FINAL PROJECT

Due Next THURSDAY

Are you Good Enough to Fail?

The Assignment:  You are to come up with a GOOD Commercial that uses good strategies and captures people’s attention.  Since you are experts in Marketing, that should be easy enough.  However the challenge is that you have to make a good commercial that is for a bad product.  In other words, come up with a bad idea, and then sell it with excellent promotion.   You may work alone, or in a group up to a MAXIMUM of 3 people.

Outline for the assignment:

• You must create either a video commercial or a series of print advertisements that are good quality and use proven marketing strategies.  The ad must be for a BAD idea.  It must be a GOOD commercial. (30)

•  After you finish your commercial/poster/video presentation, the class as a whole will decide whether or not your commercial is a ``GOOD``  and whether or not it would actually Backfire.    (10 marks) {Peer evaluated}

• TOTAL 40 Marks

FINAL EXAM NEXT WEDNESDAY

Here is a list of terms for Chapter 1

Here is a list of what you are responsible for knowing for the Final Exam. Today we will have to computer based review activities and then you are to work on writing brief definitions for the following terms to study from. We will work on the difficult ones as a group.

* = Not in Textbook

Marketing:

Supply and Demand

Marketing Organization (Regional, International, Brand, Distribution)

Target Market

Marketing mix (4 P's)

Product Mix

Promotions Mix

Pricing Mix

Place Mix

Brand / Branding

Push strategy

Pull strategy

Chapters 2 and 3.

Here is a list of what you are responsible for knowing for the Final Exam. Today we will have to computer based review activities and then you are to work on writing brief definitions for the following terms to study from. We will work on the difficult ones as a group.

Chapter 2

Customer

Consumer

Gatekeeper

Product Life cycles (traditional, seasonal, fad, niche)

fad vs trend

demographics

baby boomers

Thorndikes Law of Effect

Maslow's Hierarchy of Needs

Household name

* Celebrity endorsement

Bust

* Spin off product

Chapter 3

profit

free market

perfect competition

monopoly

oligopy

private property

public property

R & D (research and development)

direct competition

indirect competition

customer loyalty (card)

production cost

Top of the mind

Service base

Product base

value added service

market share

* communism

market segment

landed cost

category killer

Chapter 4

market research

hard data

primary data

secondary data

quantitative research

qualitative research

test marketing

closed ended questions

open ended questions

Chapter 5

invention

innovation

utility

form utility (material, sent,flavour, colour, design, packaging)

information utility

place utility

time utility

possession utility

* GATT

* WTO

* Subsidies

* Hyperinflation

* Tween

* Age Compression

* Word of mouth marketing (idea virus)

* commercial real estate

* residential real estate

(*) Slogan

(*) Jingle

* Knock off

Here is the list of terms from Chapter 9.

Advertising is most important for

1identical

2mass marketed

3easy to describe

4low priced

5new

6heavily competitive

Brand awareness

brand trial

brand preference

brand reminder

brand repositioning

Unique selling proposition

biological appeal

emotional appeal

rational appeal

social appeal

8 Types of media with advantages and disadvantages for each.

Lobbyist

Contests and sweepstakes

refunds and rebates

self liquidators

Chapter 6

Mark-up
margin
variable costs
fixed costs
break-even point
economy of scale
price-fixing
msrp
bait and switch
skimming
marketing boards

June 7

Commercial Day.

Talk on Pricing and the Oil Price Game.

Questions.

1. Please define the following terms (Ch 7 in the textbook)

Mark-up
margin
variable costs
fixed costs
break-even point
economy of scale
price-fixing
msrp
bait and switch
skimming
marketing boards

2.  Come up with 2 examples of economies of scale.

3. Come up with 2 examples of diseconomies of scale.  (pg 250-254)

June 6

Talk on positioning.  Read pages 206-210

Next, use the following chart to compare 2 brands. 

THEN:  Write a summary paragraph on which Brand is better and why, using the evidence from your chart. 

COMPARISON OF THE PRODUCT POSITIONING OF THE JONES SODA COMPANY AND THE ARIZONA BEVERAGE COMPANY Type of Positioning Benefit      Target      Price      Distribution      Service

Today we will be continuing to look at Brand Extensions, Spin Offs, and Co-Branding.  We will be doing this using LEGO.

We will start by watching a short documentary on LEGO.

1. What did the Lego company do to turn the company around and make it more profitable?

After watching the movie, go and explore the LEGO website HERE.

2. List 5 or more areas where LEGO has Extended itself.

3. List at least 5 Co-branding examples with LEGO.

4. For the following LEGO lines HERE, pick 5 and explain who are they targeting (the target market for that line)?

Junen2

Commercial Day

Finish your packaging,

Read pages 221-225 

1. What is a brand extension? 
2. Using the internet find 2-3 good examples of brand extensions.
3. Find 2-3 bad examples of brand extensions. 

