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  • [Solved] KELLSLP3

    ✓ Verified Academic Solution Available

    Executive Solution Overview

    **files (1)** – ## MODULE3SLPMKT610TEMP.docx **## MODULE3SLPMKT610TEMP.docx** In this SLP for Module 3, conduct primary research for your task to glean first-hand insights. This is the third step of this cumulative research project. Be sure to revise the sections in SLP1 and SLP2, and include them i…

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    Assignment Prompt & Instructions

    **files (1)**

    – ## MODULE3SLPMKT610TEMP.docx

    **## MODULE3SLPMKT610TEMP.docx**

    In this SLP for Module 3, conduct primary research for your task to glean first-hand insights. This is the third step of this cumulative research project. Be sure to revise the sections in SLP1 and SLP2, and include them in this paper following the
    [_marketing plan outline_](https://tlc.trident.edu/content/enforced/234497-MKT610-SUM2026-1/Marketing%20Plan%20Outline.pdf?ou=234497).

    **Primary Research**

    You will have to conduct personal in-depth interviews with individuals who are representative of the proposed target market. The purpose of conducting these interviews is to make sure that you are on the right track with your marketing plan. One of the biggest fallacies in marketing is often that a manager thinks he or she knows what members of the target market know, believe, and do. The development of a useable marketing plan, however, has to be based on consumer input.

    Once you have completed your primary research efforts, you will need to revisit your situation analysis and your SWOT analysis. It is very likely that you overlooked specific factors that need to be added to these analyses.

    **Qualitative Research: Personal In-Depth Interviews**

    For the purposes of this marketing plan, you will focus on one target market only. Qualitative research is a first step to make sure that the issues you have identified are issues as perceived by your target audience. Qualitative research will give you insights into what consumers actually think, know, and believe. This type of research will allow you to investigate how consumers describe their behavior and why they do what they do. It also allows you to gain information on how difficult it would be to get consumers to accept new product, to learn which communication methods would be most productive, and to learn which incentives would be most successful with a specific consumer group. Finally, the results of qualitative research provide input for your marketing plan.

    For this part you will have to develop an interview questionnaire and then conduct the interviews. Keep in mind that you will need at least three consumers representative of your proposed target market to participate in these interviews. Finally, you will need to report the results.

    The following is a list of issues you should address (this is not a complete list, because the issues are likely to differ from project to project). The following example is a marketing plan you are going to develop in order to successfully introduce Apple iPad 4. The goals you have developed for your target audience are to promote awareness of the new iPad 4 and encourage purchase intention:

    · What would your target market rather buy than the product you are promoting and why?

    · What benefits do your target customers see to the other product? It might be that they like the reputation of the company, or something else you need to identify in the interviews.

    · What costs do your target customers see to them? They might think the higher price or something else you need to identify in the interviews.

    · What does your target market know about the new brand?

    · Are target customers familiar with the brand?

    · Are target customers familiar with the new features of the new brand?

    · Do target customers know about competing brands that provide similar features and benefits?

    · What does your target market believe? What are your target market’s values and attitudes relative to the desired behavior?

    · What benefits do target customers see in the new brand? “What’s in it for them” to do this? If having a reputable brand to show their social status is more important than the price, then you will have to design messages accordingly in your marketing plan.

    · What do target customers perceive as the costs of buying the new brand?

    · What other issues do the customers consider when purchasing the new brand?

    Make sure to develop the interview questionnaire based on the situation analysis, SWOT analysis, and the specific task for your research project. Note that only a properly designed interview guide will provide useful insights for your marketing plan. Refer to this
    [_Interview Questionnaire Example_](https://tlc.trident.edu/content/enforced/234497-MKT610-SUM2026-1/Interview%20questionnaire_example.pdf?ou=234497).

    **Check the following references on how to conduct interviews and analyze results.**

    [_Workbook E: Conducting in-depth interviews_](http://www.wallacefoundation.org/knowledge-center/after-school/collecting-and-using-data/Documents/Workbook-E-Indepth-Interviews.pdf). (n.d.). Retrieved from http://www.wallacefoundation.org/knowledge-center/after-school/collecting-and-using-data/Documents/Workbook-E-Indepth-Interviews.pdf

    For this section’s written report, address the following issues:

    · Discuss the purpose(s) of the interviews, which should be related to the task for this research project.

