2. Name tags out
Cell phones off
Campaign project
Any questions on the creative assignment
Eric Mower Speaker Series
Thursday 4/10, Jim Miller, CMO NBC Sports, 6:30 The Herg
6 points extra credit
Exam#2 grades – Remember ~54%
HOUSEKEEPING
4. Media buying toplines
Tips how to think about media planning
Media planning and IMC – integrating media
with the shopper’s journey and contact points
TODAY WE’LL EXPLORE
http://www.slideshare.net/OgilvyOne/transformation-in-digital-advertising http://marketingsuccess.tv/video/ogilvy
6. You invented a device that would eliminate
the cause of skanky breath?
How would you market it? Advertise it?
WHAT WOULD YOU DO IF…
7. You invested $40,000 in a TV infomercial and
got only 40 orders?
If you got it in retail stores but people walked by it?
You offered to sell your patent to other oral hygiene companies
and none of them bit?
WHAT WOULD YOU DO IF…
8. SO HOW DID ORABRUSH
SELL NEARLY 4,000,000
OF THESE?
Hire a college
student.
Pay him $500 to
produce a quirky
video.
Put the video on
YouTube.
Sell it online.
9. Got an order from Wal-Mart for >700,000 units via email with no face-
to-face meeting. Also in CVS.
Has made more videos (see the Cure Bad Breath channel); still uses
YouTube
Created the iPhone Bad Breath Detector app
Has sold millions in 40+ countries; has made millions…but going to the
dogs!
TODAY, ORABRUSH IS LEGENDARY
12. AND NOW,
LEARN MORE ABOUT
THE DIGITAL WAVE
FROM A GUY WHO
RIDES IT EVERY DAY
Andres
Echenique
Senior Partner,
Director of
Digital and
Media
13. Read pp 556 to 559
Listen to the Gunther Schumacher video
Read headlines www.adage.com
Final version of Situational Analysis and Media Plan due 4/15 by
class time --- 2PM and not a minute later
Quiz Thursday 4/10 – On Chapters 11, 12, 13, 14; Study Guide
Posted
BE PREPARED
14. A one-month media schedule consists of the following:
One magazine with a total circulation of 1,000
Three TV programs reach households of 1,000 each
A highway billboard with 5,000 vehicle pass-bys
A radio program with 1,000 listeners
How many exposures in this media plan?
10,000
SOLVE THIS:
15. A two-month (8 week) media schedule consists of the following:
One monthly magazine with a total circulation of 1,000 and a
pass-along of .5
One TV program/week reaching 1,000 households, each with
an average of 2.3 people/household
A highway billboard with 5,000 vehicle pass-bys/month, each
vehicle having an average of 1.8 people
A radio program with 1,000 listeners per week
How many gross impressions in this media plan?
47,400
SOLVE THIS:
Notas do Editor
OK, so back to our subject for today.
Though the marketing team didn't have the type of budget that could instantly place their video in front of thousands of viewers, Harmon continued to invest wisely in the YouTube campaign. "We started out on YouTube with a $40 a day spend. Then, as soon as I could get $45 back, we upped it," he says. "And then I just dumped all of our profits back into the campaign and it just grew and grew and grew.“In five weeks, Orabrush sold out 10,000 units. The company ordered more inventory and sold out again. More succinctly put: "It exploded," Harmon says.Since it launched a year ago, the Orabrush YouTube channel has garnered more than 24 million views and 250,000 fans on Facebook. Online alone, the company has passed $1 million in sales, and demand shows no sign of slowing down. According to Dr. Bob, he has had requests for distribution from retailers and distributors in mroe than 40 countries. Boots, the British pharmacy giant, now carries the Orabrush, as do as stores in Japan, Canada, and soon, Australia.According to Harmon, the secret to the campaign's success is simple: People don't really know what causes bad breath, even though studies show that 90 percent of bad breath comes from the tongue. So it stands to reason, then, that the number of searches for tongue brushes on Google and Yahoo are low..