Students assume responsibility for the promotion of McDonald’s ‘healthy menu’ campaign (designed to help reposition the brand), and they need to select the most appropriate promotional objectives.
Setting Promotional Objectives Review the Teaching Activity
For this activity, students plan for a TV manufacturer – they are launching a new TV product – they need to work out the launch plan details.
EXCLUSIVE MEMBER ACTIVITY
Promotional Plan for a New Product Launch Review the Teaching Activity
In this activity, students need to allocate the overall promotional budget to help support the launch of a new computer game console.
EXCLUSIVE MEMBER ACTIVITY
Buying Media Review the Teaching Activity
For each of the following decisions, students will calculate and determine whether the promotional expenditure generates a positive return on investment (that is, a marketing return on investment = ROMI).
EXCLUSIVE MEMBER ACTIVITY
Return on Promotional Investment (ROMI) Review the Teaching Activity
In this activity, you simply need to match each example provided to the approach that the firm has used in setting/determining its promotional budget.
Setting the Promotional Budget Review the Teaching Activity
There are a number of other options for the ‘source’ of the firm’s promotional messages. The student task in this activity is to identify which source would probably be the most appropriate for each particular promotional challenge.
Selecting the Message Source Review the Teaching Activity
Sometimes it can be effective for a firm to utilize a celebrity to help promote their product/brand. The student task is to identify whether any of the following firms could possibly benefit from using an ‘available’ celebrity.
EXCLUSIVE MEMBER ACTIVITY
Which Celebrity to Use? Review the Teaching Activity
The message appeal also plays a part in communicating the overall positioning for the brand/product. In this activity, students need to select the most appropriate type of ‘appeal’ (refer list below) for each challenge listed.
EXCLUSIVE MEMBER ACTIVITY
Selecting the Message Appeal Review the Teaching Activity
Decoding refers to how consumers will understand the marketing communication. In this activity, students need to determine what is the main message for some ambiguous promotional messages.
Decoding Promotional Messages Review the Teaching Activity
Using the information provided, students decide whether the type of firms listed at the end of the discussion should adopt a ‘push’ a ‘pull’ or a balanced/mixed promotional emphasis.
EXCLUSIVE MEMBER ACTIVITY
Push or Pull Strategy? Review the Teaching Activity