I have enjoyed the wit and wisdom of the marketoonist (AKA Tom Fishburne). In the two cartoon’s you see here (scroll down for second cartoon) along with his commentary, you can see how important it is for marketing managers to provide financial justifications for marketing investments. Unfortunately, this is not always easy for marketing managers to do — recall our coverage of measuring advertising effectiveness in chapter 15. Bonus Chapter 1 digs into the importance of sales analysis, performance analysis, and cost analysis — you can also review Appendix B to read about return on investment (ROI). Explain how three concepts from bonus chapter 1 tie into the [Continue Reading …]
When we were researching and writing chapter 16, Snapchat was a somewhat distant 6th place finisher in the social media race. Just one year later — which shows how fast this space is changing — Snapchat is a real player, especially when targeting Generation Z (those born since 1995). More importantly for marketing managers, Snapchat appears to have figured out an advertising strategy — while Twitter and Instagram continue to struggle in that area. Hubspot’s Marketing blog identifies “ 10 of the Best Brands on Snapchat Right Now (And Why They’re So Great) ” (April 27, 2016). This article is long – so read the first section and then choose to review 2 of the 10 [Continue Reading …]
This article from Harvard Business Review “ Great Salespeople Are Born, but Great Sales Forces Are Made ,” (May 20, 2016) describes the importance of 1) strategy, 2) organization, 3) talent, 4) execution, 5) support, and 6) improvement and adaptation in building a great sales force. Chapter 14’s coverage of strategy decisions discusses similar concepts to those mentioned in this article. Explain how each of the six concepts in the article relate to concepts from chapter 14.
While UK women participate in sports to a lesser degree than men, research shows that more women want to be active. So why aren’t they? This case study, “ Case study: How “This girl can’ got 1.6 million women exercising ,” (campaign, May 18, 2016) details the research and subsequent integrated marketing communications campaign that helped move many more British women from the couch to the pool, or court, or track, or… Chapter 13 discusses integrated marketing communications. Describe the different elements of this marketing communications campaign. What different promotion methods were used? Give examples of each.
Mary Meeker is one of the most well-known and well-respected tech gurus. Every year Meeker presents her highly anticipated “ Internet Trends Report .” While the 213 slide deck included all kinds of insights about the Internet (and you are encouraged to review it), part of the presentation was particularly critical of online advertising. As you know from chapter 15, advertisers are following people’s “attention” which has moved from TV to online and particularly to mobile devices. Yet advertisers are still struggling to figure out how to break through and grab customer’s attention. Read more about it in “ Mary Meeker is right – most online ads suck ” (recode, June 7, 2016). List three [Continue Reading …]
It is the time of year when many publications are picking their “Best of” lists. Adweek offers a range of different video ads — almost all of these are longer than the 15 to 30 second spots we see on television. This is a reflection of the fact that many ads are now watched on purpose and online. You can see a great range of different ads (many of them were new to me) in “ The 10 Best Ads of 2014 ” (November 30, 2014). One of my favorites was for UK retailer John Lewis — see below. What was your favorite ad of 2014?
In a world with too much advertising, more brands are looking to “storytelling” as a way to position their brands and engage customers. While many consumer brands are pretty good at this , it is more of a challenge for a B2B brands. One company that has been pretty good at this is GE . This article at TopRank‘s blog, “ How to Make B2B Marketing Stories Bigger With Social Media Microcontent ” (September 17, 2014) provides some advice and some examples you might find helpful in class. Have you seen any other B2B brands that do this well? What consumer brands have you seen that tell a good, engaging story with their brand?
Wow, this is a brilliant! Citibank, yes the same bank the government bailed out to the tune of $476 billion, has found a way to change its image. Citigroup now sponsors a bike share program in New York City. In the program’s first few months (May – July 2013) Citigroup internal surveys showed customers’ (presumably in New York) “favorable impressions toward the Citi” jumped 17% and those calling Citigroup: “an innovative company” rose 12%; “a socially responsible company,” also up 12% and “for people like me” climbed 14%. You can read the whole story at Bloomberg Businessweek in “ Citi Bike: Citibank’s New York Marketing Coup ” (October 31, [Continue Reading …]