Getting CMOs on the IMC train ASAP

Over the past weeks we have delved deep into the world of integrated marketing communication. The point of an IMC is to combine strategy, online marketing and offline marketing to reach your target audience in an effective manner with a consistent tone and message. This relatively new type of marketing (references about integration go all the way back to the 1990’s) is becoming the standard by which all new marketing plans are being measured. However according to Steve Olenski a contributor to Forbes Magazine and marketing guru, CMOs are still not doing it correctly.

‘“The need to strive for greater integration is considered inevitable by many, although the means by which such integration may be achieved is uncertain.” Inevitable by many indeed yet so many, far too many, have yet to figure out the means to achieve it.’     –Steve Olenski

So what are these CMO’s missing? According to David Aldridge a writer in Direct Marketing News, “Integration is not a dreamland of endless possibilities with revolutionary marketing results at the end of a rainbow. It’s an ongoing process made up of many discrete but valuable steps, each contributing to the greater cause.” He effectively called integration a fantasy land. What is causing this disconnect?

It seems that some people are stuck in the past. Many older people especially higher ups in smaller companies view Integrated Marketing as a space they just can’t understand. A solution to this misinformation is simply education. There are many IMC and Social media experts around the country teaching seminars to these businesses so they don’t get left behind. Some examples are

With an ever increasing number of CEOs and CMOs starting to “get it” I have to wonder if  the online marketing will start to become white noise.

Michael Park




Apple iOS 7 Icon Design


This week in class we had a guest speaker come in and speak about the more creative side of marketing. He challenged the class to take apart and really analyze the elements of an iPhone ad. It was probably an activity most students were uncomfortable with and just didn’t have a lot of prior experience with. A lot of times business students don’t see creativity as one of their strong points, but with strong branding becoming such a driving force in the consumer market it’s important to find new innovative ways to do things.

Like our speaker in class said today, Apple is one of the companies with the strongest branding. Their simplistic and clean design is how they are easily recognized and with their new iOS 7 upgrade coming in the fall it looks like they’re pushing it one step further. There has been a lot of buzz around the new home icons where they have gone in favor of a light new color way and a flat iconic feel.

And who was behind the design of the new aesthetic? It might come as a surprise that it was actually the marketing and communication department at Apple rather than the design team. Only after the team set the look and color palette did the design team take over using those palettes as a guide (TNW).

This is an excellent example at how creativity doesn’t have to come strictly from the creatives. Creativity and great ideas can come from all sectors of a business and each person has the ability to think of something new and innovative.

“Creative thinking is not a talent, it is a skill that can be learnt. It empowers people by adding strength to their natural abilities which improves teamwork, productivity and where appropriate profits.”

— Edward de Bono

Tami Vergara is a student at the University of Oregon

Infamous Informercials


Kylie Ogata

twitter: @Kqlie


Discussing direct marketing in class and the different ways to accomplish this has brought informercials to my attention.  Informercials are long advertisements that looks like a talkshow or product demonstration. They can range from 2 to 60 minutes. A few elements to a successful informercial are same-day responses, frequent closes and testimonials.

I personally thought informercials were a weak tool of marketing because I believed people (including myself) never paid any attention to them. However, as I look more into it, they in fact, can be quite successful if done well. For instance, an informercial known for its success is Vince Offer who is the pitchman for demonstrating a product called the Slap Chop. The Slap Chop is a culinary device that makes chopping and mincing easy by simply pressing down a button on the top of the device. It makes chopping effortless and easy. Below is a Vince Offer Slap Chop infomercial.  Watching this informercial even made me want one.  I feel there are several reasons for this. First off Vince has charisma. He’s energetic, positive and engaging. He is a very likeable guy and is interesting to listen to. Secondly, he demonstrates the product well because he puts the product in a lot of various scenarios.  He uses it for fruits, veggies, nuts…breakfast, desert, lunch etc. No doubt he demonstrates some sort of scenario that will catch the interest of any viewers. He says phrases “stop having your tuna look boring!” when studies have proven that tuna sandwiches are the source of boredom in peoples lives. Also he says cheesy but effective lines such as “slap your troubles away!”. As cheesy as it sounds, people like the thought of of just slapping their troubles or problems away. He makes it sound like an asset that’s going to make your life easier; people want that. Not only does he show the ease of use but the ease of cleaning and maintaining the product.




