J.C. Penney’s Cost-cutting Transformation

In this mini-case, you will review the efforts of the J.C. Penney department store to more efficiently compete on price, primarily underpinned by a cost-cutting program. But is this the best approach?

 

ACTIVITY/TASK

The J.C. Penney department store chain is currently through a major cost-cutting program, associated with its … Continue reading...

Selecting Sponsorship Partners

Medium to large firms tend to have many sponsorship opportunities presented to them. Keeping in mind that a sponsorship should be viewed a promotional tool (rather than simply a donation), please rank (in terms of value to the firm) the following sponsorship opportunities for a large supermarket chain.

 

ACTIVITY/TASK

Opportunity Continue reading...

Choosing a Promotional Message

This activity is based on a local regional bank that was become a little old-fashioned and behind the times. Their plan is to adopt a more modern image, whilst maintaining their strengths of being local and caring about their customers.

 One of the first initiatives that they are undertaking Continue reading...

Buying Media

After setting the overall promotional budget, the next task is to allocate it across various media options.  In this activity, you need to allocate the overall promotional budget (of 100 points, for a three month campaign) to help support the launch of a new computer game console (that Continue reading...

Selecting the Message Source

There are a number of other options for the ‘source’ of the firm’s promotional messages. Your task in this activity is to identify which source would probably be the most appropriate for each particular promotional challenge.

 

ACTIVITY/TASK

Some Possible Different Message Sources

  1. The firm’s CEO (e.g. Richard Branson)
  2. A celebrity
Continue reading...

Which Celebrity to Use?

Sometimes it can be effective for a firm to utilize a celebrity to help promote their product/brand. Your task is to identify whether any of the following firms could possibly benefit from using an ‘available’ celebrity. If so, which available celebrity would be most appropriate?  (Note: A limited list of Continue reading...

Selecting the Message Appeal

‘How’ to communicate the desired message is an important aspect in the overall effectiveness of a promotion. The message appeal also plays a part in communicating the overall positioning for the brand/product. In this activity, you need to select the most appropriate type of ‘appeal’ (refer list below) for each Continue reading...

Decoding Promotional Messages

Decoding refers to how consumers will understand the marketing communication. In this activity, you need to determine what is the main message for the following promotional messages. Keep in mind that most ads do not include a lot of copy (text), so they often have to draw conclusions or will Continue reading...