Mkt.

642 INTEGRATED MARKETING COMMUNICATIONS SEMINAR17640,

Spring, 2007
Instructors:
Class Room:
Class Time:
Office:
Office Hours:
Telephone:
Email:
Fax:
Website:

Dr. Oscar W. DeShields, Jr. and Lawrence Varnes

JH 1129 for 1st class, rest of the semester will be held in JH 2125
Wednesday7:00 to 9:45 pm.
JH 3109D
Wednesday5:00 to 6:00 pm
Also, arranged by appointment
818-677-3625
oscar.deshields@csun.edu
818-677-3188
http://www.csun.edu/~vcmkt004/

REQUIRED TEXTS:
Integrated Marketing Communications Cases to be purchased on line at:
http://harvardbusinessonline.hbsp.harvard.edu/relay.jhtml?name=cp&c=c00960

Tom Duncan, IMC: Principles of Advertising and IMC, 2nd Edition, New York, New
York: McGraw-Hill Irwin, 2005.
How Customers Think: Essential Insights Into the Mind of the Market, Gerald Zaltman,
Harvard Business School Press, Boston, Mass., 2003, ISBN 1-578551-826-1
AdSim Simulations: Register and download the Software and Players Manual at:
http://www.students.smartsims.com
Student Website login: stucsun
Password: deshields
SUGGESTED TEXTS FOR REVIEW:
George E. Belch and Michael A. Belch, Advertising and Promotion: An Integrated
Marketing Communications Perspective, 7th Edition, Burr Ridge, Illinois: Irwin, 2007.
William F. Arens, Contemporary Advertising, 10th Edition, New York, New York:
McGraw-Hill Irwin, 2006.
Richard J. Semenik, Promotion & Integrated Marketing Communication, Cincinnati,
Ohio: South-Western a division of Thomson Learning, 2002
Lisa Fortini-Campbell, Hitting the Sweet Spot, Chicago: The Copy Workshop, 1992
John Philip Jones, When Ads Work: New Proof That Advertising Triggers Sales, New
York, Lexington Books, 1995
1

COURSE OBJECTIVES: Integrated Marketing Communication 642 is a graduate

seminar in advertising and promotions' communications. The focus of the seminar is on
the role of advertising and promotion in the marketing communications program of an
organization that is operating in a diverse and dynamic economy. The goal of the course
is to provide the student with an understanding of advertising and promotion from an
integrated marketing communications perspective. The objective of the course is to
provide students with some of the key elements of the foundation that is necessary to
assume a leadership position in a globally oriented society.
Leadership in a diverse and dynamic economy will require an ability to deal effectively
with various cultures in both domestic and international relationships. In order to
accomplish this goal, the student must have an understanding in advertising and its role in
contemporary marketing, along with other promotional elements of direct marketing,
sales promotion, publicity/public relations, and personal selling.
The course is designed to develop the skills necessary to effectively plan, implement and
evaluate advertising and promotional programs. Consequently, an understanding of the
overall marketing process, consumer's behavior, communications theory and the media of
advertising and promotion is included in the course to enable the student to acquire these
skills. As a result, the various factors that must be considered in planning, developing,
and implementing advertising and promotional campaigns and programs will be
examined. Attention will also be given to the diverse environment in which advertising
and promotion operates and promotional decisions are made. Finally, the regulatory,
social and economic factors that influence, and are in turn influenced by an organization's
advertising and promotional program will be examined.
INSTRUCTORS EXPECTATION OF STUDENTS: Students are required to be
thoroughly prepared for each class. This entails reading the assigned materials (e.g.,
cases, critiques, IMC Strategy Approach, AdSim Simulation Reports, etc.) prior to class,
and being prepared to discuss the materials. Also, written assignments must be turned in
on time (i.e., the class period that the assignment is due). Late assignments will not be
accepted.
INSTRUCTIONAL METHODS: The course is in the seminar or conference mode.
Many cases are used along with presentations on key topic areas within integrated
marketing communications.
CASE, CRITIQUE AND MEMORANDUM EXERCISES
The class will be divided into six groups. Each group will be responsible for preparing
and presenting two cases analyzes to the class. The case report should be a maximum of
five double spaced pages (not counting the title page and table of contents). The written
quality of the report will count 10% of the report grade.

1.
2.
3.
4.

