Evaluating Direct Marketing Results
In this task, students are introduced to the concept of return on marketing by looking at the profitability of an email direct mail campaign.
Evaluating Direct Marketing Results Review the Teaching Activity
Review Exercises
Selecting Sponsorship Partners
Students consider the question: On what basis (criteria) is the best approach for firms to assess a sponsorship proposal?
Selecting Sponsorship Partners Review the Teaching Activity
Using Trade Promotions
In this activity, students are presented with a list of trade promotion tools and choose the ones most appropriate for two different firms, with differing promotional objectives.
Using Trade Promotions Review the Teaching Activity
Which Sales Promotion Tool?
Firms may use a variety of sales promotion tools to help them increase short-term sales. Students choose from a list of possible tools and identify which one/s would be most appropriate.
Which Sales Promotion Tool? Review the Teaching Activity
Setting Promotional Objectives
Students assume responsibility for the promotion of McDonald’s ‘healthy menu’ campaign (designed to help reposition the brand), and they need to select the most appropriate promotional objectives.
Setting Promotional Objectives Review the Teaching Activity
Setting the Promotional Budget
In this activity, you simply need to match each example provided to the approach that the firm has used in setting/determining its promotional budget.
Setting the Promotional Budget Review the Teaching Activity
Selecting the Message Source
There are a number of other options for the ‘source’ of the firm’s promotional messages. The student task in this activity is to identify which source would probably be the most appropriate for each particular promotional challenge.
Selecting the Message Source Review the Teaching Activity
Which Celebrity to Use?
Sometimes it can be effective for a firm to utilize a celebrity to help promote their product/brand. The student task is to identify whether any of the following firms could possibly benefit from using an ‘available’ celebrity.
Which Celebrity to Use? Review the Teaching Activity
Selecting the Message Appeal
The message appeal also plays a part in communicating the overall positioning for the brand/product. In this activity, students need to select the most appropriate type of ‘appeal’ (refer list below) for each challenge listed.
Selecting the Message Appeal Review the Teaching Activity
Decoding Promotional Messages
Decoding refers to how consumers will understand the marketing communication. In this activity, students need to determine what is the main message for some ambiguous promotional messages.
Decoding Promotional Messages Review the Teaching Activity