    · Explain where and how you collected your data. In other words, how did you recruit your subjects? Keep in mind that your subjects should be representative members of your target market. So your parents, friends, and neighbors are generally not to be recruited as subjects. If you have difficulty reaching those target populations due to a special situation, contact your professor to get permission to collect data from your family members, friends, and colleagues who are easily accessible.

    · State how many subjects (at least three for this project) you interviewed and describe your sample in demographic terms.

    · Give a summary of the answers to each question.

    · Include an interpretation of the results: What insights are your findings likely to offer on your task?

    · Also, include a copy of your interview questionnaire in your appendix.

    **SLP Assignment Expectations**

    Use the following outline to organize your paper. Note that the letters “a, b, c…” and the numbers “i, ii, iii, iv…” below are used to show the major issues you need to include but should not be used to format your paper.

    **IV. Primary Qualitative Research (3-6 pages)**

    a. Identify the purpose of your research.

    b. Identify the subjects and the research process.

    · What issues did you want to study?

    c. Present the key findings

    d. Present a concise conclusion of what you learned.

    · Questions used in this analysis should be included in the appendix.

    · Complete report of each interview should be included in the appendix.

    Note: Use double-spaced, black Verdana or Times Roman font in 12 pt. type size. Include a title page and references. Revise your Module 2 SLP based on the feedback from your professor and your additional research, and include the SLP from Modules 1 and 2 in the Module 3 SLP. Explain clearly and logically the facts about your company and charge, and use the required reading to support your positions on the issues. Do not repeat or quote definitions. Your use of the required reading to support your opinions (that is, contentions or positions) should demonstrate that you understand the concepts presented.

    Paraphrase the facts using your own words and ideas, employing quotes sparingly. Quotes, if absolutely necessary, should rarely exceed five words. Academic papers at the master’s level should include citations and references. Look at different sources, especially credible and reputable resources such as The New York Times, The Wall Street Journal, Businessweek, and The Economist, to find the information for your paper. Also use Trident University’s online library databases such as ProQuest and EBSCO to find the information for your project. Your discussion on each topic should be a synthesis of the different sources. Taking shortcuts on the number and quality of your sources will result in a poor-quality marketing plan that will be of no use to your client.

    Also, it is important that you reference your sources throughout the text of your marketing plan. Take the following paragraph as an example:

    “As a result, telephone interviewers often do not even get a chance to explain that they are conducting a survey (Council for Marketing and Opinion Research, 2003), and response rates have steadily declined (Keeter et al., 2000) to reported lows of 7% (Council for Marketing and Opinion Research, 2003). This decrease presents a problem because not only does it increase the cost of conducting telephone surveys, but it also leads to questions concerning the generalizability of the results (Struebbe, Kernan & Grogan, 1986; Tuckel & O’Neill, 2002).”

    There are different citation and reference formats such as APA, MLA, or Chicago. You need to use APA citation and reference format for this course. Also note: The marketing plan should use third person business writing. Avoid “we,” “our,” and “you.” Do not use contractions in business writing.

    Here are some guidelines on how to conduct information search and build critical thinking skills.

    Emerald Group Publishing. (n.d.).
    [_Searching for Information._](http://www.emeraldinsight.com/learning/study_skills/skills/searching.htm) Retrieved from  http://www.emeraldinsight.com/learning/study_skills/skills/searching.htm

    Emerald Group Publishing. (n.d.).
    [_Developing Critical Thinking_](http://www.emeraldinsight.com/learning/study_skills/skills/critical_thinking.htm). Retrieved from http://www.emeraldinsight.com/learning/study_skills/skills/critical_thinking.htm

    Guidelines for handling quoted and paraphrased material are found at:

    Purdue Online Writing Lab. (n.d.).
    [_Academic Writing_](https://owl.english.purdue.edu/owl/section/1/2/). Retrieved from https://owl.english.purdue.edu/owl/section/1/2/

