The power of
marketing
What do you want your target
audience to think, feel, know and do
Where did the concept of
marketing come from?
•
•
•
•
Industrial revolution sparked production
Production sparked competition
Competition sparked need to sell
Need to sell sparked
marketing
Is marketing sales?
• No…and yes
• Marketing is selling and so much more
• Marketing is what affects customer
perceptions
• Marketing is what affects customer
behaviors
• Marketing is what is done before the sale to
make it easier to do
Areas of marketing
Sales
Advertising
Public
Relations
Marketing
Customer
Satisfaction
So…What is marketing
again?
• The process by which companies
create value for customers and
build strong customer
relationships in order to capture
value from customers in return
What is an exchange?
An exchange is the
act of obtaining a
desired object from
someone by offering
something in return.
What is exchanged?
•
•
•
•
•
Needs
Services
Wants
Money
Goods
What are some examples of each?
Examples of exchanges
• Ordering the PuPu platter at the local
Polynesian hot spot and paying with
your American Express debit card
• Being the last on your block to download
“Gridblock” and paying $.99 in iTunes
to do it
• The can of Coke that you drank last
night has a BOGO coupon on it for
Six Flags and you drive to San An the
following weekend to take advantage
Is this an exchange?
• Activity: Your buddy buys you this t-shirt
off of eBay
• Action: You vote for Obama
Is this an exchange?
• Activity: Someone sticks a coupon for $2 off
a Chick-fil-A sandwich underneath your
windshield wipers
• Action: You buy a sandwich (plus an
awesome diet lemonade)
Is this an exchange?
• Activity: Your school holds a blood drive
• Action: You donate blood
Assignment: Exchanges
• Complete the “exchanges” student handout
• Assignment is due tonight at midnight
Public relations
Sales
Advertising
Public
Relations
Marketing
Customer
Satisfaction
What is public relations?
• PR is the purposeful communication
between an organization and its publics
– The goal is to generate goodwill
• “Publics” are the “stakeholders” who have
relationships (or previous “exchanges”) with
the organization
Examples of publics
Competitors
Media
Employees
Potential
Customers
Government
Customers
PR
Vendors
Why use pr?
• It’s a low-invasive way to influence the
public
– Nicki Minaj last night on The Tonight Show
– Burger King product placement in Iron Man
• Earns third-party credibility by getting other
people to write about you
• Cost-effective
– Less expensive than advertising
Public Relations
Types of public relations
• Reactive interviews
– If Channel 2 is doing a story on HS girls soccer, they
might call Coach Torres for an interview
• Proactive pitching
– Coach Torres might proactively call Channel 2 or send a
press release and talk them into doing a story on the
team
• Speeches and presentations
– Coach Torres might present a speech on the best way to
strength and condition in the offseason at the annual
Texas High School Soccer Coaches’ Convention
– She might prepare the presentation herself or have
someone else – like a PR company – do it for her
Types of public relations
• Newsletters
– Printed or online
– RPHS e-Prowler
• Special Events
– Olympic torch relay
– Macy’s Thanksgiving Day Parade
– Check out this list of more stunts
Some PR Stunts
• Hands Across America
– May 1986
– 6.5 million people held hands
– Participants donated $10 each
– Fought hunger and homelessness
– See the video here
Some PR Stunts
• Boston Tea Party
– December 1773, Boston
– American patriots dressed as Indians threw 342
chests of tea into Boston Harbor
– Protested repressive taxation
– Samuel Adams planned
stunt
Assignment: a pr stunt
• In groups of two, select something you want to
promote
• Create a plan for a PR stunt to promote your cause
• In a Word document titled [last names] PR stunt,
include the following:
–
–
–
–
–
Goal of your stunt
People or groups involved in your stunt
Money involved in your stunt
The timeline of your stunt
How you will determine if your stunt is successful
• Final plan is due at end of class Friday, January 15,
2016 to Mrs. J via Google Drive
Sponsorships
• Sponsorships
– Need to match marketing
goals
– Tostitos Fiesta Bowl
– Pepsi Center
• Community Relations
– Supporting cultural activities, youth
– Make-A-Wish Foundation
What is an editorial?
