Even More Teaching Activities
Reviewing a Multi-Attribute Model
In this exercise, students review the results of a multi-attribute attitude model, which compares consumer's perceptions of two fast food restaurants (McDonald's and Burger King).
Improving Poor Positioning Slogans
Tag lines gone wrong. Students need to review poorly written slogans and see if they can rewrite them more appropriately, while still maintaining their central message.
Overcoming Service Intangibility
Students review a marketing campaign video for Taikang Insurance, where the firm has cleverly used technology to overcome the hurdle of service intangibility and make insurance "real".
Snicker’s Innovative SEM Campaign
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