Course Policy Questions

Paid Media Marketing Overview

• Introductions, course overview, assessments, and introduction to Paid Media will be covered.
• The instructor is Rina Kazavchinski; the instructor's email is to come.
• Academic honesty and integrity are necessary cornerstones to excellence in academic and professional business activities.
• Students are expected to conduct academic affairs ethically.
• Cheating on exams, unauthorized collusion on assignments, uploading assignments/tests to third-party websites, and plagiarism will not be tolerated.
• The "Student Code of Conduct and Academic Honesty Policy" must be reviewed.

Classroom and Instructor Policies

• For the classroom, cellphone use and disruptive conversations during instruction are not tolerated.
• Communication with the instructor will be through the college email only
• The instructor will respond within 24-48 hours during business days
• Assignments will be marked within 10 business days after the official due date

Missed Tests/Assignments

• Tests must be written during the scheduled test time.
• Students are required to contact their professor within 24 hours of a missed test, and email messages are an acceptable form of contact.
• Failure to comply will result in a mark of zero for that test.
• With communication, students' absences may be permitted for a make-up test which is at the professor’s discretion
• Accommodations can only be made for one missed test per course; after one missed test, subsequent missed tests will be given a grade of zero.
• Everything will be on the D2L platform.

Course Evaluation and Breakdown

• There will be three quizzes worth 25% of the final grade, a midterm exam (30%), a case study (15%), and a final exam (30%).
• Students will receive feedback/results of all tests and assignments within two weeks of the due date except in unusual circumstances.
• Late assignments, even by a couple of minutes, will lose 10% a day for 5 days before receiving a grade of zero.
• Tests must be written during scheduled test time.
• Students must contact the professor within 24 hours of a missed test.
• After one missed test, further missed tests will be assigned a grade of zero.
• Tests and assignments must be submitted by the start of class time on the due date.
• If a test or assignment is missed for a justifiable reason such as medical, legal, or bereavement, documentation will be required.

Learning Outcomes

• Develop an integrated marketing communications plan for a product using paid media.
• Employ market segmentation strategies and paid media targeting tools.
• Measure a paid marketing campaign’s results and identify strategies for an integrated marketing communications plan.
• Describe the process for programmatic buying and real-time bidding.
• Explain challenges and strategies to address paid media developments like click fraud, ad blocking, and brand safety.

Course Topical Outline

• Week 1: Introduction to Paid Media (overview of course, introduction to paid media, strategic applications, and types of paid media).
• Week 2: Media Planning and Management (online ad formats and LEAN ad standards).
• Week 2: The role of landing pages, tracking technologies, business objectives, and campaign management processes).
• Week 3: Targeting (market segments, customer targeting tools, and retargeting).
• Week 9: Forecasting Results
• Week 10: Introduction to Google Ads
• Week 11: Paid Social Media
• Week 12: Retail Media Networks
• Week 13: Video Ads
• Week 14: Challenges
• Week 15: Final Exam
• Readings, videos, reflective thinking, tasks, and collaborative sessions may be used for online learning activities.
• Live lectures occur weekly, but not all materials may be covered. Supplemental learning activities in D2L or Brightspace will be used.

Digital IMC Media Mix - PESO

• A digital IMC (integrated marketing communications) media mix includes paid, owned, earned, and shared media
• Owned media: Media, content, assets, and platforms owned or controlled by the brand, examples are websites and mobile apps
• Owned media: Email is a hybrid of owned and paid media.
• Earned media: Brand presence gained through influence (e.g., word of mouth, social media likes, shares, reviews, memes, and fanfiction).
• Shared media: Organic social media built on curated content, reviews, forums, and online communities.
• Paid media: Advertising channels the brand pays to deliver their message, consisting of TV, Radio, Print, Out of Home, Display Ads, Paid Search Ads, Native Ads, Video Ads, and Shopping Ads.
• Paid media is low in trust, high in scale and cost, and provides predictability.
• Earned media is high in trust, medium in scale, low to medium in cost, and does not provide predictability.
• Shared media is high in trust, low in scale, low in cost, and does not provide predictability.
• Owned media is low to medium in trust and cost, low in scale, and provides predictability