• An article that states the writer’s
stance on a particular issue
• A persuasive essay that offers a
solution to a problem
• The ONLY type of writing in
Mrs. J’s class where your
opinion is OK
TAKE A STAND
Reason #1 for position
Reason #2 for position
Intro:
Present
Reason #3thefor
problem
Present a
logical
solution
position
Recap the
staff stance
Evidence for all three
Opposing viewpoints are
rebutted
Intro:
Present
the
problem
Let’s do
one
Our situation
Leaguetown High School, located in West Texas, has 700 students enrolled
in grades 9-12. Every year in May, the school hosts an awards ceremony
during the day to honor particular students. Usually about 200 to 250
students earn honors every year. The ceremony takes about an hour and a
half and the entire school attends.
Last year, several students had to be escorted out of the gym for disruptive
behavior. This year, Principal Flor Jimenez proposed moving the awards
ceremony to the evening so more parents and community members can
attend. Only a handful of parents attended the assembly last year.
Several teachers complained that moving the ceremony to the evening is
not fair to them because they do not receive extra pay for working extra
hours. The Parent-Teacher Association president Linda Fowler said she
supports the move because it will allow parents to see their children receive
their awards.
Principal Jimenez said she will speak with parents, teachers and students
before making her final decision. You are writing for the next issue of the
Press which will be distributed Tuesday, March 9.
The head
How are you going to kick it off?
• As a result of last year’s disruptive behavior
and at the request of several parents,
Principal Flor Jimenez proposed moving the
end of the year awards ceremony to the
evening.
Intro:
Present the
problem
Take a stand!
What is your opinion?
• i.e.: The evening is the perfect time for the
awards ceremony.
TAKE A STAND
Your reasons why
Give three reasons why you
are taking your stand
Reason #1 for position
• No loss of class time for an
awards ceremony
Reason #2 for position
• Only interested students would
Reason #3 for position
attend. The disruptive ones
would stay home
• More parents and community members could
attend an evening ceremony
Supporting your reasons
– Only a small portion of the student
body win awards, but all students
attend the ceremony. If the ceremony
was in the evening, no students
would lose valuable class time to sit
and watch others receive recognition.
That time could be used for preparing
students for semester exams and end
of course exams.
Evidence for all three
• Support your arguments with
evidence and examples.
Your English teachers call
this elaboration
Opposing viewpoints are rebutted. You
shut down the opposition.
• Opponents of the move say the
audience would be too small, but a
small audience is easier to control and
more intimate for the students. A
smaller audience also means the
ceremony could be held in the
acoustic-friendly auditorium instead of
the gym.
Opposing viewpoints are rebutted
the other side
The conclusion
If you are going to complain about something,
you must have a better way of doing it.
• This proposal is a good one. Principal
Jimenez is looking for feedback. Students
and faculty should tell
her they support this
change to make this
Present Recap
year’s ceremony
a
logical
the
staff
better than ever.
solution stance
What could have
gone wrong?
• You didn’t take a stand
– There are both positives and negatives to this new proposal
• The argument was trite and generalized. Be specific to the
situation
– Award ceremonies are outdated and should be abolished
• You asked too many rhetorical questions without stating an
opinion
– Why would anyone want to change this? Why can’t students
behave? Why should students attend?
• You used quotes. One (maybe) quote is enough for an editorial.
You don’t need any
What could have
gone wrong?
• The wording was pompous or pretentious. There are both positives and
negatives to this new proposal
– Scholarly learners are worthy of acknowledgement for toiling on their diurnal
coursework
•
You turned into a preacher
– Disruptive students must attend awards ceremonies to learn how to become better
people
• You got off topic
– Receiving an award can change a student’s life. It changed mine
• Your argument lacked credibility
– The awards ceremony should be held in the morning because disruptive students
don’t come to school early
• You used stereotypes or made personal attacks
– Principal Jimenez is stupid for suggesting this change
tips
• Choose a topic you genuinely care about
– Essays that read like they were assigned generally did
less well than those that clearly grew out of a writer’s
own imagination.
• Double check spelling and grammar
– A few mistakes in the first paragraph can lose your
readers before they even get to consider your arguments.
(Writing “band” when you mean “banned,” for example,
can make your serious essay unintentionally funny.)
