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PV231 Class 1
Integrated Marketing Communications Strategy Course
Faculty of Informatics SSME Program
PV231 Integrated Marketing Communications SPRING 2011
OOOnODODOOODO
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onononononono
MASARYKOVA UNIVERZITA
www.muni.cz
Tento projekt je spolufinancován Evropským sociálním fondem a státním rozpočtem České republiky.
EVROPSKÁ UNIE b^^^ I
MINISTERSTVO ŠKOLSTVÍ, MLÁDEŽE A TĚLOVÝCHOVY
OP Vzdělávání pro konkurenceschopnost
INVESTICE DO ROZVOJE VZDĚLÁVÁNI
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PV231 Integrated Marketing Communications SPRING 2011
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PROGRAM
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09:00 - 11:30 Course Intro & Lecture
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11:30 - 12:00 Lunch Break
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Tento projekt je spolufinancován Evropským sociálním fondem a státním rozpočtem České republiky.
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12:00 - 13:00 Lecture & Project Intro 13:00 - 14:50 Dr. Zdenek Vrbka Lecture
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EVROPSKÁ UNIE ^0 ■ mládeže a tělovýchovy pro konkurenceschopnost J4Hkvf'
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About me
Name: Sandra Kumorowski Hometown: Kromeriz, Czech Republic Current City: Chicago, USA
Education:
Northwestern University, Project Management Certifications Loyola University Chicago MBA (Marketing, Operations Mgmt) Loyola University Chicago BBA (Economics, Intl. Business) Wright College AA (Business Administration, Art & Literature) University of Economics, Prague (International Relations, English/ French)
Research & Publishing:
Best Practices in Project Management by Dr. Harold Kerzner, 2010 Edition
Wine Marketing, Dental Marketing, Business Development, Entrepreneurship
Expertise: IMC, Brand Strategy, Social Media, Project Mgmt, Business Development, Education
Languages: Czech, Polish, French, German
Passions: Music, Art History, Literature, Cooking, Wine, Tennis, Volleyball, Travel
About my experience
Marketing & Operations Consultant
Chief Business Advisor & Founder
Assistant Professor Marketing Communications Career Development
(Nintendo') NORDSTROM
y Christoph er & Dana
Areeve foundation
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activating business potential
dental category finance health care education
Microsoft
Middlesex University London, UK
sFLATS
AT LOYOLA STATION
3 LOYOLA
§ UNIVERSITY
° CHICAGO
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PM projects
second Emtio
PROJECT
MANAGEMENT
best practices
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HAROLD KERZNER, PH.D.
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Why I love marketing.
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t4lf your life was a reality TV show, would you watch it?"
Reprinted from Funny Times IPO Box 18530/Cleveland Hts. OH 44118 phone: 216.371.8600/email: ft@funnytimes.com
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What is marketing?
What does it mean
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Marketing is all about the personal connection with the consumer
PRODUCT/SERVICES
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As the world change! As the consumer change;
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WHY? Marke« ng is a strategy
Marketing is (should be) all about an unique integration of all the pieces of an organization around a single factor: the wants and needs of customers.
It's a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences.
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HOW? How to do successful marketing
Understand the need Understand the consumer Understand the product/service/company environment Understand the market Plan fit be spontaneous at the same time Be CREATIVE, UNIQUE a PERSISTENT
What is IMC?
Integrated Marketing Communications uniquely integrates all the pieces of an organization around a single factor: the wants and needs of customers
Integrated Marketing Communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences.
The goal is to generate both short-term financial returns and build long-term brand and shareholder value.
□ onononononon
Don Schultz, Northwestern University
Who is Don Schultz?
Don Edward Schultz is Professor Emeritus of Service at Northwestern University's Medill School. He is most notable for his research and writing on Integrated Marketing Communications (IMC).
In 1992, the American Advertising Federation named him Advertising Educator of the year, and in 1998 Sales and Marketing Management magazine named him one of the 80 Most Influential People in sales and marketing.
Often referred to as the "father of integrated marketing",
Schultz is the author or co-author of 13 books on marketing, including Integrated Marketing Communications (1993), Communicating Globally (2000), and IMC: The Next Generation (2003). He writes a regular column on Integrated Marketing for Marketing Management magazine, the trade publication of the American Marketing Association.
Prior to his academic career, Schultz worked for 15 years in the field of advertising.
