1. LIS 232 DR. KATHERINE SHELFER SPRING 2009 ISRAEL MACHADO, MATTHEW (MICK) MICKA AMELIA COSTIGAN PEPPER HEDDEN Question #3: Location of answers to questions by key stakeholders

2. Question #3: Location of answers to questions by key stakeholders Planning Phase – Account Management Source of the M+S Intelligent Intranet article? Information Technology How reliable/accurate is the source? In-house Library, special librarian Does the idea fit Audi’s mission, goals and objectives e.g., grow market share or target a new segment? Client's marketing communications department Why there is a need for marketing, e.g. Changing economy, competition? Consumer Research by vendor and/or In-house librarian

3. Question #3: Location of answers to questions by key stakeholders Planning Phase - Account Planning Segment reports (geographic, gender, ethnicity, etc.) R. L. Polk (probably on retainer) What concepts resonate with segment market s? Motivating triggers? (MPG, safety, ride, eco-footprint) Focus groups, surveys, interviews via Account Management or client’s marketing team Revenue/ad cost breakeven point? Client sales data What external forces exist to support or bar success? Environmental scanning with PEST Analysis What are the strengths, opportunities, weaknesses, and threats of the environment? SWOT Analysis What are sales of SUVs and luxury wagons Overall totals and by segment?

4. Question #3: Location of answers to questions by key stakeholders Planning Phase - Account Planning What internal resources are required, available to be applied to achieve goals. Account Management, develop internal infrastructure plan How to promote knowledge and enthusiasm internally to generate buy in? Develop an internal communication plan What strategies will change market perception of the luxury wagon? Market research, public relations firms

5. Question #3: Location of answers to questions by key stakeholders Planning Phase – Media and Suppliers/Vendors Communication strategy and budget? Account Planning, Client Campaign timeframe? Account Management, Creative Media outlets in which to place ads? Media buying vendor (on retainer) and research from firms such as Nielson or Ad$pender Suppliers/Vendors Segment analysis, segment focus groups? What questions? Account Planning Media

6. Question #3: Location of answers to questions by key stakeholders Creative and Execution Phases Creative Development Phase Segments to be targeted? What type of campaign to create? Print, TV., banner ads etc. Account Planning, Client, Account Management Creative Talent needed to execute? Casting agents, Rolodex of freelancers Execution Phase What is the creative rotation schedule? Account Management Media outlets in which to place ads? Planning, Creative/Production, vendor

7. Question #3: Location of answers to questions by key stakeholders Account Management: Final Analysis Did the campaign generate quantifiable results for the customer? R. L. Polk for registration data Was there a sales bump after two months? Customer sales data Is Concept resonating with segment market Audience/Focus group through Account management or client’s marketing team

8. Sources Tresa N. Veitia, Founder, Inktank LLC (marketing and consumer research company) Kyla Lange Hart, Partner, Toniq (brand and visual positioning firm) Marlene Cookson-Wallace, Account Director, Hanft Raboy and Partners (advertising) Robert Weiss, Steven Vella, Nick Kramer, Adriana Mark Michael Bellacosa, Gail Delaporte, Brittany G. Hagans, Bruce Rebeck The team extends its thanks to the following for their assistance : Outside Sources Other teams Gail Malone