    Purdue Online Writing Lab. (n.d.).
    [_Quoting, Paraphrasing, and Summarizing_](https://owl.english.purdue.edu/owl/resource/563/1/). Retrieved from https://owl.english.purdue.edu/owl/resource/563/1/

    Purdue Online Writing Lab. (n.d.).
    [_Avoiding Plagiarism_](http://owl.english.purdue.edu/owl/resource/589/1/). Retrieved from http://owl.english.purdue.edu/owl/resource/589/1/

    Your paper consists of arguments in favor of your opinions or positions on the issues addressed by the guidelines; therefore, avoid the logical fallacies found in the following reference:

    Purdue Online Writing Lab. (n.d.).
    [_Logic in Argumentative Writing_](http://owl.english.purdue.edu/owl/resource/659/03/). Retrieved from
    http://owl.english.purdue.edu/owl/resource/659/03/

    **## MODULE3SLPMKT610TEMP.docx**

    In this SLP for Module 3, conduct primary research for your task to glean first-hand insights. This is the third step of this cumulative research project. Be sure to revise the sections in SLP1 and SLP2, and include them in this paper following the
    [_marketing plan outline_](https://tlc.trident.edu/content/enforced/234497-MKT610-SUM2026-1/Marketing%20Plan%20Outline.pdf?ou=234497).

    **Primary Research**

    You will have to conduct personal in-depth interviews with individuals who are representative of the proposed target market. The purpose of conducting these interviews is to make sure that you are on the right track with your marketing plan. One of the biggest fallacies in marketing is often that a manager thinks he or she knows what members of the target market know, believe, and do. The development of a useable marketing plan, however, has to be based on consumer input.

    Once you have completed your primary research efforts, you will need to revisit your situation analysis and your SWOT analysis. It is very likely that you overlooked specific factors that need to be added to these analyses.

    **Qualitative Research: Personal In-Depth Interviews**

    For the purposes of this marketing plan, you will focus on one target market only. Qualitative research is a first step to make sure that the issues you have identified are issues as perceived by your target audience. Qualitative research will give you insights into what consumers actually think, know, and believe. This type of research will allow you to investigate how consumers describe their behavior and why they do what they do. It also allows you to gain information on how difficult it would be to get consumers to accept new product, to learn which communication methods would be most productive, and to learn which incentives would be most successful with a specific consumer group. Finally, the results of qualitative research provide input for your marketing plan.

    For this part you will have to develop an interview questionnaire and then conduct the interviews. Keep in mind that you will need at least three consumers representative of your proposed target market to participate in these interviews. Finally, you will need to report the results.

    The following is a list of issues you should address (this is not a complete list, because the issues are likely to differ from project to project). The following example is a marketing plan you are going to develop in order to successfully introduce Apple iPad 4. The goals you have developed for your target audience are to promote awareness of the new iPad 4 and encourage purchase intention:

    · What would your target market rather buy than the product you are promoting and why?

    · What benefits do your target customers see to the other product? It might be that they like the reputation of the company, or something else you need to identify in the interviews.

    · What costs do your target customers see to them? They might think the higher price or something else you need to identify in the interviews.

    · What does your target market know about the new brand?

    · Are target customers familiar with the brand?

    · Are target customers familiar with the new features of the new brand?

    · Do target customers know about competing brands that provide similar features and benefits?

    · What does your target market believe? What are your target market’s values and attitudes relative to the desired behavior?

    · What benefits do target customers see in the new brand? “What’s in it for them” to do this? If having a reputable brand to show their social status is more important than the price, then you will have to design messages accordingly in your marketing plan.

    · What do target customers perceive as the costs of buying the new brand?

    · What other issues do the customers consider when purchasing the new brand?

    Make sure to develop the interview questionnaire based on the situation analysis, SWOT analysis, and the specific task for your research project. Note that only a properly designed interview guide will provide useful insights for your marketing plan. Refer to this
    [_Interview Questionnaire Example_](https://tlc.trident.edu/content/enforced/234497-MKT610-SUM2026-1/Interview%20questionnaire_example.pdf?ou=234497).

