"An Integrated Marketing Strategy for ____." You will fill in the blank with a brand name of your

Summary Paper

Your Summary Paper is due the last day of class.  The Summary Paper will contribute 25% to the course grade.

Focus of the Summary Paper

The ten- to twelve-page Summary Paper should demonstrate understanding of the reading assignments as well as the discussion points. The purpose of this assignment is to integrate the concepts studied in this course into a cohesive and comprehensive paper.

The Summary Paper will be entitled "An Integrated Marketing Strategy for ____."  You will fill in the blank with a brand name of your choice.  It may be an existing or a new brand.  Your goal in writing the paper is to integrate theories and concepts from the textbook and readings into your own ideas to create specific marketing ideas to promote the brand (product or service) with a particular target market.  The papers you write each week will help you to prepare to create your Summary Paper.  Your paper will have the following sections.  Each section except the Overview, References and Appendix must be at least one page in length.

Overview / Executive Summary
Product or service description, and desired brand image
Target market, including buyer motivations, demographics & psychographics
Overall marketing strategy, including positioning strategy vs. competitors
Advertising campaign, including description of one advertisement
Public Relations campaign
Promotions campaign
Internet marketing campaign, including web site and use of e-mail
Direct marketing campaign, including Customer Relationship Management
Appendix (3-5 paragraphs)
References (in APA style, see outline in the approved style guide)
The paper must be ten to twelve double spaced pages of text including the Appendix paragraphs, plus a cover sheet and a reference page, and must follow the guidelines in "Writing the Summary Paper" (see below).

Writing the Summary Paper
The Summary Paper:

Must be ten to twelve double-spaced pages in length and formatted according to APA style as outlined in the approved APA style guide.  Title, reference, and any exhibits or appendices are not counted in the paper length.
Must include a cover page that includes:
Title of Paper
Student's name
Course name and number
Instructor's name
Date submitted
Must include an introductory paragraph with a succinct thesis statement.
Must address the topic of the paper with critical thought.
Must conclude with a restatement of the thesis and a conclusion paragraph.
Must use APA style as outlined in the approved APA style guide to document all sources.
Must include, on the final page, a Reference List that is completed according to APA style as outlined in the approved APA style guide.
Carefully review the Grading Rubric for the criteria that will be used to evaluate your assignment.

Required Textbooks

Clow, K. E. & Baack, D. E. (2012). Integrated advertising, promotion, and marketing communications (5th ed.). Upper Saddle River, NJ: Prentice Hall. ISBN 978-0-13-253896-1.


Required Journal Articles

The following articles can be found by clicking the Library link in the left navigation bar. Select the ProQuest database from the table and search by author last name and article title within the database. 
How to...pitch a blog. (2006, August 28). PR News, 62(34), 1.
Using blogs as part of a public relations and online marketing strategy

Breaking (some of) the rules during a crisis. (2006, August 28). PR News, 33(63), 1.
This article examines crisis communications is an important, if little known, part of PR that plays a big role in corporate image preservation.

Bush, M. (2006, August 14). Champions of consumer PR. PRweek (U.S. ed.), 9(32), 16.
Building PR campaigns around specific, memorable events in consumers' lives.
 
Dalgleish, S. (2005, January). Sell the sizzle or sell the steak? Quality, 44(1), 26.
This article looks at emotional vs. logical marketing approaches in advertising.

Giovis, J. (2006, September 25). Businesses make 'friends': MySpace clicks with retailers using site to create a buzz, boost in-store sales. Knight Ridder Tribune Business News, p. 1.
This article helps readers how businesses are trying to channel new customers through the use of their profiles on MySpace.

Green, H. (2006, September 18). YouTube: Waiting for the payoff. Business Week,(4001), 56.
This article looks at the most popular new video collection site on the Internet, and the problems it has making money despite its enormous popularity.

