Curated Video
Guy 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?
Curated Video
What 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...
Curated Video
Planning 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...
Curated Video
Top 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…
Curated Video
All 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…
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Media 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...
Curated Video
Theodore 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...
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Jean-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.
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David 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.
Curated Video
Vance 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...
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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...
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What is the Sales Funnel?
The Sales Funnel is one of the most fundamental concepts in selling. So, in this video, I want to answer the question What is the Sales Funnel?
Curated Video
ERP 101: What is Enterprise Resource Planning?
In this video, I want to answer the question, what is ERP: Enterprise Resource Planning?
Curated Video
What 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.
Curated Video
What is Market Research? The Five Types, and a Basic How to...
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...
Curated Video
What 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...