Jul 112012
 

In this mini-case, you will review the efforts of the J.C. Penney department store to more efficiently compete on price, primarily underpinned by a cost-cutting program. But is this the best approach?   ACTIVITY/TASK The J.C. Penney department store chain is currently through a major cost-cutting program, associated with its transformation strategy. The firm’s goal [See full activity…]

Jul 072012
 

Medium to large firms tend to have many sponsorship opportunities presented to them. Keeping in mind that a sponsorship should be viewed a promotional tool (rather than simply a donation), please rank (in terms of value to the firm) the following sponsorship opportunities for a large supermarket chain.   ACTIVITY/TASK Opportunity A A small charity [See full activity…]

Jul 072012
 

This activity is based on a local regional bank that was become a little old-fashioned and behind the times. Their plan is to adopt a more modern image, whilst maintaining their strengths of being local and caring about their customers.  One of the first initiatives that they are undertaking is the development and launch of [See full activity…]

Jul 072012
 

It seems fairly obvious that the goals/objectives of a promotion would be to increase sales and profit. And, of course, you would usually need to achieve those goals to justify the cost of the campaign. But take a look at the list of possible promotional goals listed below. Assume that you were responsible for the [See full activity…]

Jul 072012
 

Planning and developing a promotional campaign will take many months. This is because there are so many activities that need to be considered and organized. For this activity, assume that you worked for a TV manufacturer – they are launching a new TV product – how long would it take you complete the each of [See full activity…]

Jul 072012
 

After setting the overall promotional budget, the next task is to allocate it across various media options.  In this activity, you need to allocate the overall promotional budget (of 100 points, for a three month campaign) to help support the launch of a new computer game console (that is, in competition with Sony PlayStation and [See full activity…]

Jul 072012
 

There are a number of other options for the ‘source’ of the firm’s promotional messages. Your task in this activity is to identify which source would probably be the most appropriate for each particular promotional challenge.   ACTIVITY/TASK Some Possible Different Message Sources The firm’s CEO (e.g. Richard Branson) A celebrity An expert (such as [See full activity…]

Jul 072012
 

Sometimes it can be effective for a firm to utilize a celebrity to help promote their product/brand. Your task is to identify whether any of the following firms could possibly benefit from using an ‘available’ celebrity. If so, which available celebrity would be most appropriate?  (Note: A limited list of celebrities has been provided to [See full activity…]

Jul 072012
 

‘How’ to communicate the desired message is an important aspect in the overall effectiveness of a promotion. The message appeal also plays a part in communicating the overall positioning for the brand/product. In this activity, you need to select the most appropriate type of ‘appeal’ (refer list below) for each challenge listed.   ACTIVITY/TASK You [See full activity…]

Jul 072012
 

Decoding refers to how consumers will understand the marketing communication. In this activity, you need to determine what is the main message for the following promotional messages. Keep in mind that most ads do not include a lot of copy (text), so they often have to draw conclusions or will use their existing perceptions   [See full activity…]