In this exercise students look at the brand-impact and ethical implications of misleading product packaging. Sure, it may be helpful in growing short term sales, but is it a viable long term strategy. Students will review ten visual examples of misleading packaging.
Misleading Packaging: Impact on the Brand Review the Teaching Activity
In this exercise, your students play the role of Creative Director and help McDonald’s design their creative messaging for a proposed new product. Unfortunately, the first idea presented was rejected and the agency needs to pitch another concept – which is where your students come in.
Designing the Central Creative Message Review the Teaching Activity
In this activity we are going back to 2009 when Tropicana underwent a significant packaging redesign that did not go as planned. Although this occurred a number of years ago, it is a “classic” case study that all marketing students and practitioners should be aware of. It is especially useful for understanding the importance of packaging, branding, and what drives customer loyalty and repeat (habitual) purchases.
Classic Case Study: Tropicana’s Packaging Case Study Review the Teaching Activity
In 2023 Pepsi announced its first logo redesign in 15 years, to coincide with their 125th anniversary. And while Pepsi are very excited about their new design, your students will need to address whether the new logo is better and whether it even matters for an iconic brand like Pepsi?
Pepsi Changes Its Logo Review the Teaching Activity
In this simple, but quite challenging, exercise students classify ads into the categories of informative, persuasive, and reminder advertising. This is a great task to help students distinguish between these somewhat confusing differences. The “need” for reminder style advertising is also explored.
Informative, Persuasive, or Reminder Advertising? Review the Teaching Activity
In this task students explore the gap between the consumer’s actual and desired states and its role in triggering need/problem recognition. A series of 8 print ads are used and the exercise also provides introductory information and also touches on low and high purchase involvement.
Desired vs Actual States Review the Teaching Activity
Students will analyze 10 print or billboard ads – considering attention, central messaging, perception, target audience, brand positioning fit, and likely sales impact. A great exercise for students to start thinking like analytical marketers, rather than passive consumers.
Analyzing Advertising Effectiveness Review the Teaching Activity
In this task, students consider the impact of media selection on the message design in IMC. Students are presented with a central creative message for a strategic repositioning campaign and need to construct advertising designs suitable for different media channels.
Impact of Media on the Message Design Review the Teaching Activity
As we know, sales promotions and discounts are commonly used in supermarket channels. However, do they make a difference? In this activity, students examine different consumer motivations, using an excerpt from a focus group, to identify the type of consumer (segment) that are responsive to sales promotions and why – as well as identifying the long-term impact on a brand, if any.
Are Price Discounts Worthwhile? Review the Teaching Activity
In this exercise, students will be presented with a mix of target markets and multiple target audiences for a new social initiative. It is a helpful activity for clarifying the difference between target markets and audiences. And it is very flexible, as it can be run as a case study discussion, as a marketing debate, or even a student role-play.
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Difference Between Target Markets and Target Audiences Review the Teaching Activity