    **Check the following references on how to conduct interviews and analyze results.**

    [_Workbook E: Conducting in-depth interviews_](http://www.wallacefoundation.org/knowledge-center/after-school/collecting-and-using-data/Documents/Workbook-E-Indepth-Interviews.pdf). (n.d.). Retrieved from http://www.wallacefoundation.org/knowledge-center/after-school/collecting-and-using-data/Documents/Workbook-E-Indepth-Interviews.pdf

    For this section’s written report, address the following issues:

    · Discuss the purpose(s) of the interviews, which should be related to the task for this research project.

    · Explain where and how you collected your data. In other words, how did you recruit your subjects? Keep in mind that your subjects should be representative members of your target market. So your parents, friends, and neighbors are generally not to be recruited as subjects. If you have difficulty reaching those target populations due to a special situation, contact your professor to get permission to collect data from your family members, friends, and colleagues who are easily accessible.

    · State how many subjects (at least three for this project) you interviewed and describe your sample in demographic terms.

    · Give a summary of the answers to each question.

    · Include an interpretation of the results: What insights are your findings likely to offer on your task?

    · Also, include a copy of your interview questionnaire in your appendix.

    **SLP Assignment Expectations**

    Use the following outline to organize your paper. Note that the letters “a, b, c…” and the numbers “i, ii, iii, iv…” below are used to show the major issues you need to include but should not be used to format your paper.

    **IV. Primary Qualitative Research (3-6 pages)**

    a. Identify the purpose of your research.

    b. Identify the subjects and the research process.

    · What issues did you want to study?

    c. Present the key findings

    d. Present a concise conclusion of what you learned.

    · Questions used in this analysis should be included in the appendix.

    · Complete report of each interview should be included in the appendix.

    Note: Use double-spaced, black Verdana or Times Roman font in 12 pt. type size. Include a title page and references. Revise your Module 2 SLP based on the feedback from your professor and your additional research, and include the SLP from Modules 1 and 2 in the Module 3 SLP. Explain clearly and logically the facts about your company and charge, and use the required reading to support your positions on the issues. Do not repeat or quote definitions. Your use of the required reading to support your opinions (that is, contentions or positions) should demonstrate that you understand the concepts presented.

    Paraphrase the facts using your own words and ideas, employing quotes sparingly. Quotes, if absolutely necessary, should rarely exceed five words. Academic papers at the master’s level should include citations and references. Look at different sources, especially credible and reputable resources such as The New York Times, The Wall Street Journal, Businessweek, and The Economist, to find the information for your paper. Also use Trident University’s online library databases such as ProQuest and EBSCO to find the information for your project. Your discussion on each topic should be a synthesis of the different sources. Taking shortcuts on the number and quality of your sources will result in a poor-quality marketing plan that will be of no use to your client.

    Also, it is important that you reference your sources throughout the text of your marketing plan. Take the following paragraph as an example:

    “As a result, telephone interviewers often do not even get a chance to explain that they are conducting a survey (Council for Marketing and Opinion Research, 2003), and response rates have steadily declined (Keeter et al., 2000) to reported lows of 7% (Council for Marketing and Opinion Research, 2003). This decrease presents a problem because not only does it increase the cost of conducting telephone surveys, but it also leads to questions concerning the generalizability of the results (Struebbe, Kernan & Grogan, 1986; Tuckel & O’Neill, 2002).”

    There are different citation and reference formats such as APA, MLA, or Chicago. You need to use APA citation and reference format for this course. Also note: The marketing plan should use third person business writing. Avoid “we,” “our,” and “you.” Do not use contractions in business writing.

    Here are some guidelines on how to conduct information search and build critical thinking skills.

