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
This discussion exercise is an introduction to calculating customer lifetime value, which would be suitable for students of services marketing and metrics – and perhaps some students of advertising/promotion.
This student exercise uses a YouTube video that shows Steve Jobs announcing the iTunes phone in 2005, two years before the iPhone. It introduces students to strategic alliances, competitive strategy, capabilities, and the new product process.