Transcript elc310day21 - Tony Gauvin`s Web Site

ELC 310
Day 21
Agenda
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Questions?
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Two major assignments Left
– Case study analysis of an existing case
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Creation of a case study
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Week after break 10%
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
Schedule for last days of class
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November 22
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Instructor presentation of
case study analysis
Student Case study
analysis presentations
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Student Case study
analysis presentations
Albert Chap 13 & 14
December 16
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Student Case study
analysis presentations
December 13
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December 6
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December 9
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December 2
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November 29
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Albert chap 4
Written Case Studies Due
Quiz 4
December 22 in Finals week
at 3PM
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Case study presentations
Case studies (must pick one by next
Tuesday)
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Chap 5
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Utilities
BI
David
Consumer Packed Goods
CRM
Steve
Chap 11
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Not-for-Profit
CRM
Dana & Taki
Chap 10
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Hardware distributor
SCM
Cristina
Chap 8
Chap 9
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Steel Industry
ERP
Randy & Keith
Chap 7
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Specialty manufacturer
CRM
Tony
Chap 6
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Insurance
SCM
Beth
Chap 12
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Financial Services
E-commerce and BI
Justin & Nicole
Chapter Four
Communication
Research
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Web Site Storyboarding
Objectives
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The Communication Process Model
The Adapted Communication Model for E-Business
Marketing
Message Research Model
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PACT Principle 1
PACT Principle 2
PACT Principle 3
PACT Principle 4
PACT Principle 5
PACT Principle 6
PACT Principle 7
PACT Principle 8
Understanding the communication
process
Sender’s Idea
Receiver's Idea
Communication
Reasons for ineffective
communications
Noise
Sender’s Idea
Receiver's Idea
Communication
Communication Process
(one way or two way)
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Sender
Encoding
Message
Media
Receiver
Decoding
Response
Noise
Feedback
Comparison between
the offline and online
process
Types of Communication
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Personal
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Non-Personal
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Face to face
High interactivity
Broadcast, print
Little to no interactivity
Hybrid
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Internet
Receiver controls level of interactivity
Involvement
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Role in the Communication Process
High, Low and No involvement
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Think feel
Think do
Do
think
do
feel
feel
Web is Low
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Branding (feel) occurs after or during visit
Message Research
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Communication Process + Involvement
Need to measure effectiveness
Prefinished Formats tested
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Storyboards
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Animatics
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photographs
Ripamatics
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Frames or cells
Photomatics
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drawings
Existing commercials reedited
Livematics
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Condensed version of the actual commercial
Commercials can be tested in animatic
form
Using EyeTracking to test ads
Positioning Advertising Copytesting
(PACT)
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PACT 1: measure communication objectives
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Broader in the online environment
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PACT 2: agreement on the use of research
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Similar in online environment (marketing, IT,
research, web design)
PACT 3: Multiple measurements
– similar in online environment. Easier to gather
and interpret
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Positioning Advertising Copytesting
(PACT)
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PACT 4: Response to hierarchical models
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PACT 5: Number of exposures
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electronic environment is low involvement
understanding the critical factors
investment decision
importance of the attract phase
PACT 6: Effective form to test
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storyboarding
issues of self-reporting
Positioning Advertising Copytesting
(PACT)
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PACT 7: Use a “true” environment
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PACT 8: Test with a target audience
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Nielsen’s useability
provide an exit
Mountain Sobek or Patagonia versus Amazon
microsegments to nano-segments
cultural preferences/differences
PACT 9: Reliable and valid
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PACT 6, 7, and 8 effects
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
StoryBoarding
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Online methodology
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address all PACT principles
Review & discussion
of process on page 60
Case Study Analysis
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Methodology
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Critical analysis
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Format
Grading
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Individual Case
Collective over all cases
Student and Instructor
Rubric
Author’s PowerPoints available
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Need work