The Value of Loyalty Programs
In this exercise, students need to decide whether a large retail chain would benefit from implementing a customer loyalty program.
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The Value of Loyalty Programs Review the Teaching Activity
promotion
Will the Retailer Support the Sales Promotion?
A significant proportion of planned sales promotions do not get implemented due to the lack of full support by the retailer. The student task is to determine whether the retailer is likely to run/support the sales promotion.
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Will the Retailer Support the Sales Promotion? Review the Teaching Activity
Which Sales Promotion Tool?
Firms may use a variety of sales promotion tools to help them increase short-term sales. Students choose from a list of possible tools and identify which one/s would be most appropriate.
Which Sales Promotion Tool? Review the Teaching Activity
Choosing a Promotional Message
This activity is for local bank who wants to adopt a more modern image. The student task is to choose the best promotional/campaign theme from the list of alternatives to help with the repositioning.
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Choosing a Promotional Message Review the Teaching Activity
Setting Promotional Objectives
Students assume responsibility for the promotion of McDonald’s ‘healthy menu’ campaign (designed to help reposition the brand), and they need to select the most appropriate promotional objectives.
Setting Promotional Objectives Review the Teaching Activity
Promotional Plan for a New Product Launch
For this activity, students plan for a TV manufacturer – they are launching a new TV product – they need to work out the launch plan details.
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Promotional Plan for a New Product Launch Review the Teaching Activity
Buying Media
In this activity, students need to allocate the overall promotional budget to help support the launch of a new computer game console.
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Buying Media Review the Teaching Activity
Return on Promotional Investment (ROMI)
For each of the following decisions, students will calculate and determine whether the promotional expenditure generates a positive return on investment (that is, a marketing return on investment = ROMI).
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Return on Promotional Investment (ROMI) Review the Teaching Activity
Setting the Promotional Budget
In this activity, you simply need to match each example provided to the approach that the firm has used in setting/determining its promotional budget.
Setting the Promotional Budget Review the Teaching Activity
Selecting the Message Source
There are a number of other options for the ‘source’ of the firm’s promotional messages. The student task in this activity is to identify which source would probably be the most appropriate for each particular promotional challenge.
Selecting the Message Source Review the Teaching Activity