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Don Draper: In Mad Men, Advertising is Cool Don Draper is a fictional character inhabiting a fictional representation of the 1960s US advertising industry, Mad Men. I don’t want to talk about the iconic social story lines, though. I want to identify some of the advertising techniques Don Draper uses, that really do work. Watch
Read MoreVance Packard – The Hidden Persuaders Vance Packard was not an advertising executive nor a marketer: he was a journalist. But, his book, the Hidden Persuaders, exposed the 1950s advertising industry. In many ways, Hidden Persuaders provides the background scenery of television’s iconic denizens of Madison Avenue: the Mad Men – https://geni.us/FFOIbk Watching this video
Read MoreDavid Ogilvy: The Father of Advertising Salesman, intelligence officer, pollster, farmer, and founder of Advertising giant, Ogilvy and Mather. David Ogilvy is known as the ‘father of advertising’, but is really the man who modernized the advertising industry. Watching this video is worth 2 Management Courses CPD Points*. 🔎 See below for details Marketing for
Read MoreSeth Godin: Powerhouse of Marketing Ideas The internet has changed marketing and advertising. There are new rules, new tools, and new gurus. One of the first to see this coming, and craft new strategy and tactics, was Seth Godin. I describe Godin as a Powerhouse of Ideas. Already in this course on marketing, we have
Read MoreJean-Claude Larréché and Marketing Momentum Why do many of the most successful companies spend only a small percentage of their revenue on marketing? And, how can you get your business into this enviable position? INSEAD Professor, Jean-Claude Larréché, has an answer… Momentum. Watching this video is worth 1 Management Courses CPD Point*. 🔎 See below
Read MoreTheodore Levitt: Globalization of Marketing Theodore Levitt’s 1960 Harvard Business Review article, Marketing Myopia, is a landmark of the discipline. But Levitt is best known for the word Globalization. Rumors that he coined it are wrong, but he certainly gave it prominence in the 1980s. Watching this video is worth 2 Management Courses CPD Points*.
Read MorePhilip Kotler: The Father of Modern Marketing People refer to Philip Kotler as the ‘father of modern marketing’. His contribution to marketing is vast and his ideas are foundational. What really stands out was his analytical approach to what was, before Kotler, a woolly and vague social science. Watching this video is worth 2 Management
Read MoreEstée Lauder: The Mother of Modern Marketing Estee Lauder became interested in the beauty products business as a child. But, it was her marketing strategies that single out her genius. The things she did in the late 1940s still seem fresh and modern. That’s why I call her the Mother of Modern Marketing. Watching this
Read MoreAdvertising Campaign Monitoring & Evaluation Advertising is a big investment. So, you need to be able to assess the return you get – your ROI. What are the outcomes? That’s the question we seek to answer with campaign monitoring and evaluation. Watching this video is worth 3 Management Courses CPD Points*. 🔎 See below for
Read MoreMedia Buying: The Three Stages You want to find the right time, place, and context to deliver relevant ads to your target audience, so you can increase conversion rates, sales, or brand awareness. Media buying is an important step in the advertising process. Your goal is to secure the best slots, on the best platforms,
Read MoreAll of the Advertising Media I Can Think of The choice of media to host your advertising is vast. So, let’s inventory as many advertising media channels as I can think of… Watching this video is worth 1 Management Courses CPD Point*. 🔎 See below for details Marketing for Managers This video is part of
Read MoreTop 20 Strategies for Persuasive Ad Copy: Advertising Copy Strategies Your creatives want to develop compelling ad copy. So, what are the persuasive advertising copy strategies they can use? Let’s take a look… Watching this video is worth 2 Management Courses CPD Points*. 🔎 See below for details Marketing for Managers This video is part
Read MoreThe Creative Process: Developing, Writing, and Producing an Advert Developing, Writing, and Producing an Advertisement involves a large creative team of creative thinkers, copywriters, designers, producers, editors, and many more. What are the main steps in the creative process? Watching this video is worth 2 Management Courses CPD Points*. 🔎 See below for details Marketing
Read MorePlanning an Advertising Campaign: Campaign Objective and Budget Planning is an important task when you are spending a large amount of money – and hazarding your brand reputation – on advertising. In this video, we will focus on the two key activities of planning an advertising campaign: – setting the objectives for your advertising campaign,
