Cct356 online advertising and marketing
Download
1 / 12

CCT356: Online Advertising and Marketing - PowerPoint PPT Presentation


  • 107 Views
  • Uploaded on

CCT356: Online Advertising and Marketing. Class 1: Introduction. Welcome!. History of course Structure of course A bit about myself and Pam Experimental elements in course design – hybrid model and e -portfolios. Importance of Course. Traditional media decline = divergence of resources

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about ' CCT356: Online Advertising and Marketing' - livana


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript

Welcome
Welcome!

  • History of course

  • Structure of course

  • A bit about myself and Pam

  • Experimental elements in course design – hybrid model and e-portfolios


Importance of course
Importance of Course

  • Traditional media decline = divergence of resources

  • Online ads now exceed print worldwide (http://blogs.forbes.com/afontevecchia/2010/12/20/online-ad-spending-exceeds-print-hitting-25-8-billion-2/?boxes=Homepagechannels&urlhash=KE5w&goback=.gde_41352_member_38178849)

  • Shifting audience – and implications for media players

  • Draw of the power of online advertising

  • Untapped (and potentially creepy) potential as “online” moves into social media, mobile access, augmented reality, etc.

  • Increasing market needs – a good time to learn this!


Basic course information
Basic Course Information

  • Lectures

  • Hybrid

  • Text

  • Readings (can be added based on guest spots)

  • Plagiarism

  • Medical notes

  • Accessibility


Wiki

  • http://cct356-w11.wikispaces.com

  • A brief tour of features

  • Notes on public forum and etiquette


Portfolio personal branding 10
Portfolio & Personal Branding (10%)

  • What is a portfolio?

  • Not just media dump – but reflective learning

  • A foundation for personal branding – increasingly, the way to be noticed and the way to network

  • Assignment: represent class work in e-portfolio

  • Also, 2 page strategy document re: personal brand

  • Work throughout course – due by end of classes (April 1) – posted on personal wiki or e-portfolio software (to be discussed/showcased)


Annotated bibliography 10
Annotated Bibliography (10%)

  • Many, many sources of information emerging in area and not (yet) peer-reviewed/academic – just too emergent for that to be the case of yet

  • Scan the field – pick two articles, summarize, post on class wiki, add tags (folksonomy)

  • Must have clear link to course topics

  • Due by end of classes (April 1) – but easy and advisable to do early


Online advertising critique 15
Online Advertising Critique (15%)

  • Pick an ad/strategy you find

  • Examples (DO NOT USE – find new ones)

  • http://www.fastcompany.com/pics/decades-10-best-digital-ad-campaigns

  • http://www.theglobeandmail.com/news/technology/trending-tech/top-10-social-media-hits-and-misses-of-2010/article1853134/

  • About 750-1000 words, posted on wiki

  • Integrated visuals/media work, as can background history/sources – even interviews (good way to get foot in door!)

  • Due Feb. 8


Online ad design 15
Online Ad Design (15%)

  • Build a campaign for client of your choosing

  • Develop three types of advertising consistently

  • Brief (300-500 word) description on process, ideation, concept, execution

  • Don’t use logos/trademarks/brand identity without permission (THS example)

  • As a result, perhaps pick smaller organizations, school groups (even CCIT?), charities, etc.

  • NOT a full marketing strategy – that’s the next assignment

  • Due March 1, on class wiki


Final project 25
Final Project (25%)

  • In groups of 4, do a full campaign strategy for online/social media interaction

  • Must be a real client (can build on an individual’s project from last assignment)

  • Must conform to limits (e.g., if they can’t possibly afford or support it, it’s not a good choice.)

  • Not necessarily just a laundry list of technologies – if they have no strategic use for a tech, why include it?


Final exam 25
Final Exam (25%)

  • At UTM during exam period (time/date TBA)

  • Mostly application of concepts, some MC

  • More to follow as date arrives


Next week
Next Week

  • Download and read first two chapters of text – starting at the foundations (which are still used and useful!)

  • Hopefully the first confirmed guest spots will be finalized by then


ad