• Use active voice
• Be mature, fair and reasonable
• Offer a solution
Assignment:
analyze existing editorials
• Partner in groups of 2
• Select one of the editorials from the following slide
• Paste the editorial into a Word document, and using red
capital letters, identify the following areas:
– Intro, stance, reason and evidence #1, #2 and #3, opposing
viewpoint and conclusion
– Write a paragraph critiquing the editorial using the ideas
from the “what could have gone wrong” slides
• Title it “[your last names] editorial analysis” and submit to
Mrs. J by end of class on Wednesday, January 27, 2016
Select one of the
following
• “Substitute Teachers – From
a Student’s Perspective”
• “If we don’t talk to teenagers
about sex, teenagers won’t
have sex. Right?”
Assignment:
write an editorial
• Select one of the following topics:
– Should the district change its dress code policy?
– Should Ridge Point require IDs to be worn at all times?
– Is the BYOD policy a good one?
• Write an editorial on your topic, ensuring that you include
the intro, stance, reason and evidence #1, #2 and #3,
opposing viewpoint and conclusion
• The editorial should be titled “[last name] editorial I” and
submit to Mrs. J by end of class on Monday, February 1, 2016
Assignment:
write an editorial
• You will write an editorial on the following topic:
– “Has technology changed how people interact in groups?”
• You will ensure that you include the intro, stance,
reason and evidence #1, #2 and #3, opposing
viewpoint and conclusion
• The editorial should be titled “[last name] editorial
tech” and submit to Mrs. J by end of class on
Thursday, February 4, 2016
Assignment:
write an editorial
• You will write an editorial on any topic you choose
• You will ensure that you include the intro, stance,
reason and evidence #1, #2 and #3, opposing
viewpoint and conclusion
• The editorial should be titled “[last name] editorial
choice” and submit to Mrs. J by end of class on
Friday, February 5, 2016
Areas of marketing
Sales
Advertising
Public
Relations
Marketing
Customer
Satisfaction
What is advertising?
• Advertising is an important element of the
marketing mix
• It directs a message at large numbers of
people with a single communication
• It is a mass medium
Why advertise?
• The advertiser has control over the message
– They can decide what they want to say and
where they want to say it
• Advertising is quick
– You can communicate to a lot of people at the
same time
Super bowl ads
• $5 million for :30 spot
• Trends include financial and auto companies,
PersilProClean, using social media to make
communication last
• Did the marketing departments reach their
targets?
• Data from last four Super Bowls indicates only
one in five commercials produced any
meaningful movement for the brand
• Is it worth it?
Super bowl ad trends
•Live streaming
•No set deadline or length like YouTube
–Facebook Live
–Meerkat
–Periscope
•Immersive Advertising
–Virtual Reality
–360 degree video
•Multichannel Engagement
•Two-part serial ads
Assignment i:
super bowl ad analysis
• Objective: When you finish this activity, you will be able
to:
– Explore and analyze a series of advertisements
– Identify issues and concerns
• Review ten of the Super Bowl commercials that we went
through in class on this page (headphones, please!)
•Using this grid, list the commercial name, target audience,
key message and your opinion on if it was a successful ad
•Title the document [your last name] Super Bowl and save it
inside your “journalism I” folder on your H drive
•Assignment is due at midnight on Wednesday, February 10 to
Mrs. J via Google Drive
Assignment II:
super bowl ad analysis
•Think of the ten Super Bowl commercials you analyzed in the
last few days
•Write a two-paragraph essay on which one was the best
commercial and the worst and why. Remember to include
things like target audience and key message
•Title the document [your last name] Super Bowl best and save it
inside your journalism folder on your H drive
•Assignment is due at midnight on Thursday, February 5 to
Mrs. J via Google Drive
Types of advertising media
• Websites
– Instagram, CNN, Snapchat
• Television
– Network, cable, local
• Cinema
– Pre-feature
Types of advertising media
• Outdoor
– Billboards
• Newspaper
– Local or national
• Radio
– Local or satellite
Types of advertising media
• Search engines
• Magazines
• Other
– Rest rooms, transportation
History
Assignment Ii: advertising
media
• Complete the “advertising media” student
handout
• Title it [last name] advertising media and save
it on your H drive
• Assignment is due at midnight on
Wednesday, February 24, 2016
Advertising campaigns
• Series of advertising messages that share a
single idea and theme
• Uses a combination of different mediums,
such as:
– Outdoor + Twitter + Radio
– Newspaper + TV + SEO
Old spice:
“the man your man could
smell like”
• Old Spice brand introduced in 1937
• Renewed American interest in male
grooming
• Old Spice now the leading male body wash
and deodorant brand in the United States
• Who is the target? Males or females?