Schultz earned a Bachelor of Business Administration from University of Oklahoma in 1957, a Master of Arts in Advertising from Michigan State University in 1975, and a Ph.D. in Mass Media from Michigan State in 1977.
Schultz lectures and consults for various business groups and currently resides in the Chicago metropolitan area. He is also the president and founder of Agora, Inc., a consulting firm based in Evanston, II.
Source: http://en.wikipedia.org/wiki/Don_E._Schultz
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REMARKABILITY IN MARKETING
(Student Projects)
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Student Projects: Adler Planetarium Community Partner Award
ADLER
PLANETARIUM
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on-site event promo; sticker sheets
CHRISTOPHER
REEVE
DAY
CHICAGO SEPT 25
Help us celebrate! Join us on Friday, September 25 from 6-9 pm for a cocktail* celebration at theWit Hotel's ROOF-top lounge.
Upo-i arrival, olease "-e-it>or tiat you''e jonirg the CTistODner Reeve Day celebration; Dc't -riss out oi a SDecial birfday cake from Sweet Mandy B's! theWrt is located at 201 N.State St. Ciicago. IL 60601; •cas1- oa'
U CHRISTOPHERS DANA
4 iiEEVE Foundation
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Poster & Billboards
Student Projects
LaPresse
Your
Voice
Is
Montreal
Votie
Voix
Est
Montreal
: www eyterpfMM ca
-Background color black, consistent among all medium.
fbnt Rockwell. Text will appear primarily In ' French except lor noted neighborhoods where there exists a strong cultural relationship to another language.
.Standard La Presse logo to appear on all mediums to identify the sponsor ol the campaign.
Written in French.. French is a requirement of the ' target market. If there is a foreign language it is to invoke a sense of community while the French determines if the viewer is La Pressed audience. The website shall direct viewers to Cyberpresse to begin building cross branding between La Presse and Cyberpresse.
Suggested wording: Your Voice Is Montreal Tell Us Your Story Montreal In Your Voice Yes Your Voice Matters Wait Here Me Out Say Something We'll Listen
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Communication isn't just talk,
iťs an art.
We know that better than anybody.
innovation in the visual. performing Columbia media. and communication arts college Chicago
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Columbia Projects Columbia 2016 Strategy
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Columbia Projects Columbia
Chronicle Creative Revival
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Insight
The Chronicle vending machines blend in with the rest of the street clutter. Though. I think the Red Eye is on-to-something. Their design grabs your attention and is immediately recognizable. Chronicle needs to give its vending machines a make over.
Columbia Projects Columbia
Chronicle Creative Revival
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Strfderft Projects:
OREO OCCASIONS PRAGUE
John Fro man - Megan Gravelyn-Monika Kerr- Abagail Smith- Kylie Zavadil
What is an Occasion?
We want our target market to associate the Oreo brand with an occasion. An occasion is more than a moment. A moment is fleeting, gone in seconds. It's a brief period of time. An occasion is grandiose. It's a celebration, a memory one keeps tucked away to keep close. An occasion is a collection of events, social functions and experiences; a chain of instantaneous moments tied together by time shared with others, and often the most memorable and heartfelt occasions are those spent with loved ones.
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Retail Out of Home Smart Phone App
Social Media
Milk top promotion
Hurvínek . McDonalds In Store Sampling" Sports/Festival Promotion!
Country
TV/Radio Jingle Bus Ads
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Student Projects:
Microsoft Innovation Center
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MASH MAG III
news that matters
CHI-TOWNTEENS
GETTHEIR ATTENTION
WHATDOTHEY     NOT ANOTHER SCHOOL
REALLYWANT? ..7 ™M«» PAPER
SEX. DRUGS. 8 ROCK N ROLL CHANCE[I IT ALl F0R TEENS ™ T L"
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The Mash Magazine Newspaper
Brand Assessment
Media Focus:
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MASH ME!