4. What is brand licensing?
5. Find 5 examples of licensed products. 

6. What is co-branding? 
7. Find 2 examples of co-branding and explain why they brand well together?

8. Give 3-5 examples of brand acquisitions.  The parent company, and what brand they acquired.

I'm sorry but I had to leave to pick up my son and take him to the doctor.  Please carry on with the packaging assignment.  We will be moving on tomorrow.

Good luck,

Commercial Day (Packaging)

Packaging Assignment.

Please read pages 232 to 235. 

Assignment. You are to create a package for a product of your choice.  It must make sense with cost, protection, information and transport.  etc.  It must promote the product as well.  It may be made of any material you wish but I have included a sample paper cut out to help you.  Good luck

Due Friday 

LINK to resources

Today we are going to switch gears a bit and look at security.  Specifically identity theft.  This is an ongoing problem and one of the few identity crimes where young people are targeted.  

We will be finishing watching a video on fraud

Next.  

go to the following website and complete the on-line quiz.  When you are finished, check your answers and see how you did.  

http://www.abcfraud.ca/English_1.pdf

Answer the following questions:

1. Describe 2 ways to avoid credit card fraud.

2. Describe 2 ways Fraud occurs.
3. Research new fraud schemes or scams on line.  Explain 3 different scams.  
4. What is Phishing?

5. What are two things you learned?

Good morning, today we are going to look at the world largest auto show. This is where cars are announced and the process of selling to the public begins. Some cars here are just CONCEPT cars, others are ready for production. Please use the following link to answer the questions. 

LINK

1. What is a concept car and why are they made?

2. You are now to pick 2 of the cars highlighted at this link. For each one, please give a brief write up (in your own words) and include a picture. In your write up include the main interesting features of the car, a picture, how is it different than its competition, its target market and whether or not you feel it will be successful. 

Today we are going to play a game. 

Remember Supply and Demand? How about Research and Development?  Free market economy and competition. 

This is FOR MARKS here is the breakdown,

Short game with Performance Index Score of 60+ = 3/5  90+ = 4/5  100+  = 5/5
Medium with PIS  of 50+ = 3/5 80+ = 4/5  100+ = 5/5

If you try 2 games but still score low you will get 3/5 

You will use the Titan 3.0 Public Edition.  
LINK

Sharing of Static Ads.  Critical feedback session.

(business simulation postponed until Tuesday)

Stocks

Advertising Assignment.

Now that we have been looking at different advertisements.  It is time for you to put your knowledge to use. 

You are to create a static ad (eg, poster or banner ad).  It can be for an existing product but the ad itself must be created by you.  With it, please write down on a separate area, who is the primary target market? is there a secondary target? What is the goal of advertising? What media will you use and why (consider, reach, frequency, recall etc). What is/are the strategies that you are using?

We will share these ad (with no names) on Friday

May 16

Talk on reasons for advertising and goals of advertising.

For each goal of advertising on pages 339-343

Define each goal in your own words.  Next, find 3-5 eg for each type.  It can be any form of advertising. 

May 13

NOTES

Next: Read pgs 357-367 about different types of media then create a chart with the following. ALSO INCLUDE, Social Media and Youtube.   Point form

Medium (Description)                            Advantages                              Disadvantages

Commercial Day

Talk and demonstration on hand shaking and networking.

Questions.

1. What is Networking and why is it important?

Please read pages 376-382 on Personal Selling

2. When does personal selling occur?

3. The amount of personal selling that is required depends on what?

4. In point form, explain the Sales Process.

may 11

Commercial Day

Talk on personal selling. 
Points to remember:  Eye contact, hygiene, remember names, body language (yours and theirs), repeat business,  friendly, customer complaints iceberg, upselling. 

Next Please read the following link on Reciprocity

Questions.  (can be done with a partner, don't forget to use both names)

1. Explain what reciprocity is and how it works.

2. You are to create a script of a personal selling situation.  One person will be in sales and the other a potential customer.  Make sure that the salesperson uses a variety of 'good' strategies to ultimately make the sale.  The customer should be an unwilling customer at first.  

May 10

Today you will finish watching "Thank you for Smoking"


1. What is a lobbyist?

2. What do lobbyists do?


3. In paragraph form, explain the positives and negative of lobbyists on companies and society. 

May 5

Commercial Day,

Stock performance check,

Today we will be Listening to a radio show called Under the Influence about personal selling.

We will then discuss it and answer the following question.

Question.  In point form, list 5 things that you have learned about personal selling and personal branding.

May 3

Commercial Day

Today we will be looking at Market Research.

Questions.