    Emerald Group Publishing. (n.d.).
    [_Searching for Information._](http://www.emeraldinsight.com/learning/study_skills/skills/searching.htm) Retrieved from  http://www.emeraldinsight.com/learning/study_skills/skills/searching.htm

    Emerald Group Publishing. (n.d.).
    [_Developing Critical Thinking_](http://www.emeraldinsight.com/learning/study_skills/skills/critical_thinking.htm). Retrieved from http://www.emeraldinsight.com/learning/study_skills/skills/critical_thinking.htm

    Guidelines for handling quoted and paraphrased material are found at:

    Purdue Online Writing Lab. (n.d.).
    [_Academic Writing_](https://owl.english.purdue.edu/owl/section/1/2/). Retrieved from https://owl.english.purdue.edu/owl/section/1/2/

    Purdue Online Writing Lab. (n.d.).
    [_Quoting, Paraphrasing, and Summarizing_](https://owl.english.purdue.edu/owl/resource/563/1/). Retrieved from https://owl.english.purdue.edu/owl/resource/563/1/

    Purdue Online Writing Lab. (n.d.).
    [_Avoiding Plagiarism_](http://owl.english.purdue.edu/owl/resource/589/1/). Retrieved from http://owl.english.purdue.edu/owl/resource/589/1/

    Your paper consists of arguments in favor of your opinions or positions on the issues addressed by the guidelines; therefore, avoid the logical fallacies found in the following reference:

    Purdue Online Writing Lab. (n.d.).
    [_Logic in Argumentative Writing_](http://owl.english.purdue.edu/owl/resource/659/03/). Retrieved from
    http://owl.english.purdue.edu/owl/resource/659/03/

  • [Solved] KELLCASE3

    ✓ Verified Academic Solution Available

    Executive Solution Overview

    **files (1)** – ## MODULE3CASEMKT610.docx **## MODULE3CASEMKT610.docx** 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 M…

    Instant Solution Download

    $6.99

    Immediate access to the full model answer, formatted citations, and rubric breakdown.

    Need a Fresh Custom Paper?

    Have this question answered from scratch according to your specific instructions and deadline.

    Order on TutorsGallery →

    Assignment Prompt & Instructions

    **files (1)**

    – ## MODULE3CASEMKT610.docx

    **## MODULE3CASEMKT610.docx**

    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._](http://www.forbes.com/sites/roberthof/2014/05/15/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](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?_](http://www.forbes.com/sites/marketshare/2013/03/20/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_](https://econsultancy.com/blog/66530-the-current-state-of-programmatic-latest-stats-and-infographic-round-up/). 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.

    **Assignment Expectations**

    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).

    Back up your positions or opinions with references to the required reading found in the Module 1-3 Backgrounds and Ongoing Useful Resources. In using those references, demonstrate your understanding of the concepts presented. Rather than grading on how much information you find, emphasis will be on the defense of the positions you take on the issues. Also remember that:

    · The "why" is more important than the "what."

    · The defense of your positions on the issues is more important than the positions you take.

    Do not repeat or quote definitions. Your use of the required reading to support your opinions (that is, contentions or positions) should demonstrate that you understand the concepts presented. Do not include definitions or summaries of the readings, or simply describe what the company did. Instead, your responses to the questions should be analytical and should demonstrate that (a) you understand the principles from the background reading and (b) you can apply them to this particular case. Vague, general answers will not earn a good grade.

    Avoid redundancy and general statements such as "All organizations exist to make a profit." Make every sentence count. Paraphrase the facts using your own words and ideas, employing quotes sparingly. Quotes, if absolutely necessary, should rarely exceed five words. When writing an academically oriented paper, you will uncover many facts about the product. If you paraphrase the facts, cite the sources in your text and link those citations to references at the end of the paper.

    Here are some guidelines on how to conduct information search and build critical thinking skills.

    Emerald Group Publishing. (n.d.).
    [_Searching for Information._](http://www.emeraldinsight.com/learning/study_skills/skills/searching.htm) Retrieved from  http://www.emeraldinsight.com/learning/study_skills/skills/searching.htm

    Emerald Group Publishing. (n.d.).
    [_Developing Critical Thinking_](http://www.emeraldinsight.com/learning/study_skills/skills/critical_thinking.htm). Retrieved from http://www.emeraldinsight.com/learning/study_skills/skills/critical_thinking.htm

    Guidelines for handling quoted and paraphrased material are found at:

    Purdue Online Writing Lab. (n.d.).
    [_Academic Writing_](https://owl.english.purdue.edu/owl/section/1/2/). Retrieved from https://owl.english.purdue.edu/owl/section/1/2/

