Tuesday, November 22

Topic

Integrated Marketing Communications

Objectives

To develop an understanding of how companies and advertising agencies develop and implement integrated marketing campaigns.
To use marketing campaigns produced by McIntire’s promotions class in previous years as case studies and analyze their features.

Readings

2016 National Student Advertising Competition Materials
- Snapple Client Brief (Password: Snapply)
- UVA Snapple Pitch Book
- UVA Snapple Presentation (Part 1 of 2)
- UVA Snapple Presentation (Part 2 of 2)
2020 National Student Advertising Competition Materials
2021 National Student Advertising Competition Materials
- Tinder Client Brief (Password: MATCHxAAF2021!)

Discussion Questions

Skim through and watch the Snapple and Adobe competition materials (i.e., the client briefs, pitch books, and presentations). Then choose one competition (Snapple or Adobe) and answer the following questions in detail.

What data and research informed the UVA promo class’ campaign strategy?
What one or two high-level problems did the UVA promo class identify for the client (i.e., Snapple or Adobe)?
What solutions did the UVA promo class advocate for? In other words, what was the overarching theme of the campaign they pitched?
Which of the UVA promo class’ executions (i.e., mock-ups) did you find to be the most compelling? How did they leverage it to bring their campaign to life seamlessly, concretely, and effectively?
How did the UVA promo class assure the judges that their campaign would be successful?

After completing these questions, familiarize yourself with the Tinder client brief. In class, you and a group of four or five students will develop ideas for how you would approach the competition. Subsequently, we will review the promotion class’ national championship campaign as a class and answer the above five questions for it.

Assignments Due

Answers to today’s discussion questions
- After signing into Blackboard, submit your answers to this folder