Jul 292014
 

  When I was a marketing student, a long time ago, I did not study integrated marketing communications. Instead, I studied advertising and sales management as separate subjects. That was the way it was taught in university and that was the way it was practiced in real organizations. (In the Read full article…

Aug 152013
 

  What is meant by “execution” in an advertising sense? In advertising and communication programs, one of the challenges is to execute a good creative idea. Marketing students sometimes have difficultly understanding how an idea may or may not be executed well. This is because, in theory, once a creative Read full article…

Aug 152013
 

  A Good Example for Understanding Positioning Positioning is how the firm or brand wants to be perceived by consumers relative to its competitors. It is a very important topic in the study of marketing and usually forms the basis of a firm’s competitive strategy. Typically the firm structures its Read full article…