In this simple, but quite challenging, exercise students classify ads into the categories of informative, persuasive, and reminder advertising. This is a great task to help students distinguish between these somewhat confusing differences. The “need” for reminder style advertising is also explored.
Informative, Persuasive, or Reminder Advertising? Review the Teaching Activity
In this task students explore the gap between the consumer’s actual and desired states and its role in triggering need/problem recognition. A series of 8 print ads are used and the exercise also provides introductory information and also touches on low and high purchase involvement.
Desired vs Actual States Review the Teaching Activity
This activity is all about drilling down on consumer needs to explore the range of underlying motivations for behavior. Students are presented with a series of consumer statements and their task is to look beyond the top-level and to dig deeper into a fuller set of motivations and needs.
Digging Deeper with Consumer Motivation Review the Teaching Activity
In this activity, students need to segment consumers – based on their comments, attitudes, and behaviors – using demographic, psychographic, and behavioral segmentation bases, to construct three different segmentation structures. Then they need to determine which segmentation structure is the best from a marketing perspective.
Using Different Bases for Market Segmentation Review the Teaching Activity
This activity is for students near the end of studying Marketing 101 (or similar) as it poses a number of clarification and understanding questions relating to research, product mix, consumer needs, and segmentation = a mix of topics, rather than one set topic area. It is also a supplementary activity that leads into Using Different Bases for Market Segmentation.
Understanding Marketing Terms Review the Teaching Activity
One of the misconceptions regarding brand image analysis is that there is “one right perceptual map” to use to demonstrate a brand positioning. In this exercise, the students take on the role of marketing analysts and take a deep dive into brand image analysis and perceptual mapping.
Undertaking Brand Image Analysis Review the Teaching Activity
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.
Are Price Discounts Worthwhile? Review the Teaching Activity
This case looks at Patagonia, a company that is highly successful in terms of growth and profits, but also makes a substantial contribution to the environment, sustainability, and even to the anti-consumer movement and ideology.
Patagonia Case Study: Marketing to Anti-Consumers Review the Teaching Activity
In this activity, students explore the motivations for luxury consumption – that is, why some consumers are drawn to luxury brands, despite their significant price points – to help segment this valuable market even further.
Understanding the Motivations of Luxury Consumption Review the Teaching Activity
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.
Repositioning Upwards (Video Case Study) Review the Teaching Activity