Read MoreWhat is Advertising? And What are its Benefits? Advertising is, perhaps, the most visible and obvious aspect of marketing. Yet it is also one of the least written about. In my 956-page copy of the Principles of Marketing (4th Ed), advertising gets just 24 pages (less than 3% of the book). Indeed, for many people,
Read MoreWhat is SEO? Search Engine Optimization In this video, I am not going to tell you how to do Search Engine Optimization. It’s a dark art and there are many websites, courses, and videos which will claim to give good knowledge. If that’s what you need, then you’re excused. In this video, I simply want
Read MoreWhat is a USP? A Unique Selling Proposition Rosser Reeves was an advertising executive who believed that an advertisement or commercial should show off the value of a product, not the cleverness of the ad’s copywriter. He crafted his ads around what he called the Unique Selling Proposition, or USP. This is the one reason
Read MoreWhat is A/B Testing? …and Split Testing? Why is Amazon so successful? A big part of the answer is A/B Testing. Unknown to most users, Amazon’s customers are subject to thousands of A/B test experiments every week. They tell Amazon how to lay out a page, which products to offer you, and even the font
Read MoreWhat is Remarketing? (or Retargeting) Have you ever been wandering about the internet and been surprised to find adverts for products you recently looked at? If you have, welcome to remarketing. Maybe you looked at an online product and then, later that day, saw a discount advert in your social media feed. Or you clicked
Read MoreWhat is Marketing Automation? And How to set it up. The explosion in online business and the effectiveness of Software as a Service have created a new boom: Marketing Automation. This allows marketers to address prospective customers almost personally. But to do so in a way that scales with your business. So, what is marketing
Read MoreWhat is Seth Godin’s Permission Marketing? And How to Build Your Campaign Permission Marketing has reached early adulthood. Born in 1999, it is a vibrantly fit and energetic part of the marketer’s toolset. We see it everyday, and think nothing of the revolutionary change it has created. Watching this video is worth 3 Management Courses
Read MoreWhat is Customer Relationship Management (CRM)? …And How to Use it. Customer Relationship Management, or CRM for short is a simple idea. Learn about your potential customers, and use that knowledge to strengthen your relationship with them. Use your stronger relationship to sell them your products or services. And then to sell them more. Watching
Read MoreWhat is the Customer Journey? And How to Visualize it To understand our customers, we map out the route they take through our marketing, advertising, and sales processes. This is your customer journey. It’s a way to understand how it feels for your customers to deal with you at each step along the path. Customer
Read MoreSeth Godin: What are Tribes? Seth Godin is a marketer and a communicator. And, in 2008 he tapped into the emerging Zeitgeist, with his book, ‘Tribes: We Need You to Lead Us’. (https://geni.us/ugCQ0). Watching this video is worth 2 Management Courses CPD Points*. 🔎 See below for details Marketing for Managers This video is part
Read MoreGuy Kawasaki: What is Enchantment? The idea of enchantment has been part of fairy tales, legends, and myths for thousands of years. So, when Guy Kawasaki applies the word as a metaphor for how to influence customers, is he telling us anything new? Watching this video is worth 2 Management Courses CPD Points*. 🔎 See
Read MoreWhat is Public Relations (PR)? How can your organization build the reputation it chooses? What it does and how the media represent it are important. So is advertising. But one way combines authenticity and control: good Public Relations, or PR. Watching this video is worth 2 Management Courses CPD Points*. 🔎 See below for details
Read MoreWhat is the Marketing Channel Mix? Promotion Channel Strategy Channel Mix is the ratio at which you assign resources to the different ways of communicating about products. It is a strategic document that identifies each channel that can deliver your messages and the optimum blend that maximizes their reach and effectiveness. Watching this video is
Read MoreMarketing Mix: The Fifth P – What is Positioning? In our video on Marketing Mix, I identified Positioning as, perhaps, the most important of Jerome McCarthy’s omissions from his original 4 Ps of Product, place, Price, and Promotion. Watching this video is worth 2 Management Courses CPD Points*. 🔎 See below for details Marketing for
