Selecting Sponsorship Partners
Students consider the question: On what basis (criteria) is the best approach for firms to assess a sponsorship proposal?
Selecting Sponsorship Partners Review the Teaching Activity
Member Activities
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.
The Value of Loyalty Programs Review the Teaching Activity
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.
Will the Retailer Support the Sales Promotion? 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.
Choosing a Promotional Message 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.
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.
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).
Return on Promotional Investment (ROMI) Review the Teaching Activity
Which Celebrity to Use?
Sometimes it can be effective for a firm to utilize a celebrity to help promote their product/brand. The student task is to identify whether any of the following firms could possibly benefit from using an ‘available’ celebrity.
Which Celebrity to Use? Review the Teaching Activity
Selecting the Message Appeal
The message appeal also plays a part in communicating the overall positioning for the brand/product. In this activity, students need to select the most appropriate type of ‘appeal’ (refer list below) for each challenge listed.
Selecting the Message Appeal Review the Teaching Activity
Decoding Promotional Messages
Decoding refers to how consumers will understand the marketing communication. In this activity, students need to determine what is the main message for some ambiguous promotional messages.
Decoding Promotional Messages Review the Teaching Activity