Title page
Table of Contents
Summary of Case
Answer for each question

The presenting group will be required to submit the written report at the beginning of the
class. All presentations will be made in Power Point. During the presentation, the other
groups are required to listen and take notes. After each presentation, another group will
be chosen to critically review the presenters report. The group chosen to review the
report will, also, be given a copy of the report and presentation. This group will be
required to submit a written critique of the report and to formulate thoughtful questions
about the report. The critique should not exceed two double-spaced pages. Remember, a
critique is whats good and bad about the report (it is not a summary of the report).
The critiquing group will ask questions about the report. These questions will be
answered in class. Afterwards, the discussion will be opened up to the class at large.
The student groups which are not a part of the case presenting or critiquing exercise will
be required to prepare a one page memorandum to answer a question that will be given
on the case. The paper will be due on the day of critique for the case. Since each group
will be required to write two case analyses and two critiques, each group will be also be
required to write eight memorandums.
IMC STRATEGY DEVELOPMENT
Students will have to develop a strategic approach for three Integrated Marketing
Communications Plan Case Studies. This exercise will provide students with an
opportunity to use the fundamental tools of marketing, and promotion to design an
integrated communications strategy. As a result, teams' grades will be based upon the
soundness of their strategy. Also, each team will be required to make a formal
presentation. The written strategies and presentation will be due: March 28--Yahoo, April
25Postal Vault, and May 23Visit Florida, 2007.
The individual students' grade for the report will be based on a three-part evaluation
process. The initial base for the grade will be: 1) the written report and 2) the
presentation. The individual members grades will be based upon the contribution that
the individual members of the team determine for their efforts. Thus, the highest grade
for the project that an individual may receive is based on the written report and the
presentation. However, this grade may be lowered depending on the contribution scores.
.
Detailed Description:
Six different groups will develop up-to-date information on the strategic component of an
IMC plan. The goal of the project is to promote a common level of understanding and
familiarity with the core IMC strategic issues that will be discussed in the course. The
report should be provided to the class one class period before the Power Point

Presentation. Students are to read and prepare for a discussion based on the material
provided.
Your written briefing should be no more than five pages long and should include the
following information:
Integrated Communications Strategic Outline
1. Brief Company Overview
a. What is key communication issue/problem? Insights. Key learnings.
2. Objective(s) of Integrated Communications Plan
a. What do we want to accomplish?
3. Understanding the Core Target
a. Who are they? What do we know about them?
b. What does a day in their life look like?
c. How do they consume information?
d. What is important to them to find out about our company or product?
4. What is our budget for this plan?
5. How best do you reach them?
a. When is the best time to reach the target?
b. Vehicles - - touch points (what communication vehicles do you use?)
c. What should be the tone/manner of the communication?
d. How will we support with other internal/external points of contact.
6. What should be the targets key takeaway from this communication? (Maximum
of two sentences)
7. Why should they care what we have to say?
ADVERTISING AND PROGRAM SIMULATION
Assignment 1: Preliminary Advertising and Promotion Plan (Periods 1 to 3)
Assignment 2: Revised Advertising and Promotion Plan (Periods 4 to 8)
Objective: To experience formulating and Advertising and Promotion Plan.
This assignment is based upon the AdSim Scenario. You can access a full set of the
AdSim Reports for your Firm when you login to the AdSim software. When preparing
the Plan outlined below, note that is not necessary to refer to all of the AdSim information
available to you present only that information which you see as critical to helping a
well informed manger to understand your decisions and reasoning.
Your task is to write an Advertising and Promotion Plan that you will attempt to
successfully implement in the Simulation over the First Three Periods for Assignment 1
and periods four through eight for Assignment 2.

An Advertising and Promotion Plan serves several purposes:

It summarizes the Advertising and Promotion strategies and tactics that will be
used to achieve specified objectives in the upcoming years. Thus, it becomes the
how-to-do-it guide for executives and other employees involved in Adverting
and Promotion.

The Plan also points to what needs to be done with respect to the other steps in the
management process implementation and evaluation of the Advertising and
Promotion campaign.

Moreover, the Plan outlines who is responsible for which activities, when they are
to be carried out, and how much time and money can be spent.