Paid Media's Role

• Its role is to drive traffic to the organization's owned sites, increase awareness, generate interest, and motivate action
• Effective paid media showcases the right advertising creative to the right people, at the right time, and at the right cost to drive a change in attitudes or behaviors

Paid Media Benefits

• Guaranteed delivery and control of the message
• It matches the message to the audience through targeting/retargeting.
• It controls who sees content and is predictable to reach the wanted people without advertisers knowing.
• It gets owned content seen in a saturated online space, and onto a buyer's menu
• It can upsell and cross-sell with more reach, and is affordable and measurable.
• Benefits being easy to test/split test and scale

Advertising Ecosystem

• Brands/Advertisers: Pursue a marketing objective
• Advertising Agencies/In-House: Focus on buying media and creating campaigns.
• Ad Networks/Exchanges: Facilitates publisher ad placement.
• Publishers: Monetize their audiences
• Ad Platforms: Delivered through gaming, games, social networks, mobile, audio, video, and out-of-home sources
• Mobile ad spending is growing rapidly and now has greater revenue share than desktop formats
• Traditional channels are out of home, print, radio, TV, and telephones.
• Paid digital media channels include search, display, social media, retail media, podcasts, games and connected TV

Ad Campaign

• Ad campaigns are intended to achieve a marketing communications objective that create awareness, encourage consideration, or drive conversions that revolve around a single message.
• The basic elements of a paid campaign are marketing objective, target market, advertisements, landing page, and conversion.
• The critical project path of a campaign involves creating a campaign plan, initiating the plan, executing, monitoring, controlling, closing, and reporting. Key factors in Great Campaign Planning;
  • Based on clear Marketing Communications Objectives
  • Fueled by great knowledge of your target market
  • Steered by placement in the right media
  • Ignited by an attention grabbing creative idea
  • Controlled by measurement

Consumer Decision Making Model + Paid Media

• Marketing Communications Objectives & Target Audience Intent combine through the Consumer Decision Making Model
• Model includes Awareness -> Interest -> Evaluation -> Purchase -> Product Use -> Engagement -> Evangelizing
• Model can also be described as Awareness -> Interest -> Desire -> Action
• Google describes it at Awareness -> Consideration -> Conversion
• Marketing Communications Objectives for paid media include acquiring awareness, and then engaging for the final convert/sell
• Decisions for campaign planning: goal/objective setting, selecting target audience, defining the message, and identifying key performance indicator (KPI) metrics

Client Example

• Drive Brand Recall & Product Awareness
• Drive interest by introducing Revanesse Lips & Versa products to clinicians and practitioners and extend to their clients

Deliver - During Conversions

• Support Revanesse’s sales team by generating leads where you employ digital lead-generation ads with CTAs stressing the benefits of the products

Deliver - During Conversations

• Create interest by driving conversation through tactics that engage and inform.
• Provide content to support the clients by advising to the nurse injectors, doctors, and aesthetic providers who can recommend Revanesse to their clientele
• Use content that speaks to HCPs' needs that will highlight Lips and Versa's RTB's

Facebook and Instagram Ad Performance

• It has achieved an excellent CTR of 1.14%, 118% higher than the CTR rate of our Lips campaign
• Strategy of featuring patient testimonials is resonating very well and resulting in goal-oriented clicks in general

Digital Spend:

Worldwide Spend:

• Estimated total for 2024 $645.80 Canadian Spend:
• Estimated total for 2023 digital advertising spending in Canada at approximately 14.72 billion Canadian dollars
• A 10% increase from the previous year

Points to consider when Summary

• Paid Media are media (both digital and traditional) that can be brought together - in order to deliver a message to specific clients
• Billions of dollars are spent each year in Canada to purchase Digital Paid Media to deliver marketing messages (consider whether these are effective!)
• Google use to be the largest market in this sector but recently it has become Facebook that are rapidly gaining recognition (a great way to appeal to a wider range of audiences)
• Paid Media can also provide insight and further details through customers journey from awareness to conversion

Overview of tasks for next week

Tasks required for the assignment will be:

• To read the Course Outline
• Read the overview / important dating to track to ensure you aren't late with your work.