Mash Mc will give students at different schools the opportunity to connect with people who have similar interests as themselves. The students will be able to send in their picture, school, grade level, and things they are interested in. The Mash team will choose to people to be Mashed and place their pictures beside each other in the "You Got Mashed" section of the paper. It will feature their common interests, school, and grade level. This is not meant to be a dating tool, but more like a prospective pen pal that gives students the opportunity to communicate with teens similar to themselves in different communities. The students will then have the option to contact the Mash for each other's social media info, or just look each other up on their own. Mash me should be launched at The Mash Bash with an interactive text screen that allows students to submit their photos and information and be Mashed with other students at the event. The interactive text screen will be an extension of the Mash Me smart phone application. The application will allow users to submit their information and be 'Mashed' at random. This will allow students to interact with the Mash brand outside of reading the paper and visiting the website. It also gives the Mash the opportunity to feature news headlines that are published on the website. Users can dick on the headlines that Interest them, which will direct them back to the article that is posted on the website.
Application that connects students with like interests communities
V-^
Name: NATALIE Year: Sophomore Age:16
Favorite Color: Magenta I Like: Soccer
LMASH ME _á
YOU GOT MASHED!
a    O.    n n
enbric / join us.
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SMITHE    & WES
SALES ARE GOING
HAS YET TO BE
BORN
BUT STUDIES SHOW
THAT HELP FROM
GROWTH INCREASED HIGHER
IN SALES BRAND EQUITY AWARENESS
		DANIELLE MOSES 630 825 580 MOSES DANIELLEÖGMAILCOM	8	E WATKINS 773.567.5640 BRKSITTE. WATKJNSÖME COM
				
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WES
BRANDING
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ATTRACT NEW CUSTOMERS BY GOING
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WES NEEDS TO BE ITS OWN UNIQUE ENTITY. BECAUSE IT IS AIMED AT A DIFFEERENT TARGET- A DIFFERENT GENERATION -IT NEEDS TO BE STRONG ON ITS OWN WITH FEATURES THAT ARE UNIQUELY WES.
WES SHOULD EMBRACE A 'MOD' BRANDING FOR SEVERAL REASONS. FOR STARTERS. IT'S HIP, BUT BEYOND THAT, THE COLOR SCHEMES. LINES AND BOLDNESS MIRROR DESIRABLE CHARACTERISTICS FOR WES.
THE FIRST WAY TO ATTRACT NEW CUSTOMERS IS BY MAKING A PLAY OFF OF PINTEREST. IN ADDITION. WES CAN ADVERTISE THROUGH GUERILLA MARKETING, PRINT ADS. SEO AND SOCIAL MEDIA.
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(	CONTENT: 20 MEGATRENDS			> - SIX KEYTRENDS	
			SOCIETY • Urbanisation & Demographic Change • Women on the Rise • Cultural Diversity • New Patterns of Mobility	^^^^	TECHNOLOGY • Digital Lifestyle • Convergence of Technologies • Learning from Nature • Ubiquitous Intelligence
Plow-jil |.!			CONSUMERS • Next Level of Individualisation • New Consumption Patterns • Thriving Health Sector		GLOBALISED WORLD • Globalisation 2.0 • Urbanisation • New Political World Order • Increasing Security Threats
^ / vi		1 *i «Sä*	BUSINESS • Knowledge-Based Economy • Change of the world of Work • Business-Ecosystems		ENVIRONMENT • Energy and Resource Reversal * Climate Change and other Environmental Impacts
					
					
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FILED UNDER: Communities, Innovation, Jobs, Nlala Boodhoo; Technology; Chicago 13 1 Comment
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CHICAGO - 10T1 was the year of the Chicago Firs. For local tech entrepreneurs, they say they like to think of it as the year Chicago rebuilt - and have seized upon ft as the name for a new lech canter that win open this spring at Chicago's Merchandise Mart
1871 is the brainchild of local lech entrepreneur Matt Moog {lull disclosure Matt Moog s a board member of Chicago Pubic Media, parent of our partner station WBEZ), who Is also the CEO of Viewports Networks and founde r of bulttkichicago.org. It wi be operated by not-for-profit Chicagoiand IntreprerieuHal Center, which is run by Kfcvin
email r*03t
<s& Link to this post
/A/ier the Great Fire (Pub?l&8(>mafn;vfaW®ä Commons)
Monitoring of consumer behavior Measurement of consumer behavior
In charge Creating content Needs to be entertained Needs to be listened to
)11 Marketing Trends'" by Gini Dietrich 3 months, 2 weeks ago
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Interactive OOH (touch)
Interactive OOH (utility)
Location based advertising (Foursquare) Personalized video
Interactive OOH (touch)
Payment with mobile phone (Google Wallet) Augmented virtual reality (Sony, Smart AR)
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Andre McCarty Oázy good tip*
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Amy Fordyce holy wow.. breathtaking
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Beth Davoi creepy, don't lace, but to each their own.
