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All the Super Bowl 22 Ads…

February 14, 2022 by Joe Cannon 1 Comment

What did you think of the Super Bowl? No, not the game — we teach marketing, we watch the ads. I find it fun to show students ads to kick off class for a couple of weeks after the big game. It is fun to ask them about strategy:

  1. Who was the target market for this ad?
  2. What was the promotion objective for this ad?
  3. How would you measure the success of this ad?

The ads get students’ attention. The questions move it from in-class entertainment to a better understanding of many key marketing concepts–and our ultimate goal engagement!

If you want, you can “Watch all the commercials from the 2022 Super Bowl.” My favorite “go-to” site over the years was the USA Today Admeter. That is now behind a pay wall – so you may or may not have access. This rating system is based on popularity — and it can kick off a discussion of whether the advertiser’s goal was to win awards or perhaps build awareness, create positioning, or get action (sales or sign-ups). If you want other people’s opinions, you can start with Fast Company’s “The 5 best Super Bowl ads of 2022 (and the worst one)” and read their critique. I love their choice for #1:

Filed Under: Advertising, Chapter 03, Chapter 04, Chapter 07, Chapter 13, Chapter 15

How about subscribing to a month of tacos?

February 7, 2022 by Joe Cannon Leave a Comment

I love creative marketing ideas — and especially creative pricing approaches. In recent years we have seen subscription models take off. Companies like them because they provide predictable, recurring revenue and generate more information and data about customers. It raises customer lifetime value (see Chapter 2). Of course cell phone service, streaming video, magazines and newspapers have long used this model. But more recently, we have seen automakers (including Volvo), fitness products (Peloton) and now even fast food (Taco Bell) use a subscription model. Read more about the Taco Lover’s Pass in this article at CNN.com. These examples might supplement your coverage of pricing (Chapters 17 and 18) or customer lifetime value.

Filed Under: Chapter 02, Chapter 17, Chapter 18

Sonic Branding…

January 31, 2022 by Joe Cannon Leave a Comment

Some content is delivered much better in an audio format. Take sonic branding — the creation of a sound that becomes associated with a brand. Some of the more well-known examples are Intel, Netflix, and McDonalds (all of those examples came from a longer 11 minute video on sonic branding — which you could assign or show in class if you want). But I found this podcast case study on the development of HBO’s new sonic idea to be particularly interesting. The podcast goes into a lot of depth on the factors HBO thought about and some of the marketing research they conducted. It will be a nice supplement to a discussion of branding (Chapter 8) or maybe marketing research (Chapter 7).

Filed Under: Chapter 07, Chapter 08

How many young people live with their parents?

January 27, 2022 by Joe Cannon Leave a Comment

Scott Galloway, marketing professor at NYU, is one of my favorites. I like his short little videos that cover some interesting fact or trend. This week’s video shares how the percent of young people living with their parents has changed over the last 100 years. The data is interesting. This could be used in class to stimulate a discussion on what this trend might mean for marketers. The in-class activity might work best if you had students assigned to a particular industry, some ideas: a) apartment complex, b) home builder, c) pizza restaurant, and d) cell phone company. I added the last two because they are more marginally relevant and might get students to be more creative. WARNING: Scott does curse in this video – be aware of that it you plan to show it in class and have any concerns.

Filed Under: Chapter 03, Chapter 05, Video

Branding Changes Respond to Consumer Attitudes

January 24, 2022 by Joe Cannon Leave a Comment

You may have noticed fewer “diet” soft drinks on store shelves in the last few years. Apparently “younger people just don’t like the word ‘diet'” according to the CMO at PepsiCo. Responding to this, Pepsi, Coke, and other soft drink makers have switched product names to emphasize “Zero” or “Zero Sugar.” You can read more in “‘Diet’ soda is disappearing from store shelves.”

The changes in brand names are a reaction to changes in consumer attitudes and behavior. This provides a nice example of the marketing strategy process planning model at work — context (social cultural factors) and customers lead to changes in marketing strategy. This might be a good example to add to your lecture on consumer behavior (Chapter 5) or branding and product names (Chapter 8).

Filed Under: Chapter 05, Chapter 08

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