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Defunct Guidesheet: Ch. 17, 18, 19 & 21

GS3 W Ch. 13, 15, 18, 19, 21
by

William Diamond

on 24 March 2016

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Transcript of Defunct Guidesheet: Ch. 17, 18, 19 & 21

Chapter 21: Interactive and Multichannel Marketing
Chapter 19: Social Media
Chapter 18: Advertising and
Sales Promotion!

Chapter 13: Pricing 1
Overview
By now, you know what to do!
(Old) Facebook: TARGETING
Guidesheet 3: Chapters 13, 15, 18, 19 & 21
Our text talks about value. It gives us a chance to look at this video from Dollar Shave Club--which is really providing value. Twenty Million hits!
VALUE!
Pricing Objectives

Here's a short video:
https://www.dropbox.com/s/nlqngafgtta6f4z/Chapter%2013%20Pricing%20Objectives%202.mp4?dl=0
Pricing Constraints
Here's a short video on pricing constraints:
https://www.dropbox.com/s/8tu3gvre5yrhesj/Chapter%2013%20pricing%20constraints.mp4?dl=0
PSYCHOLOGICAL PRICING PUZZLES!
Here are some cool psychological pricing puzzles, that make some interesting points!
https://www.dropbox.com/s/umc8f1gwckh9yq5/Chapter%2013%20pricing%20puzzles.mp4?dl=0
The Washburn Guitar Case:
Please view this video case. This version is from a previous version of chapter 13, but it's very similar and more complete than what's in your edition. In the last two minutes, they make the important points about segmentation and pricing that I want you to see--but listen to the whole case...it's about 11 minutes.
https://www.dropbox.com/s/5lb1p4dgmdolwti/Washburn%20Guitar%20case%20from%20old%20version%20of%20chapter%2013.mp4?dl=0
Marketing and the Demand Curve: Listen to this before you view the Washburn Case!
https://www.dropbox.com/s/z9yck6vawoq6isr/Marketing%20and%20the%20demand%20curve.mp4?dl=0
Comparison or Comparative Ads
https://www.dropbox.com/s/u3apz40xa0ohp2n/Chapter%2018%20Comparison%20Ads.mp4?dl=0
Advantages and Disadvantages of Advertising Media
Superbowl Ads?
https://www.dropbox.com/s/az6tpbw7sz9jq69/Chapter%2018%20superbowl%20ads.mp4?dl=0
Sales Promotion!
https://www.dropbox.com/s/75u53omxca80ht5/Chapter%2018%20Sales%20Promotion.mp4?dl=0
Google AdWords!
This is a video that will give you the spirit of Google AdWords. Note how targeted you can be!
It's really worth reading...
Assessing the Ad Program
, around page 489
(Old) Facebook: CONTESTS
Old Facebook: PLACES
TRENDS (2): Visual Marketing
for Facebook
Resources from Facebook!
TRENDS (3) If you don't agree with me about the importance of visual marketing on social media, watch this!
Here's something old, but I think it's worth remembering: the incredible targeting power of Facebook ads!
https://www.dropbox.com/s/o3jj6iiw7at204s/Chapter%2019%20Targeting%20with%20Facebook.mp4?dl=0
https://www.dropbox.com/s/7g0rxkkx74su3e7/Chapter%2019%20Facebook%20contests.mp4?dl=0
https://www.dropbox.com/s/ny2pr0bceapb3vo/Chapter%2019%20Facebook%20Places.mp4?dl=0
I think you should read this article about visual marketing for Facebook. The LAST paragraph says: "The instant gratification the Internet offers has made us an impatient, visual lot. The modern day user has the attention span of a fruit fly, so the hope that people will read long articles about your brand is long gone. Even a small blurb of text can’t compete with the instant appeal of visual content. Facebook has cashed in on that principle, and now you have the tools to do the same."
https://www.socialmediaexplorer.com/social-media-marketing/a-quick-guide-to-visual-marketing-on-facebook-for-2016/
https://www.periscope.tv/
NEW TRENDS (1)
This is what FORBES says are the top social media trends for 2016! I am particularly interested in the first 5!
http://onforb.es/1iWRpw0
Facebook has an resource called "boost your business." It comes to various cities. There will be an online "virtual conference" in 2016. Here are the top questions and answers from "boost your business!" THESE ARE REALLY COOL!
https://www.facebook.com/business/news/top-questions-and-answers-from-boost-your-business
For more general information about using Facebook for Marketing, read:
https://www.facebook.com/business/
Interactive Marketing started with Direct Mail
aka "Junk Mail." Of course, this remains a huge means of promotion. But now, online and social media are part of multichannel marketing (see the shoe designer at
http://www.reebok.com
mentioned in your text!
https://www.dropbox.com/s/rut01f86jefwbov/Ch.%2021%20Cross-channel%20shoppers%20and%20multichannel%20shopping.mp4?dl=0
https://www.dropbox.com/s/00trq3rswcaq5af/Chapter%2021%20Multichannel%20Sierra%20Trading.mp4?dl=0
To go even further, beyond multichannel marketing, look at the Direct Marketing News Essential 2015 Guide to OMNICHANNEL Marketing:
https://www.dropbox.com/s/1uc68o0nseea2ra/Essential%20guide%20omnichannel%202015.pdf?dl=0
OMNICHANNEL?
A Good Multichannel Site: Liberty Travel
https://www.dropbox.com/s/3q9phnsmiyisj7k/Chapter%2021%20Liberty%20Travel.mp4?dl=0
ONLINE BRAND COMMUNITIES:
the several HARLEY Brand communities!
https://www.dropbox.com/s/76nweoeuwcgjdm5/chapter%2021%20Harley%20Brand%20Communities.mp4?dl=0
The Multichannel Problem!!!
Here is the basic issue: getting online (clicks!) and physical stores (bricks!) to work together for you. Note Best Buy's dilemma!
Here's an example of all channels working together: Sierra Trading Post!
Use materials from this guidesheet and the associated chapters for discussion 3!

I am looking forward to seeing you put the material into practice!
Full transcript