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Lessons learned:
Paul Rand - options Jaroslav Kramar - pricing strategy
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Current Environment
• Complex
• Competitive
• Controlled by consumer
• Constantly changing
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The Creative Process: Insight Development
IMAGINATIVE PHASE
"Thinking something different"
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PRACTICAL PHASE
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Key things to remember ABOUT STRATEGIC PLANS
WHAT * WHY * HOW WHEN  *  HOW MUCH
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Project Deliverables
Research Report May 16th	Creative Brief May 18th	Final IMC Plan DRAFT May 21st	Creative Pitch May 21st	Final IMC Presentation May 23 rd	Final IMC Plan May 23 rd
AAARKET ANALYSIS Industry & Category Overview	Project Goal & Overview	Executive Summary			Executive Summary
Consumer Behavior Analysis	Research Insight Summary	Research Report			Research Report
Competitive Analysis	Audience, Message, Media Overview	IMC Plan Communication Strategy:			IMC Plan Communication Strategy:
Brand/Product/ Service Analysis & SWOT	Schedule & Budget	Audience, Message Execution Strategy: Media, Schedule, Budget, Measurement Creative Strategy: Branding Ideas, Creative/Design	Short 5-7 minute presentation of the plan ideas	20-minute presentation of all ideas in front of the client	Audience, Message Execution Strategy: Media, Schedule, Budget, Measurement Creative Strategy: Branding Ideas, Creative/Design
Research Insights	Visual/Creative Strategy Overview	Conclusion			Conclusion
YOU WILL USE
Methods
Data Collection (offline ft online) 2. Interviews
Elements
Situation analysis:
1. Market (Industry/Category)
2. Consumer behavior
3. Competitive analysis
4. Brand analysis
5. SWOT
2. Insight Development
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Market Research & Analysis:
Industry
1. Create a research plan
2. Identify the industry your brand operates/could operate
3. Once you have identified the industries, start gathering data from different resources
1. Online
2. Library
3. Bookstores, etc.
4. Create a folder - electronic & physical, use Idea Book for random ideas
5. Key is to understand the dynamics of the industry
Market Research & Analysis Category
Create a research plan
2. Identify the category your brand operates/could operate
3. Once you have identified the category, start gathering data from different resources
1. Online
2. Library
3. Bookstores, etc.
4. Create a folder - electronic & physical, use Idea Book for random ideas
Key is to understand the dynamics of the category
Market Research & Analysis: Industry/Category Trends
1. Look at the industry/category from the time perspective
2. Identify and explain trends
3. Use different resources
1. Online (Google Insights, BlogPulse, PollDaddy, etc.)
2. Trendhunter Magazine http7/www. trend hunter, com/
3. Library
4. Bookstores, etc.
Show trends in interesting graphs & charts
financial
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What is Consumer Behavior?
A process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services to satisfy their needs and desires.
As a marketer you have to learn about their needs,
desires, and passions. You must understand what makes them tick and most importantly, what makes them buy!
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Approaches to study of consumer behavior
	Core		Primary
Approaches	Disciplines	Primary Objectives	Methods
Interpretive Traditional
Marketing science
Cultural anthropology
Psychology Sociology Economics Statistics
Understand consumption and its meanings Explain consumer decision making and behavior Predict consumer choice and behavior
Long interviews Focus groups Experiments Surveys Math-modeling Simulation
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IN CONSUMER BEHAVIOR SECTION
I want to see analysis!!!
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Example of a simplified Consumer Profile
(Studying online behavior might lead to better understanding of consumer behavior in general)
WHO
24 - 35 (Gen Y)
Recent College Graduates
Single
Bright future ahead
INTERESTS
66 J ff
Technology
Fashion
Career
Personal Looks/Appearance
Celebrities/Trends
Exotic
MOTIVATIONS
To Self Express & Share
To Have Independence
To Find Ones Identity
To Feel Attractive/Desired
To Know More/Curiosity
To Desire Parental Input (Still)
ARCHETYPE Explorer
Core Desire:
To be yourself and find out
about world
TRAITS Individualist
Desire for self-sufficiency
Lives in his own light
Ahead of their time
Fascination with foreign and exotic
Spiritual Side
PRODUCT MATCH Makes people feel free Pioneering/Non-conformist Can be purchased online "On the go" Explores new things
Example of Category-Customized Purchase Behavior
MOTIVATION FACTORS
Motivations to play games
Social Connection
Mental Challenge Escape and Explore Family Fun
Reasons to buy
Addictive
Ownership/ Collection
Play Anytime
Share with others
Gift
ANALYSIS FACTORS
Decision Influencers
Community encouragement
Demos
Peer reviews
Transaction Logistics & Security
ACTION
Purchase Experience
Payment Options
Rewards for Repeat Purchases
Delivery options & shipping costs
Support/Customer Service
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How to Learn about Users and Their Needs?