    Purdue Online Writing Lab. (n.d.).
    [_Quoting, Paraphrasing, and Summarizing_](https://owl.english.purdue.edu/owl/resource/563/1/). Retrieved from https://owl.english.purdue.edu/owl/resource/563/1/

    Purdue Online Writing Lab. (n.d.).
    [_Avoiding Plagiarism_](http://owl.english.purdue.edu/owl/resource/589/1/). Retrieved from http://owl.english.purdue.edu/owl/resource/589/1/

    Your paper consists of arguments in favor of your opinions or positions on the issues addressed by the guidelines; therefore, avoid the logical fallacies found in the following reference:

    Purdue Online Writing Lab. (n.d.).
    [_Logic in Argumentative Writing_](http://owl.english.purdue.edu/owl/resource/659/03/). Retrieved from
    http://owl.english.purdue.edu/owl/resource/659/03/

    **## MODULE3CASEMKT610.docx**

    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._](http://www.forbes.com/sites/roberthof/2014/05/15/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](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?_](http://www.forbes.com/sites/marketshare/2013/03/20/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_](https://econsultancy.com/blog/66530-the-current-state-of-programmatic-latest-stats-and-infographic-round-up/). 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.

    **Assignment Expectations**

    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).

    Back up your positions or opinions with references to the required reading found in the Module 1-3 Backgrounds and Ongoing Useful Resources. In using those references, demonstrate your understanding of the concepts presented. Rather than grading on how much information you find, emphasis will be on the defense of the positions you take on the issues. Also remember that:

    · The "why" is more important than the "what."

    · The defense of your positions on the issues is more important than the positions you take.

    Do not repeat or quote definitions. Your use of the required reading to support your opinions (that is, contentions or positions) should demonstrate that you understand the concepts presented. Do not include definitions or summaries of the readings, or simply describe what the company did. Instead, your responses to the questions should be analytical and should demonstrate that (a) you understand the principles from the background reading and (b) you can apply them to this particular case. Vague, general answers will not earn a good grade.

    Avoid redundancy and general statements such as "All organizations exist to make a profit." Make every sentence count. Paraphrase the facts using your own words and ideas, employing quotes sparingly. Quotes, if absolutely necessary, should rarely exceed five words. When writing an academically oriented paper, you will uncover many facts about the product. If you paraphrase the facts, cite the sources in your text and link those citations to references at the end of the paper.

    Here are some guidelines on how to conduct information search and build critical thinking skills.

    Emerald Group Publishing. (n.d.).
    [_Searching for Information._](http://www.emeraldinsight.com/learning/study_skills/skills/searching.htm) Retrieved from  http://www.emeraldinsight.com/learning/study_skills/skills/searching.htm

    Emerald Group Publishing. (n.d.).
    [_Developing Critical Thinking_](http://www.emeraldinsight.com/learning/study_skills/skills/critical_thinking.htm). Retrieved from http://www.emeraldinsight.com/learning/study_skills/skills/critical_thinking.htm

    Guidelines for handling quoted and paraphrased material are found at:

    Purdue Online Writing Lab. (n.d.).
    [_Academic Writing_](https://owl.english.purdue.edu/owl/section/1/2/). Retrieved from https://owl.english.purdue.edu/owl/section/1/2/

    Purdue Online Writing Lab. (n.d.).
    [_Quoting, Paraphrasing, and Summarizing_](https://owl.english.purdue.edu/owl/resource/563/1/). Retrieved from https://owl.english.purdue.edu/owl/resource/563/1/

    Purdue Online Writing Lab. (n.d.).
    [_Avoiding Plagiarism_](http://owl.english.purdue.edu/owl/resource/589/1/). Retrieved from http://owl.english.purdue.edu/owl/resource/589/1/

    Your paper consists of arguments in favor of your opinions or positions on the issues addressed by the guidelines; therefore, avoid the logical fallacies found in the following reference:

    Purdue Online Writing Lab. (n.d.).
    [_Logic in Argumentative Writing_](http://owl.english.purdue.edu/owl/resource/659/03/). Retrieved from
    http://owl.english.purdue.edu/owl/resource/659/03/

  • [Solved] journal 629 w2

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    complete 2 months of the PB TEMPLATE Then, evaluate your personal budget information and numbers from using your personal financial data, or hypothetical numbers. Discuss the most important concepts and facts you learned. For example, were there any surprises in the amount or category of your expens…

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    complete 2 months of the PB TEMPLATE Then, evaluate your personal budget information and numbers from  using your personal financial data, or hypothetical numbers. Discuss the most important concepts and facts you learned. For example, were there any surprises in the amount or category of your expenses? Your reflection should be a minimum of 350 words.

