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For generations, marketing has been hypocritical. We’ve been taught to market to others the way we hate being marketed to (cold-calling, flyers, ads); yet were all aware that no one likes to be marketed to. People don’t read newspapers for the ads (if they still read them at all); they don’t sit by the phone waiting for a cold call; and no one rushes to their mailbox looking for junk mail. Yet for generations we keep teaching the same old stuff;...

Key topics covered include: The promotional mix, Advertising, Direct marketing, PR & sponsorship, Point of sale, Promotion, Above the line/below the line marketing, Ethics, Internet v conventional promotion.

"A fully illustrated guide to recognizing and combating misinformation and propaganda"-- Provided by publisher. We're bombarded with information like never before. Some of it's true, some of it's spin, and some of it's flat-out fake news. And that's by design. Propaganda helps governments and corporations sell us products, lifestyles, and ideas. Sometimes the agenda is harmless, but other times it's destructive, and it's not always easy to spot the...

Market research is big business, with clients demanding more and better ways of finding out what their customers want. Case studies show how market research is changing and the impact of new technology. Classic divisions: The internet is now widely used in market research - as are mobile phones and other new techniques. But the classic divisions of market research still apply. We explain qualitative and quantitative research: also primary and secondary...

The film tells how Cadbury launched a new chocolate bar called Fuse. We discover how the marketers locate a gap in the market, and then set about giving their new bar a "personality"- something to distinguish it from other products. Fuse benefits from the Cadbury name - the masterbrand. To launch the new bar there is a big advertising campaign. But not everyone likes the ad. Some think it too ironic, others just silly. Public relations, too, plays...

"The story wars are all around us. They are the struggle to be heard in a world of media noise and clamor. Today, most brand messages and mass appeals for causes are drowned out before they even reach us. But a few consistently break through the din, using the only tool that has ever moved minds and changed behavior -- great stories. With insights from mythology, advertising history, evolutionary biology, and psychology, viral storyteller and advertising...

Key topics covered in this video include: Pricing strategies, Price & income, Elasticity of demand, Penetration pricing, Promotional & premium pricing, Skimming, Price discrimination.

Holk Master-class features animated academic models and interviews with acclaimed entrepreneurs, professors and business executives. Bring your class book to life. Watch the short film episodes before class as flip-the-class-room, in class as basis for discussion, or simply as inspiration. Episodes in this section include: * Reflection on Product Portfolio and the Boston Matrix * Product Life Cycle * Brand Equity and Brand Extension * Reflections...

Holk Master-class features animated academic models and interviews with acclaimed entrepreneurs, professors and business executives. Bring your class book to life. Watch the short film episodes before class as flip-the-class-room, in class as basis for discussion, or simply as inspiration. Episodes in this section include: * Personal Branding * From Idea to Action 1 * From Idea to Action 2 * From Idea to Action 3 * The Basis for Entrepreneurship *...

Key topics covered in this video incluide: Extension strategies, Famous marketing, Failures, Long lives, Short lives, Reincarnations masterbrands.