Final insights of last week's case: Walmart Inc. takes on Amazon.com
How would you feel if you turned on your smartTV and the first thing you saw (before even choosing your favorite streaming service) was an ad for chocolates?
The Strategy:
Last month ads pushing Hershey’s S’mores started running on LG home screens, which means viewers saw the ad when they turned on their TVs, even before they picked what they wanted to watch.
Think about it:
Was this a good strategy for Hershey's?
Do you think people bought more chocolates after seeing the ad?
What are the risks of this type of strategies?
Video Linkedin
From your point of view/expertise:
In your industry, what works and why on IMC?
Share a success example from your own firm.
Share a failure case from your own firm.
In your industry, what are some of the biggest marketing communication challenges?
From your point of view/expertise:
Are you aware of a PR crisis in your own firm? How did the PR team solved the crisis?
For the product you are launching, which media is a must?
Which media you'll never use? Why?
What are the ethical concerns when using IA, algorithms, or big data in advertising?
Let's work:
Practical Application on Integrated Marketing Communications
Possible topics for your report include exceptional advertising, IMC campaigns, new advertising formats, unique sales promotions, new advertising media, advertising content and format effectiveness, etc.
According to Nielsen a good campaign needs 4R:
Practical Application on Integrated Marketing Communications
Search and identify a recent article (2019-2023) related to the topic of the module (advertising, sales promotion, etc.)
You might search in Harvard Business Review, Sloan Management Review, California Management Review, Fortune, the Economist, the Wall Street Journal, Kellogg Insight, etc.
Search and analyze a real example of the topic studied.
Submit a 2-4 page Word/PPT document, with your analysis.
Use APA style to format citations and references.
For next week:
Airport Retailing at Mondelez: The Launch of Toblerone Crunchy Almond in Asia
Give me a PIN with your feedback of today's class.
Class 9 Consumer Behavior
Dra. Alicia de la Peña
Created on November 30, 2023
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Transcript
Consumer Behavior and Marketing Strategies
Class 9
lass 3
Final insights of last week's case: Walmart Inc. takes on Amazon.com
How would you feel if you turned on your smartTV and the first thing you saw (before even choosing your favorite streaming service) was an ad for chocolates?
The Strategy:
Last month ads pushing Hershey’s S’mores started running on LG home screens, which means viewers saw the ad when they turned on their TVs, even before they picked what they wanted to watch.
Think about it:
Video Linkedin
From your point of view/expertise:
From your point of view/expertise:
Let's work:
Practical Application on Integrated Marketing Communications
Possible topics for your report include exceptional advertising, IMC campaigns, new advertising formats, unique sales promotions, new advertising media, advertising content and format effectiveness, etc.
According to Nielsen a good campaign needs 4R:
Practical Application on Integrated Marketing Communications
For next week:
Airport Retailing at Mondelez: The Launch of Toblerone Crunchy Almond in Asia
Give me a PIN with your feedback of today's class.
Positive Interesting Needs Improvement