MKT6302 Promotional Marketing

Questions:

1. Read "Creative strategies of Super Bowl commercials 2001-2009: an analysis of message strategies" (in the Reading List). Answer the following question:

What are the differences between low- and high-involvement products in advertising?
To support your discussion, please refer to some Super Bowl commercials that are for low- and high-involvement products.

2. Go to the Coles, Woolworths, IGA and Aldi websites.

Discuss how each supermarket is establishing a point of difference over its competitors and how you view each brand is attempting to position themselves in the minds of consumers. Is it easy to see what is 'the big idea' behind the MarCom strategy of each brand?

3. Read the paper "Frontiers of the Marketing Paradigm for the Third Millennium: Experiential Marketing" [found in the Reading List] and answer the following question:

"Have you ever bought a product or service because of creative or engaging experiential marketing?
What made it so effective and drove your consumer behaviour?
If you have never been persuaded by experiential marketing, what could marketers do with this tool to be more effective with you?"

Be sure to use a personal example in your discussion and briefly link your analysis to the marketing literature.

4. Do you feel print media still has a role to play in an IMC campaign - or is print media becoming less relevant each year?

Support your answer with justification and supporting examples.