Module 3 – Case
Promotion and Primary Research
Read these articles related to a programmatic advertising campaign by Kellogg.
Kantrowitz, A. (2014). Why data is the new ‘oil’. Advertising Age, 85(22), 28.
Hof, R. (2014, May 15). Programmatic Advertising To Gobble Up Even More Ad Budgets – Report. Forbes/Tech. retrieved from http://www.forbes.com/sites/roberthof/2014/05/15/programmatic-advertising-to-gobble-up-even-more-ad-budgets-report/#6e2eafe35383
US Programmatic Ad Spend Tops $10 Billion This Year, to Double by 2016 (2014, Oct. 16). eMarketer. Retrieved from http://www.emarketer.com/Article/US-Programmatic-Ad-Spend-Tops-10-Billion-This-Year-Double-by-2016/1011312#sthash.ejs94Mkk.dpuf
Neff, J. (2015). As data grows more valuable, marketers seek new ways to secure it. Advertising Age, 86(20), 18.
Olenski, S. (2013). What is programmatic advertising and is it the future? Forbes/CMO Network. Retrieved from http://www.forbes.com/sites/marketshare/2013/03/20/what-is-programmatic-advertising-and-is-it-the-future/#7a484c44637d
Ratcliff, C. (2015, June 3). The current state of programmatic: latest stats and infographic round-up. Econsultancy. Retrieved from https://econsultancy.com/blog/66530-the-current-state-of-programmatic-latest-stats-and-infographic-round-up/
Van Wyk, S. (2013). Programmatic buying set to star on TV? B & T Weekly.
Imagine you have been hired as a consultant to the VP of marketing for Kellogg. The VP wants to get an objective opinion from someone outside the company who is familiar with current digital marketing basics.Your job is to write a short memo of 750-1500 words critically analyzing Kellogg’s digital marketing strategy. In particular, note that the company has decided to use programmatic advertising to promote its products. Make sure to address the following issues:
- Evaluate the potential target market for Kellogg’s digital marketing and programmatic advertising.
- Analyze the assumptions behind Kellogg’s programmatic advertising.
- What do you think of Kellogg’s programmatic advertising? With the increasing popularity of social media, what would you recommend to Kellogg regarding its digital promotion strategy? Explain why.
Do not spend a lot of time digging in the company’s website and do not just rehash what the company did; instead, introduce a critical perspective.
Focus on the Case and Background reading as well as relevant background reading from Modules 1 and 2. There are no right answers; after all, you do not have inside information. You will be evaluated on your understanding of the background materials and your logic and reasoning.
In particular, show your understanding of the way a change in target market affects the company’s promotion strategy. Also, give some thought as to how Kellogg’s programmatic advertising meshes with other elements of its marketing program, for example, merchandising (product management), channel management, and pricing.
Write clearly, simply, and logically. Your memo should be 750-1,500 words long, excluding title pages and references, but quality of writing is more important than length. Check the following link for business memo format: http://www.fsb.muohio.edu/heitgedl/Memo%20writing%20tips%20ACC333%20SP06.pdf
Back up your positions or opinions with references to the required reading found in the Module 1-3 Backgrounds and Ongoing Useful Resources. In using those references, demonstrate your understanding of the concepts presented. Rather than grading on how much information you find, emphasis will be on the defense of the positions you take on the issues. Also remember that:
- The “why” is more important than the “what.”
- The defense of your positions on the issues is more important than the positions you take.
Do not repeat or quote definitions. Your use of the required reading to support your opinions (that is, contentions or positions) should demonstrate that you understand the concepts presented. Do not include definitions or summaries of the readings, or simply describe what the company did. Instead, your responses to the questions should be analytical and should demonstrate that (a) you understand the principles from the background reading and (b) you can apply them to this particular case. Vague, general answers will not earn a good grade.
Avoid redundancy and general statements such as “All organizations exist to make a profit.” Make every sentence count. Paraphrase the facts using your own words and ideas, employing quotes sparingly. Quotes, if absolutely necessary, should rarely exceed five words. When writing an academically oriented paper, you will uncover many facts about the product. If you paraphrase the facts, cite the sources in your text and link those citations to references at the end of the paper.
Here are some guidelines on how to conduct information search and build critical thinking skills.
Emerald Group Publishing. (n.d.). Searching for Information. Retrieved from http://www.emeraldinsight.com/learning/study_skills/skills/searching.htm
Emerald Group Publishing. (n.d.). Developing Critical Thinking. Retrieved from http://www.emeraldinsight.com/learning/study_skills/skills/critical_thinking.htm
Guidelines for handling quoted and paraphrased material are found at:
Purdue Online Writing Lab. (n.d.). Academic Writing. Retrieved from https://owl.english.purdue.edu/owl/section/1/2/
Purdue Online Writing Lab. (n.d.). Quoting, Paraphrasing, and Summarizing. Retrieved from https://owl.english.purdue.edu/owl/resource/563/1/
Purdue Online Writing Lab. (n.d.). Avoiding Plagiarism. Retrieved from http://owl.english.purdue.edu/owl/resource/589/1/
Your paper consists of arguments in favor of your opinions or positions on the issues addressed by the guidelines; therefore, avoid the following logical fallacies:
Purdue Online Writing Lab. (n.d.). Logic in Argumentative Writing. Retrieved from
Module 3 – Background
Promotion and Primary Research
Fulgoni, G. M. (2016). Fraud in digital advertising: A multibillion-dollar black hole. Journal of Advertising Research, 56(2), 122-125.
Kumar, V., & Mirchandani, R. (2012). Increasing the ROI of social media marketing.MIT Sloan Management Review, 54(1), 55-61.
Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal Of Marketing, 80(6), 146-172. doi:10.1509/jm.15.0415
Olbrich, R., & Schultz, C.,D. (2014). Multichannel advertising: Does print advertising affect search engine advertising? European Journal of Marketing, 48(9), 1731-1756.
Royne (Stafford), M. B. (2016). Research and publishing in the journal of advertising: Making theory relevant. Journal of Advertising, 45 (2), 269-273.
Soat, M. (2013). Digital advertising’s automated future. Marketing News, 47 (9), 4-5.
Sun, Q., & Spears, N. (2012). Frustration and consumer evaluation of search advertising and search engine effectiveness: The case of hedonic vs. utilitarian product. Journal of Electronic Commerce Research, 13 (2), 122-134.
Taylor, C. R. (2009). The six principles of digital advertising. International Journal of Advertising, 28(3), 411-418.