Content Prep- Generating Engagement and Demand

Please use these questions to guide your preparation.   You do not need to turn in your answers

[UConn] = requires a UConn NetID to access.  [HBS] = in HBS Course Pack for course

Required Content

[UConn] Avery & Teixeira (2016) Marketing Communications (sections 2-1, 2-2, 2-3, 2-4)

  • Section 2-1 “Marketing Communications Strategy”
    • Describe the six components in the 6M model of marketing communications and map them into the three broad phases of a marketing communications plan.
  • Section 2-2 “Strategic Intent: Mission and Market”
    • Explain the three different consumer responses that marketers try to create with marketing communications?  What is the desired effect of these responses?
    • Explain what it means for an audience (the “market” in the 6Ms) to be characterized as “passive” or “participatory”.  What is the implication for marketers?
    • Explain how “push” vs “pull” marketing campaigns differ in strategic intent (mission and market).
  • Section 2-3 “Strategic Execution: Message and Media”
    • Explain the classification of media as “inbound vs outbound”, “mass vs addressable”, “synchronous vs asynchronous”, and “paid, earned, or owned”
    • Apply the above classifications to the seven different types of  media described in the reading: advertising, direct marketing, sales promotion, personal selling, public relations, events and sponsorships, social media.
    • How would you apply these classifications to web content? mobile app content?
  • Section 2-4 “Strategic Impact: Money and Measurement”
    • Describe the two important elements of measuring the effectiveness of marketing campaigns and the frequent metrics used to measure these elements

    McKinsey (2012) “Demystifying Social Media”

    • Explain McKinsey’s functions of social media for marketers.
    • How do you think McKinsey’s functions of social media differ from the mission of other marketing communications media in connecting with consumers on their decision journey?

    (Optional) Gallo 2017 “A Refresher on A/B Testing” HBR