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ELC 310

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ELC 310 Day 21 Agenda Questions? Two major assignments Left Case study analysis of an existing case Week after break 10% Creation of a case study Last week of the ... – PowerPoint PPT presentation

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Title: ELC 310


1
ELC 310
  • Day 21

2
Agenda
  • Questions?
  • Two major assignments Left
  • Case study analysis of an existing case
  • Week after break 10
  • Creation of a case study
  • Last week of the semester 16
  • Case Study Proposals Due Nov 29
  • Less than one page on the company you will be
    writing a case study on and where you will be
    getting the research.
  • Brick and mortar company that used a eMarketing
    strategy
  • Starting today we will be in the text
    ebusiness.marketing
  • Tuesday, Nov 22 Chap 4

3
Schedule for last days of class
  • November 22
  • Albert chap 4
  • November 29
  • Instructor presentation of case study analysis
  • December 2
  • Student Case study analysis presentations
  • December 6
  • Student Case study analysis presentations
  • December 9
  • Student Case study analysis presentations
  • December 13
  • Albert Chap 13 14
  • December 16
  • Written Case Studies Due
  • Quiz 4
  • December 22 in Finals week at 3PM
  • Case study presentations

4
Case studies (must pick one by next Tuesday)
  • Chap 5
  • Specialty manufacturer
  • CRM
  • Tony
  • Chap 6
  • Steel Industry
  • ERP
  • Randy Keith
  • Chap 7
  • Hardware distributor
  • SCM
  • Cristina
  • Chap 8
  • Utilities
  • BI
  • David
  • Chap 9
  • Not-for-Profit
  • CRM
  • Dana Taki
  • Chap 10
  • Consumer Packed Goods
  • CRM
  • Steve
  • Chap 11
  • Insurance
  • SCM
  • Beth
  • Chap 12
  • Financial Services
  • E-commerce and BI
  • Justin Nicole

5
Chapter Four
  • Communication Research
  • Web Site Storyboarding

6
Objectives
  • The Communication Process Model
  • The Adapted Communication Model for E-Business
    Marketing
  • Message Research Model
  • PACT Principle 1
  • PACT Principle 2
  • PACT Principle 3
  • PACT Principle 4
  • PACT Principle 5
  • PACT Principle 6
  • PACT Principle 7
  • PACT Principle 8

7
Understanding the communication process
Senders Idea
Receiver's Idea
Communication
8
Reasons for ineffective communications
Noise
Senders Idea
Receiver's Idea
Communication
9
Communication Process (one way or two way)
  • Sender
  • Encoding
  • Message
  • Media
  • Receiver
  • Decoding
  • Response
  • Noise
  • Feedback

Comparison between the offline and online process
10
Types of Communication
  • Personal
  • Face to face
  • High interactivity
  • Non-Personal
  • Broadcast, print
  • Little to no interactivity
  • Hybrid
  • Internet
  • Receiver controls level of interactivity

11
Involvement
  • Role in the Communication Process
  • High, Low and No involvement
  • Think feel do
  • Think do feel
  • Do think feel
  • Web is Low
  • Branding (feel) occurs after or during visit

12
Message Research
  • Communication Process Involvement
  • Need to measure effectiveness

13
Prefinished Formats tested
  • Storyboards
  • drawings
  • Animatics
  • Frames or cells
  • Photomatics
  • photographs
  • Ripamatics
  • Existing commercials reedited
  • Livematics
  • Condensed version of the actual commercial

14
Commercials can be tested in animatic form
15
Using EyeTracking to test ads
16
Positioning Advertising Copytesting (PACT)
  • PACT 1 measure communication objectives
  • Broader in the online environment
  • PACT 2 agreement on the use of research
  • Similar in online environment (marketing, IT,
    research, web design)
  • PACT 3 Multiple measurements
  • similar in online environment. Easier to gather
    and interpret

17
Positioning Advertising Copytesting (PACT)
  • PACT 4 Response to hierarchical models
  • electronic environment is low involvement
  • understanding the critical factors
  • PACT 5 Number of exposures
  • investment decision
  • importance of the attract phase
  • PACT 6 Effective form to test
  • storyboarding
  • issues of self-reporting

18
Positioning Advertising Copytesting (PACT)
  • PACT 7 Use a true environment
  • Nielsens useability
  • provide an exit
  • PACT 8 Test with a target audience
  • Mountain Sobek or Patagonia versus Amazon
  • microsegments to nano-segments
  • cultural preferences/differences
  • PACT 9 Reliable and valid
  • PACT 6, 7, and 8 effects

19
Positioning Advertising Copy (PACT) Testing
Principles
  • 1. Provide measurements relevant to objectives
    of advertising
  • 2. Require agreement on how results will be used
    before each test
  • 3. Provide multiple measures (Single measures
    aren't adequate)
  • 4. Be based on a model of human response to
    communications
  • 5. Consider multiple versus single exposure to
    the stimulus
  • 6. Require alternative executions to have the
    same degree of finish
  • 7. Provide controls to avoid the biasing effects
    of exposure context
  • 8. Take into account basic considerations of
    sample definition
  • 9. Demonstrate reliability and validity

20
StoryBoarding
  • Online methodology
  • address all PACT principles
  • Review discussion
  • of process on page 60

21
Case Study Analysis
  • Methodology
  • Critical analysis
  • Individual Case
  • Collective over all cases
  • Format
  • Grading
  • Student and Instructor
  • Rubric
  • Authors PowerPoints available
  • Need work
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