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Professor Kathleen Debevec
Office: 220B SOM
Office Hours: T-TH 10:45-11:10, 12:30-1:00, W 10-12 and by appointment
Phone: 545-5664
Email: debevec@mktg.umass.edu

This web site is designed to provide you with access to most course information and enhance your understanding of advertising and promotions. It incorporates learning tools provided by the author of your textbook as well as related industry sources. Check it out!

Course Updates and Information:

Our class will be participating in the Cadillac Case Competition this Spring. The first assignment was given out in class on 1/29 and is due on 2/1.

Cadillac Case Competition: The Task

Your challenge is to create a consumer-focused marketing plan for the 2008 CTS that supports the launch of the new vehicle, showcases its new features and attributes, focusing on how they are relevant to the target audience, and all the while, reinforces the new “Life. Liberty. And the Pursuit” campaign positioning in a way that appeals to the target customer. The deliverables must include:

1. A communications strategy for the 2008 CTS launch (choose the target market(s) [Move-Ups, Busy Moms, Alphas, Boomers and Loyalist] for your strategy)

2. The creative brief(s) for advertising (the advertising objective, audience, message, sample creative and support).

3. A detailed media plan, identifying costs, timing and message; and

4. Any relevant measures to gauge your plan’s effectiveness.

The top two Undergraduate and top two Graduate strategies will be invited to present their recommendations to Cadillac and Modernista! executives on May 16, 2007 at General Motors headquarters in Detroit, Michigan. The presentation is an all-expense paid trip for up to five students and one faculty member. There will also be an opportunity for one student to receive an internship with Modernista!