KFC Zinger Launch

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 Lowe as the new Col. … See the full activity...

KFC launches nail polish: Brand extension

KFC flavored nail polish – a brand too far?

KFC has introduced chicken flavored nail polish into their Hong Kong market. This new product (in 2016) is a significant extension to their brand. According to their publicity:

  • “This campaign is designed to be intriguing and fun to increase excitement around the KFC brand in Hong Kong.“

Student Activity

  1. Review KFC’s
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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.

  1. Which logos can you recognize?
  2. Why do you think that these logos were designed this way? That is, what are
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Communicating to Gen Y

Teaching notes for this activity

This discussion exercise would work best in small groups, getting students around 15 – 20 minutes to work through the questions and the issues.

Student task

The following is a summary/excerpt from a study on Millennials – otherwise known as Gen Y – and their view of marketing communication from banks. Review the following article … See the full activity...

Sexist advertising – fit with brand?

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 with the brand well represented … See the full activity...

Ethical Advertising? Tommy Hilfiger brand launch

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 Tommy Hilfiger brand is … See the full activity...

McDonald’s Sponsorships

The Ethics of McDonald’s Sponsorships

McDonald’s is a well-known fast food chain throughout the world. In recent years, it has worked hard to broaden its menu offering and try to broaden its food appeal. It has introduced some healthier options and has also added higher quality food and coffee as well.

In addition to having thousands of locations throughout the … See the full activity...

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 center and start working out. … See the full activity...

Blendtec’s Viral Campaign Success

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 to music to TV … See the full activity...

Standard Website Metrics

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 20% 80% 50%

 

QUESTIONS

  1. What
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Return on Google Advertising

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 rate 1% 5% 10%
Actions
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Awareness and Advertising Recall

This activity highlights the top level results from an awareness and advertising recall market research study. Your task here is to review the brand’s performance and see what the survey results have revealed.

 

ACTIVITY/TASK

Results in %’s Brand A Brand B Brand C Brand D
Top-of-mind 5 15 50 0
Unprompted – other 20 20 40 10
Total unprompted
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Direct or Online Marketing?

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 them decide?


ACTIVITY/TASK

Justin:

I … See the full activity...

Cause Related Marketing

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 on their marketing campaign calendar?See the full activity...

Is this high-pressure selling?

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 case concerns the approach of … See the full activity...

Promotional Strategy


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 currently consists of eleven fitness centers … See the full activity...

Working with Salespeople

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 customers phone the bank’s call … See the full activity...

Salespeople Incentive Schemes

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 schemes below: George, the salesperson, … See the full activity...

What a Sales Manager Does?

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

  1. Structuring sales bonuses
  2. Giving ‘motivational’ talks
  3. Phoning key customers
  4. Writing newsletters
  5. Helping with direct marketing activities
  6. Helping staff
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