings of all major brands, in a three-month time
period
·
Knowledge Objectives : create the understanding among 5% of target audience that
Crackerjack's Big Blaster driver allows the golfer to hit the ball farther with greater accuracy
·
Conviction Objectives : increase trial of Crackerjack irons among golfers 35-49 by 3%
in three-month time period
( You may choose different combinations of objectives based on the characteristics of your
product category.)
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Campaign Slogan
Creative Strategy (Copy platform)
·
Message Strategy ( what the IBP campaign is attempting to communicate; i.e., the
benefit, problem solution or other advantage that is the value of the product -physical or psychological )
Example : Use of this product will allow you to recover more quickly after strenuous exercise.
·
Message Appeals ( how the campaign stimulates interest and influences feelings )
Example : emotional, fear, pleasure, comfort, convenience
·
Execution style - Storyboards, Scripts, Mechanicals, etc.
Example : straight sell, slice-of-life, animation, etc.
·
Rationale for Creative Recommendations
Advertising Recommendations
·
Advertising Objectives ( what the advertising is supposed to do )
Example : To support the awareness objective (meaning advertising is directed to increase
awareness) ...
Example : To support the preference objective (to persuade the target audience that ...)
Media Recommendations
·
Strategy
Example : Use magazines primarily targeted toward women 25-49.
Example : Schedule increased media use to coincide with sales promotions.
·
The Media Plan
Media Mix Recommendations and Rationale based on:
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Share-of-Voice (SOV)
Geographic Scope
Brand Development Index (BDI)
Category Development Index (CDI)
Cost-per-Thousand (CPM)
Cost-per-Point (CPP)
·
Scheduling Pattern and Rationale
·
Reach and Frequency with Rationale
Media Budget Breakdown
By Media Class (e.g., print)
By Media Vehicle (e.g., Business Week )
Sales Promotions Recommendations (Consumer/or trade)( If appropriate)
·
Objectives
·
Sales Promotion Plan/Timing
·
Rationale
·
Budget
Direct Marketing Recommendations
·
Objectives
·
Direct Marketing Plan/Timing
·
Rationale
·
Budget
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Internet/Interactive Recommendations
·
Objectives
·
Strategies/executions
·
Rationale
·
Budget
Public Relations Recommendations
·
Objectives
·
Strategy/Execution
·
Scheduling/Plan
·
Rationale
·
Budget
Personal Selling Recommendations
·
Objectives
·
Strategy
·
Rationale
·
Budget
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Campaign Flowchart
A one-page summary diagram showing the timing of the major elements, events, and
activities of the campaign. The campaign flowchart shows at a glance what is to happen when
throughout the entire campaign.
Measurement and Evaluation
Measurement and evaluation activities occur during the course of the campaign, as well as at
the end. This section of the proposal should contain a description of those activities and the
specific methods that will be used to appraise the individual components of the campaign, as
well as for measuring the overall effectiveness of the campaign.
Budget Summary
This section is a summary of all costs of the campaign (e.g., media, production, sales
promotion, direct marketing, public relations, sponsorship, endorsements, measurement and
evaluation expenditures, and more). The budget should show both dollar and percent-of-total
expenditures.
Timetable
Summary of key dates for various activities (e.g., date for client approval of creative strategy,
dates for production materials, dates for tracking studies).
Conclusion
A very brief review of your plan and how well it meets the needs of the client. One page
should be sufficient to summarize the factors that make your plan the one that will best get the
job done for the client. Recommendations for the future.
Appendices
In most cases, this is a very important section of the plan. It will include information and
material which have potential value to your client and which have not been fully presented in
the text of your plan. Examples: industry data, market data, questionnaires, competitors'
advertisements. This section can be a valuable resource for your client.
References
A complete list of secondary sources used for the campaign plan.
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