Infomercials: An Experiential Activity for a Direct Marketing Class

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Infomercials An Experiential Activity for a
Direct Marketing Class

• Henry Greene, Ph.D.
• Marketing Department
• Central Connecticut State University
• DMEF October 2009

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Why Bother with Infomercials

• Fast growing media choice
• Economy independent
• Gain in value as economy goes down
• Gaining on prime time
• Gaining respectability

3
Direct Marketing Experiential Activities

• Guest Speakers
• Direct Marketing Ads
• Response Analysis
• RFM / LTV
• Direct Marketing Plan
• Direct Marketing Letter / Package
• Case Studies
• DMA Conference - Show and Tell Fish
• Internet Research List brokers, Census Data

4
Experiential Learning

• Learn by Doing
• Real business experiences
• Relevant
• Engaging
• Memorable

5
Business School Business Student Skills

• Team Work
• Critical Thinking creating a plan
• Analytic planning budgets, response rates,
  break even analysis
• Technology Skill Software, e technology
• Story Telling Organizing Thoughts
• Oral Communication presenting the plan

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Infomercial Activity

• Guest Speakers
• Story board
• Team Work Logistic Coordination
• Technology
• Oral Communication

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Class Infomercials

• Joey Gs GUIDO Cream
• http//www.youtube.com/watch?vilbWlPJaMVI
• 10 Hour Power Energy Drink
• http//www.youtube.com/watch?vPgrXusdeM3I

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Student Reaction

• What was the benefit?
• How do you feel about the project?
• Recommendations for future projects

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• .other projects revolve around a marketing
  plan ... It was nice to get to do something that
  was fun.
• It is the most unique project Ive had here at
  CCSU.
• I loved working with my group . we learned a lot
  about marketing concepts and it brought us
  closer together. This was such a fun project and
  we also learned a lot.
• The story board is important ..so it was great
  to learn how to make one. Im actually making 3
  story boards (at work) .so it came in handy. We
  used the storyboard as the script, the shoot went
  smoothly besides laughing too much, it didnt
  take too long

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• The project was a lot different ... This is a
  good thing, it exposes you to a new experience.
  We went out to a business, spoke to the manager.
  The project simulated what the restaurant manager
  was thinking of creating.
• You definitely get a deeper understanding of the
  topic. Its hands on, you are applying what you
  are learning.
• After the project I have a more positive attitude
  about infomercials. Before I thought they were
  sleazy , an opportunity to rip people off, but if
  done correctly they have advantages to the
  consumer over other media.

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Professors Perspective

• Teamwork good classroom vibration
• Storyboards well planned
• Captures Essence of Direct Marketing
• AIDA model reinforced the components
• Requires development of Business School Skills
• Mentally and Emotionally Engaging
• Memorable
• Positive, educational, experience for students
  and instructors

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Future Changes

• Conn Film Festival
• Infomercials real companies
• Awards
• Audience MKTG Club, Faculty, Family, Friends
• Competitors Advertising Class
• Technology Cameras, software
• Cooperation with video technology students

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• If you email me, GREENE_at_CCSU.EDU
• I will send you this slide presentation
• But WAIT THEREs MORE.,
• if you order today, I will throw in the paper.,
• OK, thats 2 documents the slide show and the
  paper, a 59.99 value
• But no, not here, not 29.99 or 9.99
• ABSOLUTELY FREE
• Thanks for Coming!