Holiday Search Marketing Campaigns (Mktg 420)

Name: Hai Liu

Twitter ID: KennyLiu15


I recently find a interesting phenomenon: Some web pages show the ads that is about the products that I recently searched on the Google. Thus, I googled that. The result turns out that what I searched on the google would be recorded. I still don’t know how does it exactly work but I feel like this is really a very powerful marketing tool.

Suppose we are going into the holidays and if you are anything like me you know that you will need to buy cards and gifts for friends, associates and family.

Google trends shows just a few of the trending holiday search terms that show up in November and December.

One of my favorite seasonal topics is recipe related search terms. The Google trends data shows how the spikes for recipe terms take off during the holidays.

This trending data really comes home when we look at our modern society, especially for those of us in the North America, is faced with the pressure of gift giving. It is even true when there is not enough in the family budget to give a gift to everyone on the list. Not surprisingly, this pressure works to the advantage of numerous retail businesses. Modern retailers use this pressure to help market the latest releases of everything from games to shoes.

A retailer can use keyword trending data to optimize ads and webpages to improve the performance of paid and organic search campaigns. The brand BestBuy is a great example since they are a leading marketer of consumer technology products. If BestBuy wants to develop a marketing campaign around TVs they can use the Google Adword tool to inform them about the keywords that performed the best over the last 12 months.

Google Adwords Broad Match TV Keywords

The “broad match” keyword data shows the volume for these keywords is enormous and is highly competitive. The local trending data which is the nice graphic to the far right of the table is simply showing how the search demand (search traffic) for each keyword has changed over the last 12 months.  The trending data over the last 12 months helps the SEM (search engine marketing) professional to see what keywords have the most traffic and the highest CPC (cost per click).

Here is the video about how marketers use the Google Trend.

Group 1 Twitter Conversation: Marketing 4 Kids


Our Twitter conversation was unable to happen during class time due to some confusion, so we decided that we were going to engage the Twitter community about the topic of marketing to children. Before starting our conversation we did not know much about the topic of marketing to children and we realized it brought up a huge dilemma. Is it ethical to market to children? Some say yes, and some say no. We don’t think that this is a problem that will ever truly be solved, but it was interesting to find that some large corporations such as Coca-Cola are no longer marketing to children. On the other side, there is a child abuse billboard that only markets to children who are short enough to see a specific image on the billboard that adults cannot see. The billboard tells children what to do if they are being abused. These two examples are reasons why the dilemma of marketing to children may never be solved. In our twitter chat we brought up several articles that go further about these issues, for example goes on to talk about the effects of marketing to children. It brings up several important topics such as the amount of actual show time vs. commercial time, also the development of a consumer at a young age, and my favorite how movies promote positive things like Shrek for instance promoting physical activity. Another article we shared was how Coca-Cola stops marketing to kids under 12 globally ( Coca-Cola has decided that it will, “support programs that encourage physical activity and no longer market to kids younger than 12.” Part of the reason for this decision is Coca-Cola has often been the center of blame for obesity because of their sugary drinks and they have been more aggressive in trying to convince customers its products can be part of a healthy lifestyle. As we can see with Coca-Cola there is much commotion whether or not to market to children. There are many positive things that can benefit from marketing to children, yet there are also many negative sides to it. Our twitter chat heavily discusses different opinions around the globe on this topic, and gives many different examples. And if you go to #mktg4kids you can see the different sides taken and share your thoughts and opinions on marketing towards children with us.

PR crisis: 360 VS. Tencent

Yiwen Yu (Even)


In 2010, there was a huge dispute between two of China’s most successful Internet service company and they took their grudge towards each other to the public. These two parties were Tencent and Qihoo that will be introduced as follows.