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  • [Solved] BUSN453 wk 5 Project Resource management Pp Assign.

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    Your Personal Market is an e-commerce company that wants to celebrate its 10th anniversary since it was launched on the 10th of October. Management is very happy about the evolution of the company and considers this event a chance to reward everyone for their contribution. Due to the fact that it ha…

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    Your Personal Market is an e-commerce company that wants to celebrate its 10th anniversary since it was launched on the 10th of October. Management is very happy about the evolution of the company and considers this event a chance to reward everyone for their contribution. Due to the fact that it had tremendous growth in the past 5 years, and its employees are distributed around the globe, organizing an online event was considered to be the best solution. That way, everyone would be able to participate, and no costs for accommodation and transportation would be incurred. _**Submit in assignment in PowerPoint format only (see attached PP File).**_

    **View:** the following videos prior to starting assignment

  • [Solved] BUSN453 Project Resource Management D

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    As we have seen, resource identification and resource allocation are two different activities. After identifying resource requirements, as project managers, you have to negotiate with functional managers for obtaining the planned resources. What questions would you ask the functional manager to make…

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    As we have seen, resource identification and resource allocation are two different activities. After identifying resource requirements, as project managers, you have to negotiate with functional managers for obtaining the planned resources. What questions would you ask the functional manager to make sure his department's suggested resources are the best fit for your project? Please suggest at least two questions for the functional manager and comment on at least one of your colleagues' answers: why would you agree or not with their suggested questions. Review the Discussion Guidelines and rubric for specific requirements.

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    Need a course completed weeks 3-8.

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    Need a course completed weeks 3-8.

  • [Solved] BUSN 453 Week 8 Assign

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    1. In the first part you need to focus on the following topics: (1) The role of project planning, (2) Advantages of project planning and (3) Possible disadvantages of project planning. _**You should reference at least three books or articles**_. 2. In the second part, you are required to give exampl…

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    1. In the first part you need to focus on the following topics: (1) The role of project planning, (2) Advantages of project planning and (3) Possible disadvantages of project planning. _**You should reference at least three books or articles**_.
    2. In the second part, you are required to give examples (either from the organization you work for, organizations you read about, or personal projects) of positive results obtained as a result of project planning or negative results due to lack of project planning. Be as concrete as possible in this second part, describe the project and use your logic in interpreting the positive/negative results and their possible causes. _**You should reference at least two books or articles**_.

  • [Solved] Applied Sciences BUSN453 Wk 6 who has influence Assignment

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    Refer back to the week 1 Project Charter you created. Your Personal Market is an e-commerce company that wants to celebrate its 10th anniversary since it was launched on the 10th of October. Management is pleased about the company's evolution and considers this event a chance to reward everyone for …

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    Refer back to the week 1 Project Charter you created. Your Personal Market is an e-commerce company that wants to celebrate its 10th anniversary since it was launched on the 10th of October. Management is pleased about the company's evolution and considers this event a chance to reward everyone for their contribution. Since it had tremendous growth in the past five years, and its employees are distributed worldwide, organizing an online event was considered the best solution. That way, everyone would be able to participate, and no costs for accommodation and transportation would be incurred. Your manager, head of the HR department, asked you to take over this project and develop the Project Charter. _**The project charter was signed, and therefore the project was formally authorized.**_

  • [Solved] Applied Sciences BUSN453 making sure it fits assignment

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    Your Personal Market is an e-commerce company that wants to celebrate its 10th anniversary since it was launched on the 10th of October. Management is very happy about the evolution of the company and considers this event a chance to reward everyone for their contribution. Due to the fact that it ha…