Garfield, B. (2006, September 18). An illogical spot, but an unforgettable campaign . Advertising Age (Midwest region ed.), 77(38), 67.
This article looks at the logical and emotional ways a stunning pro-bono campaign used 9/11 memories to spur action by its target market.

Hamilton, N. (2006, September 4). Today's media relations rules. PRweek (U.S. ed.), 9(35), 14-15.
This article examines integrating new technologies into media mix, including cell phones and the Web.

Nolan, H. (2006, September 4).  Today’s media relations rules.  PRweek (U.S. ed.), 9(35), 14-15.  This article looks at Integrating new technologies into media mix, including cell phones and the Web, and will assist you in completing this week's assignments.
 
Ovaitt, F. (2006, September 18). Tip sheet: In an eventful time, what's the sponsor's ROI? PR News, 35(63), 1.
This article examines at ways to evaluate a successful PR event from a quantitative viewpoint.

Zeelenberg, M. & van Putten, M. (2005, August). The dark side of discounts: An inaction inertia perspective on the post-promotion dip. Psychology & Marketing, 22(8), 611-622.
This article looks at research on loss of sales after promotional discounts end.

Useful Websites

Integerated Advertising, Promotion, and Marketing Communications compaion site: www.prenhall.com/clow

MarketingProfs: a site containing thousands of specialized marketing articles: http://www.marketingprofs.com

The American Marketing Association: http://www.marketingpower.com

The Council of Public Relations: http://www.prfirms.org

The Public Relations Society of America: http://www.prsa.org

The Direct Marketing Asscociation: http://www.the-dma.org

The Promotion Marketing Association: http://www.pmalink.org

The Outdoor Advertising Association: http://www.oaaa.org

The Leo Burnett advertising agency: http://www.leoburnett.com

DDB Worldwide: a major international ad agency: http://www.ddb.com

BBDO Worldwide: a major international ad agency: http://www.BBDO.com

Grey Global: a major international ad agency: http://www.grey.com
OMM615 Grading Rubric
Assignment: Summary Paper
Focus of the Summary Paper
The ten- to twelve-page Summary Paper should demonstrate understanding of the reading assignments as well as the
discussion points. The purpose of this assignment is to integrate the concepts studied in this course into a cohesive and
comprehensive paper.
 
The Summary Paper will be entitled “An Integrated Marketing Strategy for ____.” You will fill in the blank with a brand
name of your choice. It may be an existing or a new brand. Your goal in writing the paper is to integrate theories and
concepts from the textbook and readings into your own ideas to create specific marketing ideas to promote the brand
(product or service) with a particular target market. The papers you write each week will help you to prepare to create
your Summary Paper. Your paper will have the following sections. Each section except the Overview, References and
Appendix must be at least one page in length.
 
1. Overview / Executive Summary
2. Product or service description, and desired brand image
3. Target market, including buyer motivations, demographics & psychographics
4. Overall marketing strategy, including positioning strategy vs. competitors
5. Advertising campaign, including description of one advertisement
6. Public Relations campaign
7. Promotions campaign
8. Internet marketing campaign, including web site and use of e-mail
9. Direct marketing campaign, including Customer Relationship Management
10. Appendix
11. References (in APA style, see outline in the approved style guide)
 
The paper must be ten to twelve double spaced pages of text including the Appendix paragraphs, plus a cover sheet and a
reference page, and must follow the guidelines in “Writing the Summary Paper” (see below.)
 
Writing the Summary Paper
The Summary Paper:
 
ƒ Must be ten to twelve double-spaced pages in length and formatted according to APA style as outlined in the
approved APA style guide. Title, reference, and any exhibits or appendices are not counted in the paper
length.
ƒ Must include a cover page that includes:
- Title of Paper
- Student’s Name
- Course name and number
- Instructor’s name
- Date submitted
ƒ Must include an introductory paragraph with a succinct thesis statement.
ƒ Must address the topic of the paper with critical thought.