MUSE: AMA

Time: November 2, 2007 from 8:30am - 7pm
Location: The Jon. M. Huntsman Hall of the University of Pennsylvania
3730 Walnut St., Philadelphia, PA 19104

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Crisis Management, once the invisible side of marketing, has emerged as a critical discipline in protecting and promoting your brand. What do you do when the news crews are at your door? Do you ever put the CEO out front? How do you issue a convincing statement? Hugh Braithwaite, crisis expert, will walk you through the current thinking on this important skill. Video examples and role playing will give participants a real-world glimpse of the high-stakes game of crisis.

Creativity has long been an asset sought in a marketer. But what does creativity actually mean and why does it matter for the business world? These are the questions that will be answered by Bud Clarke in The Creative Process in Marketing. This session will also include analysis real-world examples of creative excellence and how they apply to the present marketing environment. Attendees will also learn how to best run a brainstorming session in order to foster creativity and discover 10 proven ways to encourage creativity.

This presentation will explore the findings of recent work that has tried to better understand why some product innovations succeed in the marketplace while others fail. The presentation will focus on the psychology of consumer response to new products, in particular the biases that arise when consumers are faced with the task of predicting the pleasure they will derive from a new product prior to their ownership. These biases are used to explain many of the "quirks" that are often observed in new-product markets, such as instances where modest ideas prosper while more innovative ones fail. The implications of these biases for how firms can encourage adoption of innovations are explored.

What marketing channel dynamics develop when brands decide to open retail outlets (Apple stores, Niketown, Dell kiosks, Polo and many other fashion brands like Coach) and retailers invest resources in building their own brands (Target, Trader Joe's, Macy's, private labels)? The answer is that brands and retailers start competing with each other more than in the past and collaboration becomes both more difficult to maintain but even more important to cultivate. As retailers and brands step on each other toes more in the years ahead, it will be interesting to see who emerges as the winners and who falls by the wayside.

While there once was a time when Ivory was soap, Maxwell House was coffee, and IBM was computers, it’s an obvious understatement to say the world has long since changed. In addition to the vast cultural, social, and geopolitical changes that have affected the business of brands, there are simply more brands out there – an almost preposterous number of brands. In BrandSimple, Allen Adamson, Managing Director of Landor Associates, one of the world’s preeminent branding firms, demonstrates that the business of brands doesn't have to be complicated, muddled or confusing. Quite the opposite, he explains that the answer to brand success is simple.

Disney’s THE LION KING is one of the most successful stage musicals of all time, having played more than 50 cities in North America in addition to over 10 worldwide productions. Come hear how this award-winning Broadway musical has been marketed, advertised, promoted, and publicized to gross more than $2.2 billion and attract more than 30 million theatergoers around the world.

What is the American Marketing Association and How Can it Benefit You?
Keith Niedermeier and Jeffrey Adler

Come hear the President of the American Marketing Association, College Chapters Division speak about all the benefits of being a part of the AMA and how you can begin a chapter at your school.

For those of you who are already part of the AMA, hear Jeffrey Adler discuss how to get the most out of your membership and how you can translate your collegiate participation into success out of college. Mr. Adler will be talking about his experiences in the collegiate division of the AMA and how that has helped his career then and now.

The past co-chairs of the winning University of Pennsylvania AMA Case Team have come back to discuss the strategies and tactics that they used to help lead the team to victory two years in a row. Ms. Lee and Mr. Gibson will talk about failures and successes they faced throughout the year-long strategy creation process and the steps they used to create a winning case. Extensive examples will be used from last year’s winning AMA case competition: Renew New Orleans.

Non-tradional marketing communications are being used more and more frequently over the past years. In her presentation, Wharton professor Patti Williams will discuss emerging non-traditional marketing communication tactics, including why marketers are turning to such tactics more frequently, how consumers feel about those tactics, how such tactics differ from traditional marketing communications, and their relative strengths and weaknesses, as well as showing a number of examples.

Join lead Career Advocate MaryHelen Votral as she shares insights and perspectives on standard rules for success in the job search, and the new tools to help entry level and seasoned professionals reach their career goals. How is MySpace affecting your search? Are you wasting time or working toward long-term results? Job Search 2.0 will explore the new media tactics and old media strategies for the MarketingMe process that is a job search and career management in the creative industries.

What has the music industry learned since the dawn of Napster? Or, more appropriately, what SHOULD the music industry have learned from Napster? This talk presents a humorous but provocative "Top Ten" list of such lessons, with specific examples of how the industry has created the terrible mess that exists today.

Everything that Blinks - The Role of the Digital Agency in Modern Marketing
Ben Levin

Covergence, Web 2.0, Social Media, The Third Screen - As digital technology evolves at an ever-quickening pace, so too must the skills of the digital agency. In just over a decade, the Internet and, more specifically, the commercial world's foray into Web-centric marketing, has transformed from the very tentative adoption of email mailing lists, banner ads and informational websites, to social networking tools built by brand marketers, behaviorally-targeted personalized advertising, and total-touchpoint campaigns that follow you from magazines to T.V. to your computer and mobile phone. Marketers, and their agencies, will continue to have a profound effect on the shaping of digital experience. But marketers and their businesses will likely be affected even more profoundly, as the on-demand, consumer-controlled, one-to-one nature of the digital medium alters the competitive landscape around them.