Class 19 Agenda: Integrating WOM Into the Media Plan

Learning Objective(s):

• To understand how companies engage in media planning efforts
• To determine ways for companies to integrate WOM into their media planning efforts

Readings for This Class:

• None.

Content & Activities:

• Guest Lecture: Jodi Long, Consultant
• Jodi Long is a media professional with over 20 years of experience including 14 years in general management and sales management. Her background with CBS includes general management of Radio stations and a national Promotion Group. She also has experience in local and national sales management as well as account management in cross-media planning and strategy. She has a BS in Communications and Marketing from Syracuse University.

To Do (for next class):

· No class on Friday (we substituted this class for Jackie Huba’s guest visit).

· Next class is Tuesday, Match 27. The first draft of your DWOMP proposal is due Friday, March 30^th.

· Continue work on your DWOMP projects.

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Tags: WOM word of mouth Word-of-Mouth Marketing buzz marketing viral marketing marketing communication Northeastern University