Preparing an Advertising and Promotion Plan

The Advertising and Promotion Plan is required to consist of the following elements:

Executive SummaryYou should be able to write a short explanation of what the

main thrust of your Integrated Communications Plan is for the coming periods.
Situation AnalysisA description of the sales history and market share of your
Product. An explanation of how it is positioned in the market in comparison to its
competitor in general terms (e.g., price, design, and in Advertising terms such as
Top of Mind Recall and Unaided Brand Awareness). A summary of what Sales
Revenue your Product has achieved in comparison to its Sales Targets and What
the Targets are for the future according to your Firms Marketing Plan.
Advertising and Promotion ObjectivesSpecific Advertising objectives for each
future period that support the Sales Target objectives from your Firms Marketing
Plan (e.g., an objective to achieve a Top of Mind Recall of 45% by period 3 to
ensure that more potential customers are aware of your Product when making
their purchase decision.
Advertising and Promotion StrategiesHow are you going to achieve your
objectives? Are you going to change your Message Strategy and/or Advertising
Agency, Increase or decrease your Media Advertising budget, or change your
Media Selections etc.? For example, specific activities devised for carrying out
each major objective detailed above.
The Advertising and Promotion BudgetIn AdSim, this information is provided
to you as a constantly updating pro forma Reports and your Planned Advertising
and Promotion expenditure budget under to Forecast Results tree item.
Testing and Evaluation ProceduresIn AdSim you make annual decisions, but it
is still important to determine in advance how you will evaluate the success or
failure of your Advertising and Promotion Plan. To give you some assistance
with this each AdSim provides you with forecast Reports under the Forecast
Results tree item. In this section you should also detail which market research

Reports you will purchase to measure the success of your Advertising and
Promotion Plan.
Your Plan should be very detailed with regards to your objectives and strategies for the
near term (next 1-2 periods) and broader with respect to the longer term Periods or more).
For example, our objective is to have Top of Mind recall of at least 45% to ensure that
our Product is one to the most well known in the market. In the short term we will
achieve this through the following Message Strategydelivered through the following
mediain the longer term will be purchasing the following market research Reportsto
monitor our competitors. We will update our strategy as necessary to ensure that we have
the highest Top of Mind recall.
It is anticipated that your written Plan will be kept very concise, and will not exceed five
double space pages.
Assignment 3: Final Report and Presentation For Your AdSim Firm
Objective: To write an analysis of the effectiveness of your Advertising and Promotion
Plan
Final Report and Presentation For Your AdSim Firm
This assignment requires your team to write a written report for the Vice President of
Marketing of your Firm detailing the Success of your Advertising and Promotion Plan,
and to prepare a brief 10-minute presentation outlining the key aspects of your Report.
Suggested Format of the Final Report
Your Report should contain the follow sections:
Executive Summary

Review your Firms Advertising and Promotion goals and objectives

Comment on the effectiveness of your strategies in achieving your goals and
objectives
Comment on whether any of your goals and objectives need revising as you look
to the future
Should Not exceed 1 single space typed page in length (but should be
approximately 6 paragraphs long and approximately 1 page in length)

Overview of Industry

General overview of industry including strengths and weaknesses of the general

market
Should Not exceed 2 double space typed page in length

Company Review

A detailed analysis of your Firms performance against each part of your

Advertising and Promotion Plan
All departures for the Advertising and Promotion Plan should be noted along with
the reasons for such departures
The review should include an analysis of how your Firm affected the industry or
how it had to react to strategies adopted by competitors
Should NOT exceed 15 double space typed pages in length

Key Results Reports

Include your Industry Benchmark Report and your Net Marketing Contribution History
Table Report
Appendices
Any graphs, tables or schedules that are not suited for inclusion in the body of the Report
should be placed here with a clear reference in the body of the Report to the appropriate
appendix
Learning
The team should outline the learning experience they gained from having to promote a
Product and work in a Team. Describe the key insights you gained into Advertising and
Promotion Management, and how your Teams decision-making and conflict
management processes worked.
Should not exceed 2 double space typed pages in length.
CLASS SESSIONS
The typical class sessions will consist of two parts:
Part I--Presentations and Critiques
Case Presentations

The-presenting group will submit their written report and a copy of the
presentation to the instructor. Also, the group will be required to make an oral
presentation to the class.

The critiquing group will analyze the report and the group's presentation for the
next student presentation class. This group will also be given a written copy of the
report and presentation.

