May 012017
 

In April 2017, KFC decided to introduce it’s Zinger chicken sandwich (burger) into its home American market. This is despite the product being available in KFC’s international markets for over 30 years, where it is KFC’s most popular product in 120 countries. For this activity, students need to review the launch TV commercial featuring Rob [See full activity…]

Feb 012016
 
The role of logos

Teaching Notes for this Activity In this activity, students will consider the role of a logo in the firm’s overall brand – what role does it play, how important is it? Student task Below are some well-known logos to review. Which logos can you recognize? Why do you think that these logos were designed this [See full activity…]

Nov 162014
 

Use of Sexual Appeals in Advertising Mrs Mac’s is a food manufacturer of pies, sausage rolls and pastries based in Australia. Its primary market is Australia and New Zealand, with some export markets in south-east Asia. It has worked hard to create the positioning of traditional and home-cooked food. This strategy has been generally successful [See full activity…]

Nov 162014
 

Ethics in Advertising This video is taken from a documentary on advertising called Art and Copy. The documentary discusses some of the classic advertising campaigns over time and has interviews with the creative and production staff, along with some key clients. In this small part of the documentary, the initial advertising campaign to launch the [See full activity…]

Jun 132014
 
Evaluating a Billboard Ad

In this activity, marketing students will review a “famous” billboard ad to determine whether it will be successful.   ACTIVITY/TASK Review the following billboard ad for Silberman’s Fitness Center. The ad is cleverly designed to be both “attention-grabbing” and to convey humor, and most importantly, trigger the target consumer into action and call the fitness [See full activity…]

Jul 202012
 

In this video-based mini-case, you will review two in the highly successful Blendtec collection. These YouTube videos are among the most successful viral campaigns; can you identify the reasons for their success?   ACTIVITY/TASK YouTube is one of the most popular internet sites in the world. It has a vast collection of video ranging from entertainment [See full activity…]

Jul 072012
 

The table below contains the standard top-level website metrics that every marketer needs to be familiar with. Your task is to assess the relative performance of these websites.   ACTIVITY/TASK Site A Site B Site C Visitors 10,000 100,000 200,000 Visits 40,000 120,000 400,000 Pageviews 200,000 150,000 2,000,000 CPC budget $5,000 $40,000 $100,000 Bounce rate [See full activity…]

Jul 072012
 

The table below contains some top-level online results of a few websites that has invested in Google advertising. Your task is to determine how well they have performed and whether they should continue.   ACTIVITY/TASK Site A Site B Site C Impressions 10,000 10,000 10,000 CTR 10% 5% 1% Site visitors 1,000 500 100 Conversion [See full activity…]

Jul 072012
 

A travel agency, with more than 100 outlets throughout Australia, views a direct and/or online marketing approach as a great opportunity to hold more clients, win new business and increase overall sales. However, they cannot agree on which particular tools to use – refer to excerpts of their manager’s meeting below – can you help [See full activity…]

Jul 072012
 

The following is a broad summary of the successful McHappy Day promotion used by McDonald’s in Australia, which is a good example of a large company using its brand and customer base to raise funds for charity. This activity requires you to determine whether this is really example of responsible marketing or just another day [See full activity…]

Jul 072012
 

This firm relies on heavy promotional tactics in order to generate their sales, which some people might term ‘high-pressure’ selling. Review the following case; are they effective marketers or are they engaging in unethical practices that need to change?   ACTIVITY/TASK Massage chairs are products that are sometimes promoted in shopping malls. However, this particular [See full activity…]

Jul 072012
 

This activity is based on a chain of fitness centers. They want to increase their ongoing level of promotional activity, but are unsure how best to promote themselves in the marketplace. Therefore, this activity requires you to determine the most appropriate promotional strategy (given the information in the following case study).   ACTIVITY/TASK Fitness Fast [See full activity…]

Jul 072012
 

Salespeople are part of an overall team. When a salesperson tries to work independently, the results are not always very effective. This activity highlights an ineffective situation for a mobile home loan salesman for a bank. Review the situation – what can you recommend to improve the firm’s current sales appointment practices?   ACTIVITY/TASK When [See full activity…]

Jul 072012
 

There are a variety of incentive schemes that can be implemented in order to help motivate and reward salespeople. In this exercise you need to first calculate the total salary/incentive paid in each of the following payment structures. Then you need to determine which structure is the best approach.   ACTIVITY/TASK For all the incentive [See full activity…]

Jul 072012
 

As implied by his/her title, a sales manager is responsible for achieving targeted sales through the effective management of a sales team. In this activity, you need to identify (from the list below) what tasks that a sales manager actually does.   ACTIVITY/TASK Structuring sales bonuses Giving ‘motivational’ talks Phoning key customers Writing newsletters Helping [See full activity…]