User Research
■ Interdisciplinary subject
■ Informs about (potential) users'
■ needs
■ habits
■ experience
■ skills
■ Is not market research
■ similar methods
■ different focus (behavior - attitude)
Person as
■ Method of user data representation « Fictive users of the product
« Represent subgroups of users
» Cover the whole spectra of users
■ Narrative and detailed « Motivation - empathy
■ Based on empiric research
Creation of Personas
■ Involve stakeholders
■ Collect data
■ Develop Skeletons
■ Add narratives
■ Create Personas one-pagers
■ Prioritize
■ Train
■ Support & Update
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CM
CONVERSATION
marketing
SPEAKING
Hear Ian
CONTACT
Get in Touch
BOOKS
BylanLurie
WORK WITH ME
Hire Ian's Company
ABOUT
Ian Luhe
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Heidi Cohen
actionable marketing expert
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How to Create Marketing Personas
Posted on March 31. 2011 in Actionable Marketing 101. Content Marketing. Marketino Plan 17 Comments BUk«]{4]    JfrTWerf   87     fflshaw    46       AbitfJIT]      ~7f 2
12 Point Marketing Persona Checklist
Marketing personas are imaginary versions of your prospects, customers and the public that contain in-depth, lifelike character traits, including fun names, to help develop content and marketing. Personas guide a firm's marketing and content decisions. It's useful to develop at least three different personas with unique traits.
12 point marketing persona checklist
Developing personas for your various market segments requires an understanding of your customer base. Here's a list of questions to help you better know who your customers are. Bear in mind, that your goal is to flesh out these characters as if they were real people
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Market Research & Analysis: Competition
1. As you are researching the industry, category and trends, identify who are your major competitors
2. Describe your competitors and create a table that explains that strengths, weaknesses, and OTHER RELEVANT CRITERIA (customer service, website navigation, etc.)
COMPETITOR	STRENGTHS	WEAKNESS
NetJets		
Airbus		
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Competitive Positioning Map
	Rohto	Clear Eyes	Visine	Blink
Compare product specs				
Compare message				
Compare brand story				
Compare price				
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Holistic Branding
Consistent
Message
Shapes Rituals
Traditions
Symbols
y and all religions have created a Holistic branding
The five senses have been fully
engaged.
Advertisement becomes Icon Experience Consistency Sensory Perfume Uniform Behavior
Recommendation 2: Dental Evolution/ Renaissance ^enakta
evolving dentistry through artistic revival (movement)
INSPIRATION
SIMPLE ELEGANCE
Mood Board			
WORDS		COLORS	
THEME		FONTS	
ABSTRACT		BRAND NAME	
IMAGES		MESSAGE	
	BRANDING MAP		
MESSAGE			SIGHT
SHAPES			SOUND
RITUALS			TASTE
TRADITIONS			SMELL
SYMBOLS			TOUCH/ TEXTURE
Brand Analysis
Current audience (What's the current audience(s)?)
Current message (What is the main message?)
3.    Current brand image (Is there a need for rebranding? Colors, imagery, etc. What does the brand represent?)
Current product offering (+, -, quality, functionality, warranty, etc.)
Current price (What's the pricing strategy?)
Current distribution system
Current website (design, navigation, content, etc.) Current brand presence
1. Offline (stores, WOM)
2. Online (social media, Google search)
What is a brand? What is branding?
BRAND
An identifying symbol, words, or mark that distinguishes a product or company from its competitors.
Usually brands are registered (trademarked) with a regulatory authority and so cannot be used freely by other parties.
For many products and companies, branding is an essential part of marketing.