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    Your Personal Market is an e-commerce company that wants to celebrate its 10th anniversary since it was launched on the 10th of October. Management is very happy about the evolution of the company and considers this event a chance to reward everyone for their contribution. Due to the fact that it had a tremendous growth in the past 5 years and its employees are distributed around the globe, organizing an online event was considered to be the best solution. That way, everyone would be able to participate and no costs for accommodation and transportation would be incurred. The HR Leader expects the quality of the technology to be top of the line. All participants need to enter on mute but have video. The participants should be allowed to speak when the hosts recognize them. There should be one event, but if this is not feasible two may be done. The two events must be the same. Since the company is global the HR Leader understands that due to the global nature of the company two events may be necessary. Leaders of the company must be on both events. The technology must provide voice, video, animation and presentation capabilities. The technology must accommodate each countries capabilities. A help desk must be available for those not able to log in or have issues when logged in.  Last but not least the technology must not fail.

  • [Solved] Response 2 510

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    **files (1)** – ## Response2510.docx **## Response2510.docx** **Due 8/29/2026** **400 word response 1 reference/intext citation with open access** **Morales** **Your feedback should be constructive and should help your classmate strengthen the research project as it develops. As you review each Stor…

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    **files (1)**

    – ## Response2510.docx

    **## Response2510.docx**

    **Due 8/29/2026**

    **400 word response 1 reference/intext citation with open access**

    **Morales**

    **Your feedback should be constructive and should help your classmate strengthen the research project as it develops. As you review each StoryMap, consider:**

    ·
    **whether the criminal justice problem is specific and clearly defined;**

    ·
    **whether the population, setting/context, outcome, and influencing factors are logically aligned;**

    ·
    **whether the Anchor Evidence supports the existence, scope, or significance of the problem;**

    ·
    **whether the analytical research question follows logically from the Problem Framing Table; and**

    ·
    **whether the research question is sufficiently focused, analytical, and researchable for a graduate-level research paper.**

    **What Counts as a Substantive Peer Review?**

    **Do not simply state that you agree, like the topic, or think the submission is well done. Each peer review should identify at least one strength and provide at least one specific recommendation, question, or observation that could help your classmate refine the project.**

    **![](https://www.sweetstudy.com/questions/response-2-510-20983067)![](https://www.sweetstudy.com/questions/response-2-510-20983067)![](https://www.sweetstudy.com/questions/response-2-510-20983067)![](https://www.sweetstudy.com/questions/response-2-510-20983067)![](https://www.sweetstudy.com/questions/response-2-510-20983067)![](https://www.sweetstudy.com/questions/response-2-510-20983067)![](https://www.sweetstudy.com/questions/response-2-510-20983067)![](https://www.sweetstudy.com/questions/response-2-510-20983067)**

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    **## Response2510.docx**

    **Due 8/29/2026**

    **400 word response 1 reference/intext citation with open access**

    **Morales**

    **Your feedback should be constructive and should help your classmate strengthen the research project as it develops. As you review each StoryMap, consider:**

    ·
    **whether the criminal justice problem is specific and clearly defined;**

    ·
    **whether the population, setting/context, outcome, and influencing factors are logically aligned;**

    ·
    **whether the Anchor Evidence supports the existence, scope, or significance of the problem;**

    ·
    **whether the analytical research question follows logically from the Problem Framing Table; and**

    ·
    **whether the research question is sufficiently focused, analytical, and researchable for a graduate-level research paper.**

    **What Counts as a Substantive Peer Review?**

    **Do not simply state that you agree, like the topic, or think the submission is well done. Each peer review should identify at least one strength and provide at least one specific recommendation, question, or observation that could help your classmate refine the project.**

    **![](https://www.sweetstudy.com/questions/response-2-510-20983067)![](https://www.sweetstudy.com/questions/response-2-510-20983067)![](https://www.sweetstudy.com/questions/response-2-510-20983067)![](https://www.sweetstudy.com/questions/response-2-510-20983067)![](https://www.sweetstudy.com/questions/response-2-510-20983067)![](https://www.sweetstudy.com/questions/response-2-510-20983067)![](https://www.sweetstudy.com/questions/response-2-510-20983067)![](https://www.sweetstudy.com/questions/response-2-510-20983067)**

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