PROMOTION AND PRIMARY RESEARCH

Read these articles related to a programmatic advertising campaign by Kellogg.

Kantrowitz, A. (2014). Why data is the new ‘oil’. Advertising Age, 85(22), 28.

Hof, R. (2014, May 15). Programmatic Advertising To Gobble Up Even More Ad Budgets – Report. Forbes/Tech. retrieved from http://www.forbes.com/sites/roberthof/2014/05/15/programmatic-advertising-to-gobble-up-even-more-ad-budgets-report/#6e2eafe35383

US Programmatic Ad Spend Tops $10 Billion This Year, to Double by 2016 (2014, Oct. 16). eMarketer. Retrieved from http://www.emarketer.com/Article/US-Programmatic-Ad-Spend-Tops-10-Billion-This-Year-Double-by-2016/1011312#sthash.ejs94Mkk.dpuf

Neff, J. (2015). As data grows more valuable, marketers seek new ways to secure it. Advertising Age, 86(20), 18.

Olenski, S. (2013). What is programmatic advertising and is it the future? Forbes/CMO Network. Retrieved from http://www.forbes.com/sites/marketshare/2013/03/20/what-is-programmatic-advertising-and-is-it-the-future/#7a484c44637d

Ratcliff, C. (2015, June 3). The current state of programmatic: latest stats and infographic round-up. Econsultancy. Retrieved from https://econsultancy.com/blog/66530-the-current-state-of-programmatic-latest-stats-and-infographic-round-up/

Van Wyk, S. (2013). Programmatic buying set to star on TV? B & T Weekly.

Imagine you have been hired as a consultant to the VP of marketing for Kellogg. The VP wants to get an objective opinion from someone outside the company who is familiar with current digital marketing basics.Your job is to write a short memo of 750-1500 words critically analyzing Kellogg’s digital marketing strategy. In particular, note that the company has decided to use programmatic advertising to promote its products. Make sure to address the following issues:

• Evaluate the potential target market for Kellogg’s digital marketing and programmatic advertising.
• Analyze the assumptions behind Kellogg’s programmatic advertising.
• What do you think of Kellogg’s programmatic advertising? With the increasing popularity of social media, what would you recommend to Kellogg regarding its digital promotion strategy? Explain why.

Do not spend a lot of time digging in the company’s website and do not just rehash what the company did; instead, introduce a critical perspective.

Focus on the Case and Background reading as well as relevant background reading from Modules 1 and 2. There are no right answers; after all, you do not have inside information. You will be evaluated on your understanding of the background materials and your logic and reasoning.

In particular, show your understanding of the way a change in target market affects the company’s promotion strategy. Also, give some thought as to how Kellogg’s programmatic advertising meshes with other elements of its marketing program, for example, merchandising (product management), channel management, and pricing.

Write clearly, simply, and logically. Your memo should be 750-1,500 words long, excluding title pages and references, but quality of writing is more important than length. Check the following link for business memo format: http://www.fsb.muohio.edu/heitgedl/Memo%20writing%20tips%20ACC333%20SP06.pdf