BRANDING
The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products
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Brand's Position
Brand position is something (PERCEPTION) that happens in the mind of the target consumer. It's about rational and emotional connection. ^
Brand's Positioning Process
Phase 1: Understand Product/Service, Competition & Marketpl
Determining the current state of internal & external environment Phase 2: Understand Consumer
What does the brand stand for today in the minds of consumers?
Phase 3: Development
Brand positioning development
Phase 4: Positioning Strategy Implementation
Applying an integrated approach to brand positioning implementation
Phase 5: Monitoring
Brand monitoring
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Innovative Brand Positioning Methods
Buzz/Sentiment Measurement, Brand Advocacy Online Promoter Score (OPS)
COOL 2005 VS. 2007: The arrival of the iPhone changed the meaning of "cool" from physical (hardware) to interactive (software).
COOL WORDMAP - JUNE 2005 vs. JUNE 2007
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2005 2007
RAZR Little Looks/Colors Camera Case Useful
I
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J Word Map it designed to expo** the relationship* between words.
JThe WordMep shows Ihe lop 100 relevant words to • concept (AT&T end Coof)
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UWhen a flrven word rs relevant lo 2 concepts the word* move to the middle area between the 2
Source: MotiveQuest
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Example: Red Bull
Brand Positioning
Red Bull is an energy drink for young people who like adventure-related sports and parties
(use of Student Brand Managers)
Target
Youth, College Students
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SWOT Analysis (exercise)
STRENGTHS
Reputation
Skills &Time Efficiency Office Environment Innovative Approach
WEAKNESSES
Location No Web Presence
IDEAS
OPPORTUNITIES
New Image
Visibility Online/Offline New Team Leadership Approach
THREATS
Local Competition Not Enough Implants Benefits Awareness
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MarketingCharts.com
MC    MARKETING CHARTS
% The Digital Media PLANNING & BUYING Training You Need Now That Pays Back Just As Fast
Laredo Group
^      INURACIIVl ADVtPllSING IXPIBTS
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We provide over J7" 20 data packages
ONLINE MEDIA
TRADITIONAL MEDIA
Google Loses Monthly, Yearly Search Market Share
o compete
for busy marketers
VIEW LIST -»
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Google lost US search market share on both a month-over-month and year-over-year basis in August 2010, according to data from Compete, more »
hams
INTERACTIVE
Sep 30-10    more »
Mature Consumers Pessimistic about Economy
Consumers 65 and older are much more pessimistic about the near-term state of the economy than younger consumers, according to a new Harris Poll.
Sep 30-10
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Healthboards.com Example: Activity
6th largest message board Over 400,000 members
Nunber of nenbers for Health boards (yearly)
generated by www.big-boards.com
4000
ňug   Sep   Oct   Now   Dec   Jan   Feb   Mar   Apr   May   Jun   Jul Aug
date
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Source: http://www. big-boards.com
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Conduct 3 interviews
• Select 3 individuals that fit your target audience
• Prepare the questions before-hand
• Record the answers (phone, in-person)
• Summarize & analyze results
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ÚVOD       VLASTNOSTI        CENÍK REFERENCE
REGISTRACE ZDARMA!
VAŠE JMÉNO
VYTVOŘTE SI VLASTNÍ
DOTAZNÍK
Vhodné pro zjišťování spokojenosti zákazníků, průzkum trhu, hodnocení zaměstnanců.
E-MAIL
HESLO
VYTVOŘIT DOTAZNÍK
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Tips on creating surveys
1. ESTABLISH GOAL: What's the goal of the survey? What do you want to learn?
1. Demographic Info
2. Behavior Info
3. Needs & Wants
2. KNOW THE AUDIENCE: Who is your audience?
3. KEEP IT SIMPLE: Use clear and concise language when writing questions. Use questions that begin with who, what, where, when, why or how. Although not fool proof, these types of questions often avoid the language pit falls often associated with surveys.
4. ORDER MATTERS: make the order logical/story
5. BE MINDFUL OF TIME: Do not make surveys that are too long or complex
6. DISTRIBUTION CHANNELS: Use several distribution channels: email, Linkedln, FB, website
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Linked Home    Profile    Contacts    Groups    Jobs    Inbox (156) More..
123 Advanced
Applications
FAQ   Feedback   Browse More Applications
Polls
Application Preview Poll Results
Create New Po«
What has the most long-term potential to make gas affordable for Americans?
ioe» -
M
Poll Oeteile
Audience Al l,r*edln Uten
Oeograpny UntedSietei
Creeled Mey 19 2008
Cnd Dele Mey 21 2006
MTfenM A"
•  •  • •
Add the Polls application and leverage the wisdom of millions of business professionals on Linkedln.