• Used combination of TV, print, outdoor and
social media
Case study: Old spice
“believe in yoursmelf”
•
•
•
•
•
Television commercial 1 (Jennings and wife)
Television commercial 2 (Jennings and dog)
Television commercial 3 (horse)
Print ad (horse)
Old Spice Whistle ringtone
Case study: Chick-fil-a
“eat mor chik’n”
• Television commercial (field)
Case study: Chick-fil-a
“eat mor chik’n”
• No-shave November
Case study: Chick-fil-a
“eat mor chik’n”
• Halloween
Case study: Chick-fil-a
“eat mor chik’n”
• Fort Worth
Stockyards
Case study: Chick-fil-a
“eat mor chik’n”
• Grumpy Cow
Case study: Chick-fil-a
“eat mor chik’n”
• Outdoor
Case study: Chick-fil-a
“eat mor chik’n”
• Social Media: Facebook
– Different photo each day on Facebook
Assignment Iii:
advertising campaign
• Partner in groups of 1, 2 or 3
• Select a product (or make up your own!) that you
will create an advertising campaign for
• Complete the customer message Q&A and submit
to Mrs. J by midnight on Wednesday, February 24,
2016
• For this product that you submitted in the customer
message Q&A, your team will create a billboard, a
print ad and a :30 TV spot
Assignment Iii:
advertising campaign
•
•
•
•
Billboard
– Final billboard will be a JPG, 6”x12”
– Keep the language simple (remember that drivers will only have about 2 seconds to view your
message)
– Title yours “[last names] billboard” and make sure it is in JPG format
– Billboard is due at midnight on Friday, February 26, 2016
Print ad
• Design it in Word, PhotoShop or PowerPoint
• Final print ad will be a JPG, 5” wide by 7” tall
• Title it “[last names] print ad”
• Print ad is due at midnight on Wednesday, March 2, 2016
TV spot
– TV spot will be :30
– :30 TV spot will be scripted using this template
– Shoot it with your phones
– You can use any editing software you choose
– TV spot is due at midnight on Monday, March 7, 2016
Your team will present your campaign the rest of the week
let’s move on to customer
satisfaction
Sales
Advertising
Public
Relations
Marketing
Customer
Satisfaction
What is Customer
satisfaction?
• It is a measure of how products and services
supplied by a company meet or surpass
customer expectations
• How satisfied the customer is in the mind of
the customer
– It’s all about perception, not necessarily reality
• Customer satisfaction depends on how the
consumer perceives their experience
– This is a main job of marketing!
How do you measure
customer satisfaction?
• Individual level
– Did your dad love his Lincoln Navigator so
much he bought your mom one?
• Holistic level
– Did more than 50% of the customers who filled
out the survey at Chili’s say they had a good
experience?
How does ford measure
customer satisfaction?
Most expensive cars (higher profit
margin, want to make them happier)
Low-cost economical vehicle (lower
profit margin, want to make them happy
too but less concerned)
How do you improve
customer satisfaction?
• Know the careabouts of your target customer
• Know what they expect
• Underpromise and overdeliver
– “Delight” them
• Don’t cut your own throat to increase
customer sat
– Dropping the price or promising too much can
cut into your profit
Assignment Iii: customer
satisfaction
• Complete the “customer satisfaction”
student handout
• Assignment is due at midnight on
Wednesday, March 18, 2015
sales
Sales
Advertising
Public
Relations
Marketing
Customer
Satisfaction
What is sales?
• The act of exchanging a good
or service for money
–Seller agrees upon a price
–Ownership passes from the
seller to the buyer
Types of sales
• Direct sales
– Between a seller and a buyer
• Agency sales
– Through a middleman
• Door-to-door
– Encyclopedias
• Many more
Assignment: sales
• You are a salesman for a product of your choice.
You need to convince potential customers in 45
seconds or less that your product is worth
hearing more about
• Create a :45 “elevator speech” about a product of
choice
– “Elevator speech” is what you would use if you were
on an elevator with someone and you had just the
ride up to convince them of something
• Speeches will be presented in class on
Wednesday, April 8, 2015
Marketing test
• You will be tested over the entire marketing
unit on Friday, April 10, 2015
• I will distribute a review by Wednesday,
April 8, 2015
• Review is due by 7 a.m. on Friday, April 10
– If you turn it in on time you may use it on the
test!