This Week In Marketing: January 16, 2012

This week's highlights (with applicable teaching topics):

• Facebook Engagement – Public Relationsh, Online, Social Media
• Barbie in Iran – Global Marketing, Cultural Differences, Product Positioning
• Over-Packaged – Green Marketing, Sustainability, Packaging, Product Positioning
• Super Bowl Firsts  - Advertising, Campaigns

Facebook Engagement

• The article: Hershey's three pillars of Facebook engagement from ragan.com.
• The facts: With multiple product brands (e.g. Reeses, Jolly Rancher, Hersey’s Kisses, and more) each having their own Facebook pages, the PR team at Hershey still manage to regularly engage with fans, in part by sticking to three key pillars: awareness, content, and agility.
• Classroom uses: Ask students to email you their favorite Hersey’s product Facebook page. Also ask students to read the article. Then, pick out a couple of the example Facebook pages and look at them in class. Discuss what types of situations create opportunities for PR on Facebook.

Barbie in Iran

• The article: Iran morality police target Barbie dolls from Irishtimes.com.
• The facts: Iran's morality police are cracking down to protect the public from Barbie’s western culture eroding Islamic values. This order, issued about three weeks ago, has forced shopkeepers to hide Barbie behind other toys so they can meet demand for the dolls while avoiding being closed by the police.
• Classroom uses: This article is a very interesting snapshot of cultural differences that products and companies experience in global marketing. Use it to spark a discussion of how products might change for other markets, or how a product might change a market.

Over-Packaged

• This radio segmentand article: Consumers believe products are over-packaged, survey finds is from BevIndustry.com.
• The facts: A recent survey shows that three quarters of consumers believe that products are over-packaged. Minimal packaging is most preferred, followed by recyclable packaging and use of environmentally friendly packaging materials. Consumers are showing an increased adoption of new, especially easily executed, behaviors that can help save the planet.
• Classroom uses: Bring some products that you have at home and use them as a discussion about packaging and sustaiinability!

Super Bowl Firsts

• The article: First time Super Bowl advertisers push to get noticed. from USA Today.
• The facts: "There is no middle ground on the Super Bowl," says David Lubars, creative chief at agency BBDO, which has made dozens of Super Bowl spots, including one for M&M's this year. "You either kill or get killed." This article features a number of newbies, and how they plan to make a killing.
• Classroom uses: Have fun watching the examples – have your class vote on which ads they think will be the best this year.