Linkedln Polls allow you to easily find answers to your business and market research questions. Target professionals with the right expertise, and then we'll analyze the results to show you how factors such as seniority, company size, job function, age and gender influence responses.
Distribute your poll in one of two ways:
• Your network: Ask your connections on Linkedln (Free)
• Selected Professionals: A group of professionals (e.g. sales professionals, small business owners, software engineers) that you define by industry, job title, company size, job function, age, gender, or geography. (Pay per response, $50 minimum.)
Application Info
LinkedLJ ■ I I
POLLS
Developed By Linkedln Category Utility
When you add an Application, you are allowing it to access profile information about you and your connections which the Application uses to provide the service. This and other information you provide to the Application may be displayed publicly depending on the Application's functionality.
By proceeding, you confirm your acceptance of the Linkedln Terms of Use and you acknowledge that your use of the Application is subject to the Application developer's terms of use and to the Application developer's privacy policy.
i^l Display on my profile
M Display on Linkedln homepage
Add application
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Polls
Poll Results
How do you get your news?
By Stacy Neier Clinical Professor at Loyola University Chicago
Overall Results	100%
By Job Title	
By Company Size	80%
By Job Function	60% >
By Gender	40%
By Age	20%
Share this URL:	0%
http://polls.linkedin.eom/f	
Copy link to share poll	
Linked
Academics (11%)
105 responses since Dec 21, 2009
Bus. Dev. (21%)
Consult. (16%)
Mrktrg. (16%)
Product (11%)
Sales (11%)
mobile device
radio       television     ■ online    ■ print (magazine and newspaper)
Comments (22)
n o n o n o
o n o n o n
□ O □ O □ O
O n o n o n
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Facebook Question
News Feed
Top News • Most Recent ▼
0 Update Status       Add Photo ^ Ask Question
_/\_
Ask something...
Add an option ... Add an option... Add an option...
Q Allow anyone to add options Ijfc Friends ▼
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n o n o n o n
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n o n o n o n
Tips on creating polls
• ESTABLISH GOAL
• What's the goal of the poll? What do you want to learn?
• KNOW THE AUDIENCE
• Who is your audience?
• BE MINDFUL OF TIME
• Be considerate of your audience's time
• DISTRIBUTION CHANNELS
• Use several distribution channels: email, Linkedln, FB, website
What can you do right now?
1. Have an "Idea" notebook or journal with you all the time
2. Start watching relevant industry, category news on TV, magazines, online
3. Test different words in natural Google search
4. Test different words in Google Trends
5. Visit relevant consumer forums to understand what consumers talk about
6. Set your Google alerts for relevant keywords, organize topically
7. Create a RESEARCH folder and collect interesting articles, studies, news
8. Launch a poll on Linkedln/Facebook (OPTIONAL)
9. Interview family, friends, etc.
9T/S0 'AepssupBM NO 300
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Project Deliverables
Research Report May 16th	Creative Brief May 18th	Final IMC Plan DRAFT May 21st	Creative Pitch May 21st	Final IMC Presentation May 23 rd	Final IMC Plan May 23 rd
AAARKET ANALYSIS Industry & Category Overview	Project Goal & Overview	Executive Summary			Executive Summary
Consumer Behavior Analysis	Research Insight Summary	Research Report			Research Report
Competitive Analysis	Audience, Message, Media Overview	IMC Plan Communication Strategy:			IMC Plan Communication Strategy:
Brand/Product/ Service Analysis & SWOT	Schedule & Budget	Audience, Message Execution Strategy: Media, Schedule, Budget, Measurement Creative Strategy: Branding Ideas, Creative/Design	Short 5-7 minute presentation of the plan ideas	20-minute presentation of all ideas in front of the client	Audience, Message Execution Strategy: Media, Schedule, Budget, Measurement Creative Strategy: Branding Ideas, Creative/Design
Research Insights	Visual/Creative Strategy Overview	Conclusion			Conclusion
YOU WILL USE
Methods
Data Collection (offline ft online) 2. Interviews
Elements
Situation analysis:
1. Market (Industry/Category)
2. Consumer behavior
3. Competitive analysis
4. Brand analysis
5. SWOT
2. Insight Development