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BUS306: Advertising and Promotion

Unit 10: Execution and Evaluation   *A basic marketing plan measures market demand, segments the market, and sets clear objectives for creating value for the firm’s target market. An advertising campaign is a specialized marketing plan that focuses on the way a single form of promotional communication can help the firm achieve its marketing communication objectives.

In developing an advertising campaign, you will also formulate an advertising strategy, set an advertising budget, and set the standards for evaluating the campaign’s success. In this final unit, you will learn how advertisers develop an executional framework for the actual production of the advertising campaign.*

Unit 10 Time Advisory
Completing this unit should take approximately 10 hours.
 
☐    Subunit 10.1: 3 hours
 
☐    Subunit 10.2: 2 hours
 
☐    Subunit 10.3: 3 hours
 
☐    Subunit 10.4: 2 hours

Unit10 Learning Outcomes
Upon successful completion of this unit, you will be able to: - describe the elements of an advertising campaign proposal; - describe a variety of execution frameworks available to advertisers; - explain how advertisers can evaluate an ad campaign execution; and - describe the difference between print, broadcast, and cyber advertising copy.

10.1 Ad Production   - Reading: Launch! Advertising and Promotion in Real Time: “Chapter 11: Execute on All Platforms: SS+K Goes into Production Overdrive” Link: Launch! Advertising and Promotion in Real Time: “Chapter 11: Execute on All Platforms: SS+K Goes into Production Overdrive” (PDF)
 
Instructions: Read Chapter 11 on pages 333-362. In it, you will review media platforms and examine the process for evaluating ad executions.

 Reading this chapter should take approximately 2 hours.  
    
 Terms of Use: This text 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.
  • Lecture: YouTube: University of California, Berkeley: Dr. Hal Varian’s “SIMS 141 – Search Advertising” Link: YouTube: University of California, Berkeley: Dr. Hal Varian’s “SIMS 141 – Search Advertising” (YouTube)
     
    Instructions: Watch this lecture by one of the developers of Google’s AdStats. Dr. Varian discusses how Google uses webpage content and search terms to target Internet advertising to a segmented audience.

    Watching this lecture and taking notes should take approximately 1 hour.
     
    Terms of Use: This resource is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License. It is attributed to Dr. Hal Varian and the University of California, Berkeley.

10.2 Executional Framework   - Reading: Launch! Advertising and Promotion in Real Time: “Chapter 12: Make the Message Sell: SS+K Ensures that All Components Tell the Brand Story” Link: Launch! Advertising and Promotion in Real Time: “Chapter 12: Make the Message Sell: SS+K Ensures that All Components Tell the Brand Story” (PDF)
 
Instructions: Read Chapter 12 on pages 363-391. In it, you will learn five frameworks for structuring the advertising campaign.

 Reading this chapter should take approximately 3 hours.  
    
 Terms of Use: This text 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.

10.3 The Advertising Campaign   - Reading: Launch! Advertising and Promotion in Real Time: “Chapter 13: Launch! msnbc.com’s First-Ever Branding Campaign” and Professional Advertising’s “Advertising Planning” Links: Launch! Advertising and Promotion in Real Time: “Chapter 13: Launch! msnbc.com’s First-Ever Branding Campaign (PDF)
 
Instructions: Read Chapter 13 on pages 391-407 for an overview of SS+K’s completed campaign for msnbc.com.

 Reading this chapter should take approximately 3 hours.  
    
 Terms of Use: This text 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.
  • Web Media: Texas A&M; University, Mays Business School: Elaine Dausy’s “Review for Exam III – Steps in an Advertising Campaign” Link: Texas A&M University, Mays Business School: Elaine Dausy’s “Review for Exam III – Steps in an Advertising Campaign” (iTunes U)
     
    Instructions: Listen to this review of an 8-step advertising campaign.
     
    Listening to this podcast and taking notes should take approximately 10 minutes.
     
    Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

10.4 Evaluation   - Reading: Launch! Advertising and Promotion in Real Time: “Chapter 14: ROI: msnbc.com Decides if the Campaign Worked” Link: Launch! Advertising and Promotion in Real Time: “Chapter 14: ROI: msnbc.com Decides if the Campaign Worked” (PDF)
 
Instructions: Read Chapter 14 on pages 407-450 for an explanation of how msnbc.com evaluated the success of SS+K’s campaign.

 Reading this chapter should take approximately 2 hours.  
    
 Terms of Use: This text 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.

Unit 10 Assessment   - Assessment: The Saylor Foundation's “Unit 10 Assessment” Link: The Saylor Foundation's “Unit 10 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. 

Final Exam   - Reading: The Saylor Foundation’s “BUS306 Exam Review & Study Guide” Link: The Saylor Foundation’s “BUS306 Exam Review & Study Guide (PDF)
 
Instructions: Please read this guide before you begin the final exam. This study guide provides an overview of all the major concepts covered throughout this course and assessed in the final exam.

  • Final Exam: The Saylor Foundation's BUS306 Final Exam Link: The Saylor Foundation's “BUS306 Final Exam” (HTML)
     
    Instructions: You must be logged into your Saylor Foundation School account in order to access this exam. If you do not yet have an account, you will be able to create one, free of charge, after clicking the link.