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BUS306: Advertising and Promotion

Unit 7: Advertising Strategy   Advertising strategy is the link between the firm’s present situation and where their advertising objectives project they want to be in the future. Once the advertising agency draws a clear picture of the marketing environment and works with the advertiser to establish measurable objectives, it must formulate a strategy for reaching the client’s goals.
 
Advertisers will rely heavily on the experts at the advertising agency for strategy formulation. The text presents a number of video interviews with the staff at SS+K to give us insight into the talent that they bring to this task. In this unit, you will learn about branding strategies and the formulation of clear and measurable advertising objectives.

Unit 7 Time Advisory
Completing this unit should take you approximately 9 hours.
 
☐    Reading: 3 hours
 
☐    Subunit 7.1: 3 hours
 
☐    Subunit 7.2: 2 hours
 
☐    Subunit 7.3: 1 hour

Unit7 Learning Outcomes
Upon successful completion of this unit, you will be able to: - explain the concepts of branding strategy and brand equity; - construct a value proposition; and - create an advertising strategy that employs an appropriate mix of message objectives and methods.

Introductory Reading   - Reading: Launch! Advertising and Promotion in Real Time: “Chapter 8: Create a Strategy: SS+K Puts Its Research to Use as the Agency Creates the Brief” and Entrepreneur: Rosalind Resnick’s “Which Ad Strategy Works for You?: Rev up your ROI by choosing the best medium for your message” Link: Launch! Advertising and Promotion in Real Time“Chapter 8: Create a Strategy: SS+K Puts Its Research to Use as the Agency Creates the Brief” (PDF) and Entrepreneur: Rosalind Resnick’s “Which Ad Strategy Works for You?: Rev up your ROI by choosing the best medium for your message” (HTML)
 
Instructions: Read Chapter 8 on pages 231-259. Then read Resnick’s guide to choosing the best advertising strategy. These readings cover the matierla you will need to know for subunits 7.1-7.3.

 Reading these articles should take you approximately 3 hours to
complete.  
    
 Terms of Use: Please respect the copyright and terms of use
displayed on the webpages above. *Launch!* was adapted by The Saylor
Foundation under a [Creative Commons
Attribution-NonCommercial-ShareAlike 3.0
License](http://creativecommons.org/licenses/by-nc-sa/3.0/) without
attribution as requested by the work’s original creator or licensee.

7.1 Branding   - Lecture: YouTube: Oregon State University: Alfred Lin’s “Building a Brand that Matters” Link: YouTube: Oregon State University: Alfred Lin’s “Building a Brand that Matters” (YouTube)
 
Instructions: Watch this lecture on branding by an innovative e–Commerce entrepreneur.
 
Watching this lecture and taking notes should take you approximately 1 hour and 15 minutes.
 
Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  • Reading: Advertising & Society Review: William O’Barr’s “The Management of Brands” Link: Advertising & Society Review: William O’Barr’s “The Management of Brands” (HTML)
     
    Instructions: Read this article on brand management. O’Barr presents a detailed look at branding strategies.

    Reading this article should take you approximately 2 hours and 30 minutes to complete.
     
    Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

7.2 Employing a Strategic Framework   - Lecture: YouTube: University of California, Berkeley: Sergey Brin’s “SIMS 141 Search, Google, and Life” Link: YouTube: University of California, Berkeley: Sergey Brin’s “SIMS 141 Search, Google, and Life” (YouTube)
 
Instructions: Watch this lecture by one of the founders of Google. Brin discusses the results of innovation in marketing strategies. Although this lecture offers a broad look at e-commerce, Brin includes valuable insight into the use of search advertising strategies.
 
Watching this lecture and taking notes should take you approximately 45 minutes.
 
Terms of Use: This resource is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License. It is attributed to University of California, Berkeley, and the original version can be found here.

  • Reading: Web Marketing Today: Dr. Ralph F. Wilson’s “Doing a SWOT Analysis for Your Internet Marketing Plan” Link: Web Marketing Today: Dr. Ralph F. Wilson’s “Doing a SWOT Analysis for Your Internet Marketing Plan” (HTML)
     
    Instructions: Read this article for a description of the steps of performing a SWOT analysis for the purpose of understanding the firm’s marketing environment.

    Reading this article should take you approximately 1 hour to complete.
     
    Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

7.3 Setting Objectives   - Reading: The City University of New York, Brooklyn College: Professor Lewis’ “Topic 5 – Objectives of Advertising; Product Life Cycle” Link: The City University of New York, Brooklyn College: Professor Lewis’ “Topic 5 – Objectives of Advertising; Product Life Cycle” (DOC)
 
Instructions: Read Professor Lewis’ lecture notes on advertising objectives for an overview of key objectives and the associated methods advertisers use.

 Reading these lecture notes should take you approximately 1 hour.  
    
 Terms of Use: Please respect the copyright and terms of use
displayed on the webpage above.

Unit 7 Assessment   - Assessment: The Saylor Foundation's “Unit 7 Assessment” Link: The Saylor Foundation's “Unit 7 Assessment” (HTML)

 Instructions: Please complete the linked assessment. You must be
logged into your Saylor Foundation School account in order to access
this quiz.  If you do not yet have an account, you will be able to
create one, free of charge, after clicking the link.