In this activity, students will work through five ROMI calculations for a hotel chain and help them improve their marketing campaigns. Ideal activity for students to learn the different complexity of return on marketing investment metrics.
Working with ROMI Calculations Review the Teaching Activity
In this activity students will consider the value of a brand (Specsavers) utilizing a long-term tag-line. While tag-lines are often helpful for communicating positioning and guiding IMC campaigns, they may need to be refreshed at times to keep the brand modern and adaptive.
Do Tag-Lines Eventually Wear Out? Review the Teaching Activity
While many of your students are studying marketing with the intention of being a CMO, the marketing career landscape is changing and they might end up becoming a Chief Customer Officer (CCO) instead.
CMO versus CCO: Understanding the Difference Review the Teaching Activity
In this exercise, your students play the role of Creative Director and help McDonald’s design their creative messaging for a proposed new product. Unfortunately, the first idea presented was rejected and the agency needs to pitch another concept – which is where your students come in.
Designing the Central Creative Message Review the Teaching Activity
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 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.
Impact of Media on the Message Design Review the Teaching Activity
This video-based activity highlights Snickers Misspelled Words campaign that they executed through Google search ads to successfully reinforce their brand positioning.
Snicker’s Innovative SEM Campaign Review the Teaching Activity
In this video case study, students review an airline loyalty points campaign that is heavily reliant upon generating earned media.
Generating Earned Media (Video Case) Review the Teaching Activity
This is a simple exercise where students sort a variety of communication tools into the categories of paid, owned, and earned media. Good as an introductory activity to this foundational digital marketing concept.
Which is which? Paid, Owned, Earned Media? Review the Teaching Activity
This is a 20 multiple-choice question video quiz on the PROMOTIONAL MIX. It is a fun and interactive approach to revision for students, and a helpful insight for instructors on which new product topics need further explanation and discussion.
Promotional Mix MCQ Revision VIDEO Review the Teaching Activity