ELC 310 Day 21

Agenda Questions? Two major assignments Left –C–Case study analysis of an existing case Week after break 10% –C–Creation of a case study Last week of the semester 16% Case Study Proposals Due Nov 29 –L–Less than one page on the company you will be writing a case study on and where you will be getting the research. –B–Brick and mortar company that used a eMarketing strategy Starting today we will be in the text ebusiness.marketing –T–Tuesday, Nov 22 Chap 4

Schedule for last days of class November 22 – Albert chap 4 November 29 – Instructor presentation of case study analysis December 2 – Student Case study analysis presentations December 6 – Student Case study analysis presentations December 9 – Student Case study analysis presentations December 13 – Albert Chap 13 & 14 December 16 – Written Case Studies Due – Quiz 4 December 22 in Finals week at 3PM – Case study presentations

Case studies (must pick one by next Tuesday) Chap 5 – Specialty manufacturer – CRM – Tony Chap 6 – Steel Industry – ERP – Randy & Keith Chap 7 – Hardware distributor – SCM – Cristina Chap 8 – Utilities – BI – David Chap 9 – Not-for-Profit – CRM – Dana & Taki Chap 10 – Consumer Packed Goods – CRM – Steve Chap 11 – Insurance – SCM – Beth Chap 12 – Financial Services – E-commerce and BI – Justin & Nicole

Chapter Four Communication Research & Web Site Storyboarding

Objectives The Communication Process Model The Adapted Communication Model for E-Business Marketing Message Research Model – PACT Principle 1 – PACT Principle 2 – PACT Principle 3 – PACT Principle 4 – PACT Principle 5 – PACT Principle 6 – PACT Principle 7 – PACT Principle 8

Understanding the communication process Sender’s Idea Receiver's Idea Communication

Reasons for ineffective communications Noise Sender’s Idea Receiver's Idea Communication

Communication Process (one way or two way) Sender Encoding Message Media Receiver Decoding Response Noise Feedback Comparison between the offline and online process

Types of Communication Personal – Face to face – High interactivity Non-Personal – Broadcast, print – Little to no interactivity Hybrid – Internet – Receiver controls level of interactivity

Involvement Role in the Communication Process High, Low and No involvement – Think feel do – Think do feel – Do think feel Web is Low – Branding (feel) occurs after or during visit

Message Research Communication Process + Involvement Need to measure effectiveness

Prefinished Formats tested Storyboards – drawings Animatics – Frames or cells Photomatics – photographs Ripamatics – Existing commercials reedited Livematics – Condensed version of the actual commercial

Commercials can be tested in animatic form

Using EyeTracking to test ads

Positioning Advertising Copytesting (PACT) PACT 1: measure communication objectives – Broader in the online environment PACT 2: agreement on the use of research – Similar in online environment (marketing, IT, research, web design) PACT 3: Multiple measurements – similar in online environment. Easier to gather and interpret

PACT 4: Response to hierarchical models – electronic environment is low involvement – understanding the critical factors PACT 5: Number of exposures – investment decision – importance of the attract phase PACT 6: Effective form to test – storyboarding – issues of self-reporting Positioning Advertising Copytesting (PACT)

PACT 7: Use a “true” environment – Nielsen’s useability – provide an exit PACT 8: Test with a target audience – Mountain Sobek or Patagonia versus Amazon Mountain Sobek PatagoniaAmazon – microsegments to nano-segments – cultural preferences/differences PACT 9: Reliable and valid – PACT 6, 7, and 8 effects Positioning Advertising Copytesting (PACT)

Positioning Advertising Copy (PACT) Testing Principles 1. Provide measurements relevant to objectives of advertising 2. Require agreement on how results will be used before each test 3. Provide multiple measures (Single measures aren't adequate) 4. Be based on a model of human response to communications 5. Consider multiple versus single exposure to the stimulus 6. Require alternative executions to have the same degree of finish 7. Provide controls to avoid the biasing effects of exposure context 8. Take into account basic considerations of sample definition 9. Demonstrate reliability and validity

StoryBoarding Online methodology – address all PACT principles Review & discussion of process on page 60

Case Study Analysis Methodology – Critical analysis Individual Case Collective over all cases – Format Format Grading – Student and Instructor – Rubric Rubric Author’s PowerPoints available – Need work