This viral sales promotion met its various marketing objectives, but questions can be raised about the brand’s integrity and fit with positioning because of the use of a sexual appeal in the campaign.
Sexual Advertising Appeal: Fit with Brand? Review the Teaching Activity
This activity highlights the initial advertising campaign to launch the Tommy Hilfiger brand. But the campaign was not based on strategy, but based upon a strong creative idea.
Ethical Advertising? Tommy Hilfiger Brand Launch Review the Teaching Activity
Is it ethical that McDonald’s uses sponsorships in order to create positive view of the company by doing good things in the community and for local groups?
McDonald’s Sponsorships Review the Teaching Activity
In this activity, marketing students will evaluate a few press and billboard ads to determine whether the messaging is clear and effective.
EXCLUSIVE MEMBER ACTIVITY
Evaluating Advertising Messages 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 video-based mini-case, students will review the repositioning efforts of Coca-Cola in Australia with their energy drink branded “Mother Energy”.
Coke Repositions their Energy Drink (Video Case) Review the Teaching Activity
Students are presented with a table containing the standard top-level website metrics that every marketer needs to be familiar with. The task is to assess the relative performance of these websites.
EXCLUSIVE MEMBER ACTIVITY
Standard Website Metrics Review the Teaching Activity
Students are presented with the top-level key results of a few websites that have invested in Google advertising. The task is to determine how well they have performed and whether they should continue to use search engine ads.
EXCLUSIVE MEMBER ACTIVITY
Return on Google Advertising Review the Teaching Activity
This activity highlights the top level results from an awareness and advertising recall market research study. The task here is to review the brand’s performance and see what the survey results have revealed.
EXCLUSIVE MEMBER ACTIVITY
Awareness and Advertising Recall Review the Teaching Activity
This exercise contains a number of checklist points for students to consider regarding the building of, and the return on, brand equity. It’s more than just promotion!
EXCLUSIVE MEMBER ACTIVITY
Benefits of Brand Building Review the Teaching Activity