In this activity, students work through a manager’s discussion on proposed IMC tools and identify which ones are paid, owned, and earned media.
EXCLUSIVE ACTIVITY FOR MEMBERS
Paid, Owned or Earned Media? Review the Teaching Activity
In this task students review and analyze a magazine ad for Rolex watches that uses aspirational appeal to motivate target consumers to finally purchase a Rolex.
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Aspirational Reference Group Appeal Review the Teaching Activity
What motivates a consumer to purchase from a restaurant? Sounds simple, but when it comes to identifying motivations, it is often helpful to look beyond the obvious and uncover the real reasons for consumer actions.
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Tapping into Consumer Motivations Review the Teaching Activity
This activity introduces students to the concept of marketing models and how to set goals and targets to achieve top-level goals like sales revenue and profit.
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What Should Be Our Marketing Target? Review the Teaching Activity
Students work through eight common marketing campaigns and actions to identify what were the likely financial and marketing objectives. A helpful task for students’ understanding of the multiple goals of most marketing actions.
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What Marketing or Financial Objective? Review the Teaching Activity
This is a great example of using a market insight to change consumer behavior. In this activity, KFC created a smart phone game to deliver sales promotion incentives and drive sales.
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KFC’s App Gamifies Snack time Review the Teaching Activity
Another set of 30 harder multiple choice questions covering the marketing mix elements.
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Marketing Mix Multiple Choice Questions = Set B Review the Teaching Activity
A set of 30 harder multiple choice questions covering the marketing mix elements.
EXCLUSIVE ACTIVITY FOR MEMBERS
Marketing Mix Multiple Choice Questions = Set A Review the Teaching Activity
12 multiple choice questions covering the topics of market segmentation, targeting, and positioning.
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Market Segmentation Multiple Choice Questions Review the Teaching Activity
Students are provided with a name of a brand persona and assess what information about the segment is provided by the name itself. A helpful exercise for understanding segments and personas.
EXCLUSIVE MEMBER ACTIVITY
The Value of Brand Persona Names Review the Teaching Activity