advertising Archives - Great Ideas for Teaching Marketing

Perception: Which Ad is Best?

Consumer Behavior, Decisions and Mini-Cases, Member Activities, Promotion

The task in this exercise is to select the best radio commercial from the three presented, considering the model of perception (how consumers process information).

Decoding Promotional Messages

Consumer Behavior, Free Activities, Introductory Concepts, Promotion, Review Exercises

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.

Selecting the Message Appeal

Consumer Behavior, Member Activities, Promotion, Review Exercises

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.
EXCLUSIVE MEMBER ACTIVITY

Which Celebrity to Use?

Consumer Behavior, Member Activities, Promotion, Review Exercises

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.
EXCLUSIVE MEMBER ACTIVITY

Selecting the Message Source

Consumer Behavior, Free Activities, Promotion, Review Exercises

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.

Return on Promotional Investment (ROMI)

Analysis and Metrics, Member Activities, Promotion

For each of the following decisions, students will calculate and determine whether the promotional expenditure generates a positive return on investment (that is, a marketing return on investment = ROMI).
EXCLUSIVE MEMBER ACTIVITY

Buying Media

Analysis and Metrics, Decisions and Mini-Cases, Member Activities, Promotion, Strategy and Plans

In this activity, students need to allocate the overall promotional budget to help support the launch of a new computer game console.
EXCLUSIVE MEMBER ACTIVITY

Promotional Plan for a New Product Launch

Decisions and Mini-Cases, Member Activities, New Product Process, Promotion, Strategy and Plans

For this activity, students plan for a TV manufacturer – they are launching a new TV product – they need to work out the launch plan details.
EXCLUSIVE MEMBER ACTIVITY

Setting Promotional Objectives

Free Activities, Promotion, Review Exercises, Strategy and Plans

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.

Choosing a Promotional Message

Consumer Behavior, Decisions and Mini-Cases, Member Activities, Promotion, Segmentation and Positioning

This activity is for local bank who wants to adopt a more modern image. The student task is to choose the best promotional/campaign theme from the list of alternatives to help with the repositioning.
EXCLUSIVE MEMBER ACTIVITY