I tweeted an interesting link today that I thought might be of interest. As you may know, businesses tend to underestimate the budget they should allot for their marketing initiatives. Please read: Setting a Marketing Budget | How to Set a Small Business Marketing Budget http://t.co/DibLKLt
In today's class, you'll be working in your teams to drill down further into the exciting world of Google AdWords.
Here's the link for PDF for the "Paint the Town Ted" case study analysis that is due electronically before the start of class, next Friday, March 11.
http://jimc.medill.northwestern.edu/JIMCWebsite/2006/Ted.pdf
After reading the case, please answer the following questions:
Case # 2 – Ted Airlines
Critical Issues in IMC
Read the case and answer the following questions:
1. Describe how the Ted brand was positioned in the market.
2. How did marketers create an “integrated” campaign for Ted? Evaluate some of the key components of this campaign.
3. How might you apply a similar approach to your current client? Brainstorm with your case team and provide some specific strategies.
Your case analysis should be submitted electronically by start of class on Friday, March 11. Be prepared to participate in a discussion and share your insights with the rest of the class.
There is no required length, however, 4-6 pages is an estimate for what you will need to adequately respond to this case. There’s never any penalty for providing more content rather than less.
I'll be posting this to Blackboard in class today.
Take care,
Your Prof Michelle
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