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
In this activity, students need to help a bank decide the most appropriate IMC tools mix for a major launch of a new innovative credit card.
IMC Tools for a Major Campaign Review the Teaching Activity
For this activity, student need to determine the three most suitable IMC tools for several businesses with differing promotional objectives.
Which IMC Tools to Use? Review the Teaching Activity
In this activity, students need to choose whether a new furniture manufacturer should set up its own sales team or utilize an established company of sales agents?
EXCLUSIVE MEMBER ACTIVITY
Should You Have Your Own Sales Team? Review the Teaching Activity
Removing the middle-man (a wholesaler) from the channel will provide a higher per unit margin for a manufacturer, but will it result in a higher profit overall?
EXCLUSIVE MEMBER ACTIVITY
Should We Use a Wholesaler? Review the Teaching Activity
When a firm utilizes multiple channels, it is likely that channel conflict will occur from time to time. This activity is based upon a real business situation. What would your students do in this situation?
EXCLUSIVE MEMBER ACTIVITY
Handling Channel Conflict Review the Teaching Activity
Consumers buy a product solution (the benefits) for their need/problem. In promotional communications, it is important to communicate benefits – not features! In this activity, students will convert features into benefits.
Talk Benefits, Not Features Review the Teaching Activity
For this task, students are the marketing manager for a bank and planning a major new product launch. They need to develop an internal marketing program for the bank’s branch and call center staff to complete the sales.
Designing Internal Marketing Campaigns Review the Teaching Activity