1. What is a customer tracking device?  Give and example.

Use the following links to help you with questions 2 and 3.  LINK 1    LINK 2

2. What are some of the companies that will pay for market research?  Why would they do this?

3. (this question is not mandatory).  Sign up or download an app for market research.  What type of questions do they ask you?  Why do they ask you this information?  Do you think that your answers while signing up will affect what survey's you receive? Why/why not.

4. Conduct some Secondary Market research on your own.  Pose a question, any question, then use the internet to answer your question.

Today we are going to watch a video on advertising to Kids. 

1. Why to marketers target kids?
2. Are there any legal restrictions to advertising to kids?

http://www.cracked.com/article_19470_6-classic-kids-shows-slapped-together-from-recycled-material.html

3. Why are some shows designed to sell spin off products?
4.  Give an examples?
5. Was it successful, why or why not?
6.  These examples are older, could you speculate if there is a current example of a tv show or movie designed to sell spin off products?

Commercial Day

Marketing advertisement presentations:

Each student is to choose on advertisement and present it to the class. Your presentation must include:

* the ad itself

* the target market

* advertising strategies that are used

* strengths of the ad

* weaknesses of the ad

* at least one question for the class and then you are to guide the class in a discussion.

OUT OF 30 MARKS!!!!

We will present THIS FRIDAY

Today we are going to watch a video on 'lousy labels'.

Questions.

1. Why do companies use the words 'Natural' and 'Organic'?
2. According to Derek Krasnik, the lobbyist for cosmetic companies, who's responsibility is it to buy 'natural' products?  
3. Why does 7th Generation die their diapers beige?
4.  Now it is your turn.  I want you to think of a product, shampoo, snack food etc and then go on-line and research the ingredients and its impact on you, your health, and the environment.  What did you fined?  Was it better that you though?  Worse?  How?

Hover Shoes INC… (An exercise in Primary and Secondary Research)

Introduction:  In Science class, you were given an assignment where you had to use science to improve an existing product.  You had trouble coming up with an idea at first and then it hit you; like a bolt of lightning, HOVER SHOES!!  You felt so good after inventing your Hover Shoes that you decided to buy a lottery ticket and low and behold, you won $500,000!!!

After asking around, you know that there will be high demand for your hover shoes amongst teenagers so you decide to go into business.  You know that you can sell the shoes at a reasonable price and still make a profit.  But how do you get the word out?  Advertise!!

One of the most important and most expensive mediums used to attract consumers is television. Before using this medium, the marketer must be sure that it will reach the largest number of consumers for the least amount of cost. Not only must the marketer know what market this media reaches, but he or she must know when, and what station or network will attract the largest target market.

Primary Data

Part 1: Make a list of your 5 ways/shows that you watch TV/Movies/Videos: 

Part 2: Collect Data from 10 classmates on the 5 ways/shows that they watch. . 

Secondary Data

Part 3: Go to the following link to view secondary data on how much it costs to advertise on TV (link is on the classroom website) (also use the cost sheet provided)

http://www.gaebler.com/Television-Advertising-Costs.htm

 

Next, go to the following link showing the top TV rating for last week.

http://jam.canoe.ca/Television/TV_Ratings/

Part 4: Now that you have both primary and secondary market data, it is time to make some decisions.  You need to write a summary saying how much of your $500,000 you will spend making your commercial, where you will advertise (on-line or t.v.) what network(s) you will advertise on, and when you will advertise.  You MUST use your data to justify (in writing) why you made the decision you did.  

Cost Chart for TV Advertising

Cost to produce the Commercial

Very low budget:  $1000, make a commercial with your friend in a single afternoon

Low Budget: $5000, making the commercial yourself with some decent editing and music and two ‘cheap’ actors.

Medium Expense: $15,000, you write the script yourself and hire a marketing company to make a cheap but ‘good’ commercial with some good strategies

Expensive: $50,000 hire a company to make you a commercial with some good special effects and cutting edge marketing strategies and computer generation. 

Very Expensive: $100,000 Fully computer generated with custom music jingle, slogan, and a logo

Extremely Expensive:  $250,000 the same as ‘Very Expensive’ but you also get a celebrity in your commercial for 10 of your 30 seconds.

COST to Advertise on-line

Targeted Youtube ad for a day $10,000

Targeted Youtube ad for a week $60,000

General Youtube ad for a day $250,000

Targeted Push or Mobile ads for a week $50,000

Cost to Advertise on TV

TV NETWORK	Morning 6-11:59 am	Day time 12-5:00 pm	Evening 5 – 8:00 pm	Primetime 8 – 11:00pm	Late Night 12- 6:00 am
Major Networks ABC/FOX etc Speciatly Channels Discovery, History Teletoon, Etc Local channels, Weather Network, TV listings channels, Shopping network etc.	$50,000 $10,000 $2000	$100,000 $15,000 $2500	$150,000 $20,000 $4000	$250,000 $30,000 $5000	$25,000 $7500 $1000