ELC 310 Day 22

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 21 –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

Schedule for last days of class Today – Albert chap 4 November 21 – Instructor presentation of case study analysis (2) November 28 – Student Case study analysis presentations (3) December 1 – Student Case study analysis presentations (3) December 5 – Albert Chap 13 & 14 December 8 – Quiz 4 December 14, 1 – 3 PM – Written Case study & presentations Due

Case studies (must pick one by next Tuesday) Chap 5 – Specialty manufacturer – CRM – Louise Chap 6 – Steel Industry – ERP – Tapiwanashe Chap 7 – Hardware distributor – SCM – Rob Chap 8 – Utilities – BI – Buddy Chap 9 – Not-for-Profit – CRM – Criag Chap 10 – Consumer Packed Goods – CRM – Fred Chap 11 – Insurance – SCM – Tony Chap 12 – Financial Services – E-commerce and BI – Tony

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

One-Way (firm to customer) Communication Model Sender Encoding Message Medium Receiver Decoding Response Noise Feedback

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 >> more collaborative (not one person) Encoding >> words & technology Message >> flexibility Media >> Internet Receiver>>electronic visitor Decoding>>immediate Response>>immediate Noise>> more complex Feedback>>immediate 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 Most often used for advertisements – Pre-testing of the advertisement Communication Process + Involvement Need to measure effectiveness before spending the “Big Bucks” for the actually marketing message deployment.

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 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

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: Based on response 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)

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

Written Case study Proposal Due Nov 21 – Less than one page on the company you will be writing a case study on and where you will be getting the research. – Brick and mortar company that used a eMarketing strategy Presentation and papers due Dec 14 – ELC 310 Case Study Guidelines.htm ELC 310 Case Study Guidelines.htm