One party is the Tencent Holding Limited, which is the largest and the most successful Internet service company in China, providing mass media, entertainment, Internet and mobile phone value-added services and operate online advertising services.A1 Tencent’s well-known instant messager, Tecent QQ, is the world’s largest online community and has 612.5 million active users.A2 The other party is Qihoo. It is an Internet security service provider whose “360 safeguard” came to be China’s No.1 security software within the first year after launch, covering no less than 75% of China Internet users and thus becoming the second most popular desktop client software. Also, it capitalize on its 300 million clients base and develops free anti-virus software, browser etc. and achieves success as well.A3

Basically, they are not competitors. But Tencent sued 360 for unfair competition, claiming that 360 violated the account users’ private security. 360 denied that and also claimed that Tencent obtained a huge amount of profits by scanning accounts’ users’ hard disk. Both of them called names through desktop pop-ups. During the warB, some monitor tools like Microsoft Process Monitor, Comodo and AVG discovered that QQ was not normal chatting software. Especially AVG reported QQ as a spyware. Then many QQ users said that their QQ had been installed a third-party advertising plug-in unit. On the side of Tencent, it united other IT companies to issue a joint sstatement boycotting 360, which were Baidu, Kingsoft, Maxthon and Keniu. Those are the biggest Chinese searching engine provider, a famous professional security software provider in Chinese domestic market, a professional and popular browser producer, and a new security software producer, respectively. It seems like that Tencent’s preparation was very comprehensive. However, in this battle array some companies’ tools or software were not as good as 360, which helped 360 gained more supporters. This situation directly caused QQ lost about 60% users. Ultimately, Tencent decided not to be compatible with 360 and asked users to make the only option between QQ and 360. As a result, a majority of users chose 360 and transferred to using other instant messengers such as MSN. Simply, Tencent lost the game.

Based on the specific information about the war listing as Appendix B, I think Tencent didn’t handle well with this problem in the PR crisis.

  1. Tencent PR team didn’t react at a right timing. They did not try to solve the problem completely at the beginning of the war, instead, kept attacking 360 and was not honest about their own products.
  2. Tencent PR instrumentality created serious lapses in the union with other companies. Because some members of its union were 360’s defeated opponents, the users would definitely supported 360 more than Tencent.
  3. Tencent PR team only published two letters to explain the problems that 360 mentioned to the public. However, writing letters were too simple to gain trusts from users.
  4. Tencent PR team gave a press conference to the public, but what is funny that the manager of PR department cried in the conference. First, it shows obviously the failure of the PR team because what users or the public needs were the explanation. They must be professional to deal with the problem, not in this way. Also, it showed how fragile the team was. Any one will suffer stresses, especially successful people. It is related to a large company reputation. How come a manager of the PR department couldn’t undertake the responsibility and solve the problem positively as a good leader.

In short, Tencent’s market capitalization is currently the world’s third largest Internet company. It had the opportunity to become one of the high-end level enterprises like Microsoft, Google and Apple. But with the rapid growth and development for these years, it was short-sighted in profit earnings and ignored the enterprise’s own brand image, which led itself to be farther and farther away from Microsoft, Google and Apple.

Appendix A

1 Biographical Dictionary of New Chinese Entrepreneurs and Business Leaders:


3360 vs QQ, Internet security company picks fight with China’s NO. 1 software giant:

Appendix BA3

The war:

Oct 11th, 360 released China’s first “privacy protection white paper” to account for its recent new software “360 privacy protector”. 4 hours later, Tencent declared in the name of “QQ product team” that 360 was discrediting QQ, and unprecedentedly push the message to its 100 million online QQ users through pop-outs. The fight leads to Tencent prosecuting 360 in form for unfair competition. In turn, 360 released 3 comments on the lawsuit, saying will begin countercharge Tencent for defaming 360 with pornography connection and blocking the downloading page of “360 privacy protector”.

QQ pop-up (upper) says:

“QQ Product Team’s official Statement: Recently one company launches privacy protector, framing QQ spying on users’ private files. We hereby asseverate that Tencent always values privacy protection, and never spys on users’ privacy. We urge users to keep clear mind to distinguish wrong from right, do not fall for one company’s security threatening trap.”

360 pop-up (lower one) says:

“360 Was Revenged upon by Tencent for Protecting User Privacy: Since 360 privacy protector exposed QQ’s suspicious spy on user privacy, 360 has been revenged upon by Tencent’s whole network pop-ups. Latest evidences show that QQ in the disguise of “Super blacklist” has been scanning users’ hard drives as a way to make huge profits.

Tencent’s thirst for profit is not limit to this. According to media exposure, Tencent CEO Ma Huateng is worth nearly 30 billion yuan, yet he still claims housing allowances.”


Tracing a few years back, we can see how one thing leads to another, and come to understand what the fuss is all about.

