Tag Archives: promotion

China’s Great Firewall

While many people and countries view the Internet as a place of total freedom to say whatever they want – often without fear of reprisal – inside of China’s Great Firewall there exists an extensive system of filters and controls. The system is often quite subjective, and at times even contradictory. Nonetheless, for the 700 million Chinese, use is growing exponentially.

This summer, China’s fast-growing digital media sector set 68 categories of material that are censored. The guidelines ban material that include excessive drinking or gambling, sensationalizing criminal cases, ridicules historical revolutionary leaders, current members of the military, police, judiciary, or anything that promotes and publicizes “luxury life.” Also banned are material associated with prostitution, rape, affairs, partner swapping, and sexual liberation.

Despite the restrictions and bans, China’s Internet continues to expand. While China bans Facebook, Twitter, and Google apps, the use of WeChat in the country is expanding. In China, WeChat is a super-app that does virtually everything a user needs, all from within the app itself. Need a service? Want to schedule a lunch? Transfer funds? Post a review? Buy something? It is all contained within the app, making it powerful, and also a little scary. Advertisers love it, but all data must be shared with the Chinese government.

Group Activities and Discussion Questions:

  1. Discuss the freedoms of the Internet. Are there downsides to this?
  2. View the NYT video on WeChat in China: https://nyti.ms/2jZdURP
  3. How does the Great Firewall impact global marketing?
  4. Show the TED Talk about China’s Great Firewall: https://www.ted.com/talks/michael_anti_behind_the_great_firewall_of_china
  5. What are the implications for global commerce?

Source: New York Times

 

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Ads, Ads, Everywhere….

 

Advertising is everywhere. Actually, make that EVERYWHERE! As far as the eye can see, it can land on an advertisement or promotion. Whether it is traditional media (such as radio and TV) or other places such as billboards, vending machines, bus stops, toilet stalls, gas pumps, subway turnstiles, street crossings… you get the point. We are surrounded by advertising.

A recent study estimates that daily media consumption is now at an all-time high of 9.8 hours. However, the good news for consumers is that they now have more tools (such as DVRs and remote controls) for avoiding ads. Another study noted that message and brand exposure can range anywhere from 3,000 to 20,000 messages per day. The higher numbers include labels seen in stores (or on clothes), ads in mailboxes, cars on the highway, etc. However, consumers cannot really process that many exposures. What does it amount to?

  • 5,000+ ads/brand exposure per day
  • 362 “ads only” exposure per day
  • 153 “ads only” noted per day
  • 86 “ads only that gain awareness per day
  • Finally, only 12 “ads only” made an impression

Bottom line: Only a very small number of advertisements make it through our filters and lead to sales. The tricky part for marketers is to determine which ads are the important ones.

Group Activities and Discussion Questions:

  1. Have students look around the room and in their backpacks/bags. How many ads or brands do they see?
  2. Poll students: Who watched TV last night? What ads do they recall?
  3. Show the article with chart: https://sjinsights.net/2014/09/29/new-research-sheds-light-on-daily-ad-exposures/
  4. Put students into teams. Have each team identify an advertisement that they can recall and believe is effective.
  5. Have the teams explain how this ad was effective.

Source: SJ Insights, Media Dynamics, Inc.

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Top Global Brands of 2017

What is a brand? Does a brand have a financial value? These are critical questions that drive the strategic marketing decisions of corporations around the world. In general, marketers define brand as the position that a company/product holds in the minds of the consumers. It follows then that if the brand holds a position in consumers’ minds, then it would definitely translate into a financial value for companies.

Each year, Interbrand does a financial analysis that seeks to define, in dollars, the value of a company’s brand – the result is the annual Best Global Brands ranking. In order to be included in the analysis the brand must be global – it must have successfully crossed geographic and cultural boundaries:

  • At least 30% of revenue must come from outside the brand’s home country.
  • It must have presence in at least three continents as well as broad geographic coverage in emerging markets.
  • There must be sufficient publicly available data on the brand’s financial performance.
  • Economic profit must be expected to be positive over the longer term, delivering a return above the brand’s operating and financing costs.
  • The brand must have a public profile and awareness above and beyond its own marketplace.

Interbrand’s brand valuation methodology seeks to determine, in customer and financial terms, the contribution of the brand to the company’s business results. There are three key components in the methodology for the valuations: analyses of the financial performance of the branded products or services, of the role the brand plays in the purchase decision, and of the competitive strength of the brand.

The results – well, see for yourself by viewing the interactive report at http://interbrand.com/best-brands/best-global-brands/2017/. The top global brands may surprise you.

Group Activities and Discussion Questions:

  1. Ask students to define “brand.” What is it? Does it have value to a company?
  2. Have students take out a piece of paper (or write answer on laptops). Ask them to choose what they thing are the top 10 most valuable brands in the world. Then show the top 10 list from the Global Brand report.
  3. Bring up the Web site: http://interbrand.com/best-brands/best-global-brands/2017/
  4. Show the video explaining the report: http://interbrand.com/best-brands/best-global-brands/methodology/
  5. Show students several of the sections within the site and view some of the videos as a class.
  6. Divide students into teams and assign each team an industry category to examine: automotive, apparel, beverage, electronics, energy, etc.
  7. Have each team present key findings from the industry sector they examined.
  8. How can these findings be applied in marketing strategies?

Source: Brandchannel.com, Interbrand.com

 

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