This viral sales promotion met its various marketing objectives, but questions can be raised about the brand’s integrity and fit with positioning because of the use of an sexual appeal in the campaign.
This activity highlights the initial advertising campaign to launch the Tommy Hilfiger brand. But the campaign was not based on strategy, but based upon a strong creative idea.
Is it ethical that McDonald’s uses sponsorships in order to create positive view of the company by doing good things in the community and for local groups?
In this activity, marketing students will evaluate a few press and billboard ads to determine whether the messaging is clear and effective.
In this video-based activity, students will review an overview of a marketing launch of a chocolate bar that has been reintroduced into the market in the UK. The video provides a good overview of the launch campaign.
In this video-based mini-case, students review two Blendtec videos. These YouTube videos are an example of successful viral campaigns. Students need to identify the reasons for their success.
In this video-based mini-case, students will review the repositioning efforts of Coca-Cola in Australia with their energy drink branded “Mother Energy”.
Students are presented with a table containing the standard top-level website metrics that every marketer needs to be familiar with. The task is to assess the relative performance of these websites.
Students are presented with the top-level key results of a few websites that have invested in Google advertising. The task is to determine how well they have performed and whether they should continue to use search engine ads.
This activity highlights the top level results from an awareness and advertising recall market research study. The task here is to review the brand’s performance and see what the survey results have revealed.