Read MoreMarketing Mix: Crafting a Message – What is Promotion? In our video on Marketing Mix, one of the 4 Ps was Promotion. Let’s talk about crafting a message. Watching this video is worth 1 Management Courses CPD Point*. 🔎 See below for details Marketing for Managers This video is part of course module number 8.3.3
Read MoreMarketing Mix: Place and Distribution Channels In our video on Marketing Mix, one of the 4 Ps was Place. Watching this video is worth 2 Management Courses CPD Points*. 🔎 See below for details Marketing for Managers This video is part of course module number 8.3.3 Program 8: Managing Customers & Clients Course 3: Marketing
Read MoreMarketing Mix: Price and Pricing Strategy In our video on Marketing Mix, one of the 4 Ps was Price. So, let’s look at pricing strategy. Watching this video is worth 2 Management Courses CPD Points*. 🔎 See below for details Marketing for Managers This video is part of course module number 8.3.3 Program 8: Managing
Read MoreMarketing Mix: Product – What is the Product Marketing? In our video on Marketing Mix, the first of the 4 Ps was Product. Product is the goods and services that you offer to your target customers. It needs to solve a problem, scratch an itch, or create desire in your customers. So, this element of
Read MoreWhat is the Marketing Mix – The 4Ps: Product, Price, Place, Promotion? The job of marketing is to make potential customers aware of your products or services. And the Marketing Mix is consists of the different strategies for doing this. Watching this video is worth 4 Management Courses CPD Points*. 🔎 See below for details
Read MoreWhat is Multi-Level Marketing (MLM)? Multi-Level Marketing has been around since ancient days. Send out street urchins to sell stuff and take a big chunk of their income. Get them to recruit other homeless kids and let them have a share of what their protégé earns. Now, Multi-Level Marketing (or MLM) is big business. One
Read MoreWhat is a Customer Persona? …or Buyer Persona or Marketing Persona Who are you marketing to? Do you know the characteristics of your prospective customers? To target your marketing well, you need an archetype, which marketers call the ‘Buyer Persona’ or sometimes the customer or marketing persona. And sometimes they use ‘Customer Avatar’. Whichever term
Read MoreWhat is Market Segmentation? Every buyer is unique. But, in most industries, it is impossible to target marketing at individuals. So, instead, we identify broad classes of buyers who share within the class a set of needs and buying preferences. Identifying those classes is market segmentation. Watching this video is worth 2 Management Courses CPD
Read MoreWhat is a Marketing Strategy? A marketing strategy refers to a business’s overall plan for how to reach prospects and turn them into customers. A marketing strategy contains the company’s or brand’s value proposition, key messages, data on target customers, and other essential data. Watching this video is worth 3 Management Courses CPD Points*. 🔎
Read MoreWhat is Market Research? Market research is the process for understanding the customers’ responses to a new service or product, by working directly with potential customers. Market research allows a company to discover who its ideal customers are and get opinions and other feedback from them. Watching this video is worth 2 Management Courses CPD
Read MoreWhat is a Brand Marketing Plan? A brand marketing plan is a plan for all the goals, activities, costs and controls to promote a brand. Watching this video is worth 2 Management Courses CPD Points*. 🔎 See below for details Marketing for Managers This video is part of course module number 8.3.1 Program 8: Managing
Read MoreWhat is a Brand Strategy? A Brand Strategy is a long-term plan for the evolution of a successful brand and the growth of its brand equity. Watching this video is worth 2 Management Courses CPD Points*. 🔎 See below for details Marketing for Managers This video is part of course module number 8.3.1 Program 8:
Read MoreWhat is Brand Management? Brand management is the creation and execution of plans to strengthen consumers’ brand perception of a brand. Watching this video is worth 1 Management Courses CPD Point*. 🔎 See below for details Marketing for Managers This video is part of course module number 8.3.1 Program 8: Managing Customers & Clients Course
Read MoreWhat is a Brand? Brands and Branding Jeff Bezos, the CEO of Amazon said that ‘Your brand is what people say about you when you’re not in the room.’ Let’s examine what we mean by the terms brand and branding. Watching this video is worth 3 Management Courses CPD Points*. 🔎 See below for details
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