Which IMC Tools to Use?

Different organizations, with different goals, will find that a different mix of IMC tools will be more appropriate for their needs.  For this activity you need to determine the three most suitable IMC tools for each organization listed (using the simplified list of tools provided below).


ACTIVITY/TASK

Select from this simplified list of IMC Tools

  • TV advertising
  • Personal selling
  • Radio
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Should You Have Your Own Sales Team?

In this activity, you need to determine whether a new furniture manufacturer should set up its own sales team or utilize an established company of sales agents (as briefly outlined below). To help you determine the most appropriate option, a number of consideration questions have been provided for you.

 

ACTIVITY/TASK

Option One

  • Set up your own team of ten sales
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Should We Use a Wholesaler?

A common cliché is ‘let’s cut out the middle man’. Removing the middle-man (a wholesaler) from the channel will provide a higher per unit margin for a manufacturer, but will it result in a higher profit overall? For this activity, help the following manufacturer decide whether or not they should use a wholesaler?

 

ACTIVITY/TASK

Olive’s Olives is a producer of … See the full activity...

Handling Channel Conflict

When a firm utilizes multiple channels, it is likely that channel conflict will occur from time to time. The following situation is based upon a real business situation. What would you do in this situation?

 

ACTIVITY/TASK

Pop-mints are a fairly successful brand of breath fresheners. Their main competitor is Tic Tacs, and their indirect competitors are the various brands of … See the full activity...

Designing Internal Marketing

Assume you were the marketing manager for a bank and you are planning a major new product launch, with a substantial advertising and direct mail budget. As you need to rely upon the bank’s branch and call center staff to complete the sales, you will need to develop an internal marketing program (use the checklist below as a guide).

 

ACTIVITY/TASKSee the full activity...

Need to improve Internal Marketing?

In this activity, you need to first review the following manager’s discussion regarding the disappointing performance of a marketing campaign.  Given the information provided, identify where do you think the problem occurred? Does this firm need to spend more time and effort on its ‘internal marketing’ program?

 

ACTIVITY/TASK

 Bill:

Our sales are below target for this campaign – we need … See the full activity...

Which Learning Theory?

There are number of different learning theories. In the following short case study, the firm is considering four promotional approaches. Each of their promotional approaches relies on a different learning theory. Can you identify what they are and how to use them?

 

ACTIVITY/TASK

Billy had just started his business – Billy’s Cookies – a range of cookies targeted at … See the full activity...

Perception – Which Ad is Best?

Your task in this exercise is to select the best radio commercial from the three presented below.  You will need to consider the model of perception (which is how consumers’ process information). As a quick recap, this model suggests that consumers often learn about products/brands in a passive/disinterested manner (requiring the ad to get attention). And consumer’s short-term memory See the full activity...

Using Motivation Theories

There are various theories of motivation listed in textbooks. For this activity, you need to identify different ways of motivating consumers to buy a mobile phone and to visit a particular restaurant. To help you with this activity, an example has already been provided for you.

ACTIVITY/TASK

Motivation Level

For a car

For a restaurant

For a mobile phone?

Everyday

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Analyzing Campaign Results

A key aspect of a marketing role, especially early in a career, is analyzing campaign results. In this particular exercise, you are presented with the campaign results from a bank that has tested different promotional tactics. Your task here is to analyze which aspects of the campaign test have been effective.

ACTIVITY/TASK

In this direct marketing campaign, a bank has … See the full activity...

Defining the Market Research Problem

The first step in the market research process is defining the problem. Some textbooks even suggest that this is the most difficult stage. When you first hear this statement it sounds strange – how can the firm not know its own problem? Well hopefully this activity will help clarify that situation. The following firm is looking to undertake some market See the full activity...