Advertising and Promotion
Management
MKT 0105-560
Prof. Bóveda-Lambie
MW 10-11:50am
Today
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Introductions
Syllabus
Chapter 1 The Case Method
Chapter 2 How to Develop Effective
Presentations
• Read “Marketing Bootcamp”
About Me
• BS in Marketing, MA in Advertising, Ph.D. in Marketing
• 9 years corporate experience
– Regional Acct. Executive (Y&R Latam, IMS)
– Direct Marketing, CRM & Customer Service Senior
Manager (Americatel)
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Born and raised in PR; bilingual
Football and baseball fan
Research: Co-creation, Social Media, Social Branding
Classes: Principles of Marketing, Advertising and
Promotion Management, Social Branding & Internet
Marketing
About You
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Name
Hometown
Major
Something interesting about you
Coursework
• Five Individual Assignments
– Three Individual Case Briefs
– Personal Branding
– Brand Audit
• Two Team Case Analysis and Presentation
• Article Summary
• Group Project – IMC Plan
Policies
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Attendance
No cellphones
No laptops
Email turnaround 24hrs
Email etiquette
No late assignments
No email assignments
All assignments in pdf in dropbox
Class Website
• Classroom.scb.rit.edu/aboveda
– Under Teaching Tab select Advertising and
Promotion Managament
• Syllabus
• Grading Forms
• Class Slides
Objectives
• Learn the case method
• Understand how to approach cases
• Know the requirements for the Case
assignments
The Case Method
• Case
– A written management problem
– No simple solutions
– Provides “hands on” approach
• Purpose
– Develop critical thinking and decision making
– Learn to evaluate evidence, experience and other factors
when arriving at a convincing and supported decision
– Focus on one issue at a time
• Must read EVERY assigned case before class even if not
presenting or turning in
Case Analysis
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Read Case TWICE
Statement of Problem/Opportunity
– Clearly define and state (do not confuse with symptoms)
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Identify Critical Factors
– Critical Factors related to the solution of the problem as opposed to documenting there is a
problem.
– Number and list them in order of importance
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Define Alternatives
– State several courses of actions that are clearly stated – rule of thumb 3
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Evaluate Alternatives – heart of the analysis
– Pros and Cons analysis of above stated alternatives should follow each
– Label Pros and Cons
– Add relationship to critical factors here
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Recommendation
– Decide which alternative is most appropriate and briefly justify it
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Additional Comments
– Future problems, future research, suggested improvements
Objectives
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Practice case discussion
Know basic presentation skills
Learn effective presentation styles
Marketing Bootcamp
Groups
Failures to avoid
• Precisely state problem and factors
• Stay within allotted time
• Properly use props
• Put oneself in audience’s shoes
• Inspire confidence
• Have a sense of theater – be boring
Three cardinal sins  imprecise, unorganized, dull
Classic Presentation Structure
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Introduction
Background/situation analysis
Problems and Opportunities
Recommendations
Summary
Presentation Bootcamp:
Develop and Deliver Effective Presentations
• Things to consider
– Common problems
– Strategy and structure
– Audience
• Opening and Closing
– Be memorable
– Overview
– Repetition
• Stage Management – “People hear what they see”
• Advance Preparation – Practice, Practice, Practice!
Delivery
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Energetic
Confident/Make eye contact
Know your opening cold
Avoid word and physical crutches
– Leaning on podium, rattling stuff in your pocked,
putting hands in pockets, reading slides
– “uhm”, “you know”, “uh”, “like”
• Do not show your nervousness - PREPARE
Marketing Bootcamp
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SWOT analysis
Segmentation, Targeting, Positioning
4Ps
Promotional Mix