Decoding Promotional Messages
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.
communication
Selecting the Message Appeal
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?
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
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.
Buying Media
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
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
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
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
Selecting Sponsorship Partners
Students consider the question: On what basis (criteria) is the best approach for firms to assess a sponsorship proposal?
EXCLUSIVE MEMBER ACTIVITY
J.C. Penney’s Cost-cutting Transformation
In this mini-case, students 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?