In late 2006, Tencent launched QQ Doctor 1.0, a small anti-Trojan tool to protect QQ user account. But as 360 grows into the country’s second popular desktop client, Tencent smells threat.

Jan 21st, 2010, QQ Doctor 3.2 launched with an interface that assembles 360 safeguard. Meanwhile, it was giving out half-year free trial of Norton Anti-Virus. According to 360, QQ Doctor forced its way into approximately 100 million computers overnight, market share skyrocketed to 40% during the Spring Festival.

360 was sensitive enough to call back some of its employees on Spring Festival off to counter QQ’s sudden challenge. Soon, 360 Safeguard users was reminded that “the debug plugin installing by QQ Doctor bears danger, stopping installation is recommended.”

Due to 360’s quick reaction and QQ Doctor’s premature launch, many people uninstalled QQ Doctor, making its market share drop below 10%.

May 25th, 2010, founder of 360 Zhou Hongyi wrote over 40 posts on his own Netease Weibo (tweeter), telling the bitter story between 360 and Kingsoft (another anti-virus software). Pissed Kingsoft sued 360 who in turn crossed action. And ranting goes on and on between the two. Seeing the two fighting, Tencent captured the opportunity to secretly upgrade its QQ Doctor to 4.0 and switched its name to QQ Computer Keeper, which added all of 360’s popular functions such as cloud anti-Trojan, plugin clearer etc. The user experience it created was almost the same as that by 360.

During the mid-autumn festival break in September, many QQ users noticed that their QQ Software Manager and QQ Doctor were upgraded to QQ Computer Keeper without any reminder. Though there is no solid data to tell exactly how many installation/upgrade, the act is said to raise the market share of QQ Computer Keeper in scale.

Covering 360 Safeguard’s main functions such as security protection, system maintenance and software management etc.,  and with QQ’s unbeatable user base, the upgraded QQ Computer Keeper is believed to pose direct threat to 360’s survival in the field of Internet Security.

Again, sensitive 360 reacted immediately. On Sept 27th, 360 launched its Privacy Protector to go face to face against QQ by reminding users that “some” chatting software was spying on client system’s private files and data without consent. The Privacy Protector also claimed that it can monitor and expose such unethical behavior of QQ.

Pending result:

And that is how the war breaks out. 360 brings the issue of privacy to the public and successful triggers netizen’s concerns and panic about QQ client software. According to an online survey conducted by Netease, 60% out of 3140 netizens choose to uninstall QQ software first when QQ and 360 have conflicts living on their desktop. (The poll starts from Sept 27 till now.)

The war between 360 and Tencent QQ actually reflects the fierce competition to conquer user desktop. Tencent has 600 million loyal users, it wants to finish 360 through packaged installation; whereas 360 holds its “security” shield to undermine QQ’s loyalty base by using user’s fear. However, who wins the client terminal war is not very important to us users, all we hope for is peace for our desktop.

Another resource for using QQ, one of the most popular chat/social media tool in China! pretty cool!!

Sales promotions across different countries

Joseph Aborah

Sales promotions across different countries

Sales promotion is one of the seven aspects of the promotional mix. Sales promotion could be seen as a way for companies to entice customers to buy their product or use their services. A lot of times they would give out coupons, discounts, freebies, contest etc. to have customers choose their products instead of the competitors.

Being an international student one of the first things I do when I see something is compare it to how something of  similar kind would be back home. I do this with everything even promotions. In the United States you see promotions almost everywhere. This is the same thing in the Netherlands (my home country). Just like with the United States you see promotions everywhere and besides the language it is almost the same.  Here I have an example of two stores: Bestbuy and Mediamarkt.

Although the stores are in different countries they sell the same kind of products (mostly electronics). As you look at their website you notice right away they offer free shipping (“geen verzendkosten” in Dutch). By doing this they are trying to have customers buy products right away instead of going into the store.

Another thing you notice is how both stores advertise their cards. If a customer applies for their card they are able to get even more deals and by doing this both stores are trying to gain brand loyalty. If you go through both websites you will notice that there are many more similarities. At the end of the day the goal of both companies is to get customers to buy their product instead of that of the competitors, which is what promotions is all about. These examples show that although countries might have different cultures there are always possibilities for similarities.