The selected group will submit their written critique and presentation to the
instructor and make an oral presentation to the class. The critiquing group will ask
the presenting group questions and lead the class discussion.
The students not in the presenting case or critiquing groups will be expected to
participate in the case discussion.

Part IINew Finding and presentation of Chapters in How Consumers Think

Presentations will be made using PowerPoint slides and a question and answer
period will be required.
AdSim Advertising Simulations Game

CLASS SCHEDULE
January 31

Introduction - Overview of the course and discussion of instructor's

expectation of students
Formation of Groups
DDB Needham ROI
Harvard Business School Cases
Organization to complete the Strategy for three IMC Plans and AdSim
Simulation
Case, critique, and new findings assignments for How Consumers Think
February 7

AdSim Simulation Advertising Business Simulation

February 14

Chapter 1HCTNew FindingsGroup 6

Case1: Strategic Inflection: TiVo in 2005Group 1
Case2: Google Inc.Group 2
AdSim Simulation Practice

February 21

Chapter 2HCTNew FindingsGroup 1

8

Case3: Bronner Slosberg HumphreyGroup 3

Case4: Product Team Cialis: Getting Ready to MarketGroup 4
Critique for Strategic Inflection: TiVo in 2005Group 6
Critique for Google Inc.Group 5
AdSim Simulation Practice

February 28

Case5: Paul Levy: Taking Charge of the Beth Israel Deaconess Medical
Center (A)Group 5
Chapter 3HCTNew FindingsGroup 2
Critique for Bronner Slosberg HumphreyGroup 4
Critique for Product Team Cialis: Getting Ready to MarketGroup 3
AdSim Simulationperiod 1
AdSim Assignment 1

March 7

Chapter 4HCTNew FindingsGroup 1

Case6: Sony EyeToyGroup 6
Critique for Paul Levy: Taking Charge of the Beth Israel Deaconess Medical
Center (A)Group 6
AdSim Simulationperiod 2

March 14

Chapter 5HCTNew FindingGroup 3

Case7: Pepsi BlueGroup 1
Critique for Sony EyeToyGroup 5
AdSim Simulationperiod 3

March 21

Chapter 6HCTNew FindingsGroup 4

Case8: BMW FilmsGroup 2
Critique for Pepsi BlueGroup 2
AdSim Assignment 2
AdSim Simulationperiod 4

March 28

Chapter 7HCTNew FindingsGroup 5

Strategic Report 1 and Presentations

Case9: IKEA Invades AmericaGroup 3

Critique for BMW FilmsGroup 1

No Class--Spring Break

April 4

April 11

Case10: IBM On Demand CommunityGroup 4

Chapter 8HCTNew FindingsGroup 4
Critique for IKEA Invades AmericaGroup 4
AdSim Simulation--period 5

April 18

Chapter 9--New FindingsGroup 4

Case11: Precise Software SolutionsGroup 5
Critique for IBM On Demand CommunityGroup 3
AdSim Simulationperiod 6

April 25

Chapter 10HCTNew FindingsGroup 3

Critique for Precise Software SolutionsGroup 2
AdSim Simulationperiod 7

AdSim Simulationperiod 8
Strategic Report 2 and Presentations

AdSim Assignment 3 and Presentation

Chapter 11HCT--New FindingsGroup 5

May 2

May 9

May 16

Case12: Reebok International Ltd.Group 6

Chapter 12HCT--New FindingsGroup 2

10

May 23

Critique for Reebok International Ltd.Group 1

Strategic Report 3 and Presentation

GRADING FOR THE COURSE

5% per Case Written Report--------------------------------------------10

5% per Case Presentation-----------------------------------------------10

5% per Written & Presentation of Critique for Case----------------10

11% Strategic Approach 1----------------------------------------------11

11% Strategic Approach 2----------------------------------------------11

11% Strategic Approach 3----------------------------------------------11

5% per HCT and New Findings----------------------------------------10

5% AdSim Assignment 1 -----------------------------------------------05

5% AdSim Assignment 2 -----------------------------------------------05

10% AdSim Assignment 1 ---------------------------------------------10

1% per Written Memorandums-----------------------------------------07

A..100-94
A-......93-90
B+.....89-87
B...86-84
B-.83-80
C+79-77
C..76-74
C-.73-70
D+....69-67
11

D..66-64
D-.63-60
F.< 60

12