CCT356: Online Advertising and Marketing Class 1: Introduction

Welcome! History of course Structure of course A bit about myself, Pam, Mehria

Importance of Course Traditional media decline = divergence of resources Online ads now exceed print worldwide Shifting audience – and implications for media players Example: 2012 Iowa caucuses – TV ad spending down, online advocacy for candidates up (including many earned media examples) Increasing market needs – a good time to learn this!

Online ad examples? What is effective from your experience? What isn’t?

Basic Course Information Lectures Text Readings (can be added based on guest spots) Google tie-in Plagiarism Notes

Text Free text from Quirk, a S.A. marketing company – robust but some examples will be culturally specific

Guests Pam on marketing strategy – good for final paper Hope to get: Julie Tyios or Michael Cayley for social media marketing Keith MacDonald for Web analytics Perhaps a bit on online political campaigning from experiences in the last provincial election All guests bring in their perspectives and may assign their own readings for reflection

Wiki A brief tour of features Notes on public forum and etiquette

Google Online Marketing Challenge $250 budget for Adwords campaign – to be integrated into final project

Assignments Annotated Bibliography Online Advertising Critique Online Ad Design Final Project Final Exam

Annotated Bibliography (10%) Many sources of information emerging in area and not (yet) peer-reviewed/academic – too emergent for that to be the case of yet Scan the field – pick two articles, summarize, post on class wiki, add tags (folksonomy) Sources? Must have clear link to course topics Due by March 20 – but easy and advisable to do early No repeats

Online Advertising Critique (15%) Pick two instances of an online advertisement effort *Must* be targeted to online audience/environment– e.g., a 30-second Superbowl ad posted on YouTube isn’t an online advertisement – know the history of your ad About words each, posted on personal wiki Integrated visuals/media work well as can background history/sources – even interviews (good way to get foot in door!) – not just personal opinion, but some background/research/analysis on campaign Due Feb. 7 on personal wiki

Online Ad Design (15%) Build a campaign for client (e.g. invent logos/name/color schemes, etc.) Can be a fake client – must at least not violate existing look/feel/logo/tagline/slogans. Develop three modes of advertising (e.g., banner ads, FB ads, marketing, etc.) – not just awareness/engagement (e.g., FB pages, Twitter handles, etc.) Brief ( word) description on process, ideation, concept, execution NOT a full marketing strategy – that’s the next assignment Due Feb. 28 on personal wiki

Final Project (30%) In groups of 4, do a full campaign for online/social media interaction Must be a real client with real people/concerns involved – also provide contact info for client to verify Must conform to organization’s limits (e.g., if they can’t possibly afford or support your solution, it’s not a good choice.) Not necessarily just a laundry list of technologies – if they have no strategic use for a tech, why include it? Be strategic given their abilities, budget, etc. Assuming Google Marketing Challenge works out – Google AdWords as a component with the $250 credit

Final Exam (30%) At UTM during exam period (time/date TBA) Mostly application of concepts, some MC based on core concepts from text More to follow as date arrives

Next Week Download and read Chs. 8/12 – foundational stuff but still very useful Hopefully the first confirmed guest spots will be finalized by then