Advertising and Promotional Strategy Class Notes where we learn about
marketing
advertising
paid promotions
promotional strategy
business
influencer marketing
social media marketing
SEO
10 bonus questions will be primarily based around the social engagement piece (like the social media)
(numbers and how you get to the percentages – its not in the book, its from the class)
For the project put photos and graphs “as per appendix a.” and then put it at the end??
Petchukutcha – presentation format – if we try really hard, then we get an automatic A (each slide is 20
seconds, and 20 slides total. 6 min 40 seconds in total. Set it up and focus on one specific campaign you
are focusing and going deep on the one you like the most…but do make sure you have like 2 slides
setting up the company and situation…presentation doesn’t have to mirror entire report. Almost no text
on slides, hitting your cues, slide timer).
Song lyrics – look through my already listening to youtube like elvis and such – can do up to 10
“mourning you like 8a.m.” – the link is in moodle – easy extra credit
Send him the screenshot of the extra credit from the email he sent in the summer
Press release:
Fact pages are really important – the thing he does the least but regrets not doing the most
If you are sending it to them early and you don’t want it to go out yet you have to write “embargo until
__date___”
Can send the same press release to multiple people
EPK = electronic Press kit (same thing but online)
Includes things like headshots, high res logos, their story, bio or background about each person
involved, team photo, story ideas, facts about the company (# of employees, locations)
How to write a press release (shouldn’t be over 600 words):
Title 1: the main story line
Title 2 (some support story) (either title 1 or 2 needs to be pointed. And the other needs to be
interesting or funny or clickbait-y)
Paragraph 1 – just facts: who, what, where, when, why
o E.g. “November 1, 2019 [Santa Monica, ca]………” then keep writing
Paragraph 2 – quote. Commenting on why this story is relevant and this news piece
Paragraph 3 – support info backing up the story. Reinforces the title, straight facts, things that
make it interesting. Why its relevant.
Then write “###” (means it’s the end of the press release)
About -- (the boilerplate), company name. two or three sentences about company.
Campaign brief:
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