Generating Earned Media (Video Case)
In this video case study, students review an airline loyalty points campaign that is heavily reliant upon generating earned media.
EXCLUSIVE ACTIVITY FOR MEMBERS
Promotion
Snicker’s Innovative SEM Campaign
This video-based activity highlights Snickers Misspelled Words campaign that they executed through Google search ads to successfully reinforce their brand positioning.
EXCLUSIVE ACTIVITY FOR MEMBERS
Setting Marketing Targets
In this activity, students examine the financial performance of an online firm and work out the different ways of setting marketing targets to deliver the required increase in profitability.
EXCLUSIVE ACTIVITY FOR MEMBERS
Overcoming Service Intangibility
Students review a marketing campaign video for Taikang Insurance, where the firm has cleverly used technology to overcome the hurdle of service intangibility and make insurance “real”.
Repositioning Upwards (Video Case Study)
This case study examines a repositioning campaign for Vita-Weat, which is a brand of crackers in Australia. In this promotional campaign, this brand of “dull” and perceived budget crackers was successfully repositioned to be seen as a gourmet food offering and tapping into the “foodie” culture trend.
Difference Between Target Markets and Target Audiences
In this exercise, students will be presented with a mix of target markets and multiple target audiences for a new social initiative. It is a helpful activity for clarifying the difference between target markets and audiences. And it is very flexible, as it can be run as a case study discussion, as a marketing debate, or even a student role-play.
EXCLUSIVE ACTIVITY FOR MEMBERS
Are Price Discounts Worthwhile?
As we know, sales promotions and discounts are commonly used in supermarket channels. However, do they make a difference? In this activity, students examine different consumer motivations, using an excerpt from a focus group, to identify the type of consumer (segment) that are responsive to sales promotions and why – as well as identifying the long-term impact on a brand, if any.
Impact of Media on the Message Design
In this task, students consider the impact of media selection on the message design in IMC. Students are presented with a central creative message for a strategic repositioning campaign and need to construct advertising designs suitable for different media channels.
Analyzing Advertising Effectiveness
Students will analyze 10 print or billboard ads – considering attention, central messaging, perception, target audience, brand positioning fit, and likely sales impact. A great exercise for students to start thinking like analytical marketers, rather than passive consumers.