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 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
For this activity, student need to determine the three most suitable IMC tools for several businesses with differing promotional objectives.
Which IMC Tools to Use? Review the Teaching Activity
Students are presented with a list of common distribution channels for a bank. The task is to identify the most appropriate mix of channels for two different banks.
Selecting Distribution Channels Review the Teaching Activity
In this exercise, students are presented with eight product alternatives, as they would find in a supermarket environment. As they will see, price is simply one aspect of the consumer’s perception of value.
How Important is Price? Review the Teaching Activity
Students need to identify what would be the most appropriate pricing reaction for various market situations and competitive actions.
EXCLUSIVE MEMBER ACTIVITY
Competitive Pricing Responses Review the Teaching Activity
In this activity, the student task is to determine what average prices will need to be charged by these small retailers so they end up making a good profit.
EXCLUSIVE MEMBER ACTIVITY
What Price Mark-up is Needed? Review the Teaching Activity
Students set prices using marginal analysis. This pricing approach looks for the maximum profit point, considering the firm’s cost structure and the likely sales at different price points.
EXCLUSIVE MEMBER ACTIVITY
Price Calculations: Marginal Analysis Review the Teaching Activity
Students use target profit pricing to determine how many units we will need to sell to both cover costs AND achieve a set profit.
EXCLUSIVE MEMBER ACTIVITY
Price Calculation: Target Profit Pricing Review the Teaching Activity
Work through two examples of using break-even analysis for pricing, to gain a better understanding of this approach.
EXCLUSIVE MEMBER ACTIVITY
Price Calculation: Breakeven Pricing Review the Teaching Activity