This activity is based around a chart of search engine position against click through rate. Analysis of this chart will help students understand the role of SEO and long-tail keywords.
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How Important is SEO Position for CTR? Review the Teaching Activity
This video-based activity highlights Snickers Misspelled Words campaign that they executed through Google search ads to successfully reinforce their brand positioning.
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Snicker’s Innovative SEM Campaign Review the Teaching Activity
In this video case study, students review an airline loyalty points campaign that is heavily reliant upon generating earned media.
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Generating Earned Media (Video Case) Review the Teaching Activity
This is a simple exercise where students sort a variety of communication tools into the categories of paid, owned, and earned media. Good as an introductory activity to this base digital marketing concept.
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Which is which? Paid, Owned, Earned Media? Review the Teaching Activity
This video case study is based upon an innovative approach to search engine advertising that cleverly combines data, market insights, and a unique media schedule.
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Digital Marketing Success (Case Study) Review the Teaching Activity
In this activity, students work through a manager’s discussion on proposed IMC tools and identify which ones are paid, owned, and earned media.
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Paid, Owned or Earned Media? 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
Students review the viral video launch of the highly successful Dollar Shave Club and then identify their 7P’s offering and the mindset of their target market. Great activity for breaking down the full 7P’s marketing mix.
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Marketing Mix of the Dollar Shave Club Review the Teaching Activity
In this video-based activity, students will review an overview of a marketing launch of a chocolate bar that has been reintroduced into the market in the UK. The video provides a good overview of the launch campaign.
Wispa Chocolate Bar Relaunch Review the Teaching Activity
In this task, students review the results of an online market research survey undertaken by a firm and determine how valid the results are likely to be.
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The Validity of Online Marketing Research Review the Teaching Activity