John Lewis’s 2026 Christmas ad, “Gloria and Pickles,” is a clear real-world example of an emotional appeal in advertising and of integrated marketing communications in action.
Apply the Theory: John Lewis and Emotional Appeals Find Out More...
Primary data is collected for the problem at hand, while secondary data already exists. We compare the two, their pros and cons, and when to use each, using one bubble tea shop as a running example.
Primary vs Secondary Data in Marketing Research Find Out More...
Psychological pricing shapes how buyers read value through charm endings, prestige prices, quality cues and reference prices. We walk through each tactic with one campus stationery shop.
Psychological Pricing: How Prices Influence Perception Find Out More...
BMW’s “Made Different. To Feel Different.” campaign is a clear real-world example of product differentiation and brand positioning, built around the joy of driving.
Apply the Theory: BMW Made Different and Product Differentiation Find Out More...
Break-even analysis tells us how many units we need to sell to cover our costs, and target profit pricing shows what it takes to hit a profit goal. We work through both with one food truck and simple numbers.
Break-Even Analysis and Target Profit Pricing Find Out More...
The Lufthansa Group’s first consumer campaign, “Greatness is a Group effort,” is a clear real-world example of brand architecture, endorsed brands and the role of brand touchpoints.
Apply the Theory: Lufthansa Group and Umbrella Branding Find Out More...
Maslow’s Hierarchy of Needs explains five levels of human needs, from food and safety up to self-actualization. We follow one university student through each level to see how marketers use the model, and where it falls short.
Maslow’s Hierarchy of Needs in Marketing Find Out More...
The Ansoff Matrix shows four ways a business can grow: market penetration, market development, product development and diversification. We walk through each one with a simple café example and a ladder of risk.
The Ansoff Matrix: Four Growth Strategies Explained Find Out More...
Liquid I.V.’s McLaren Racing partnership and its new “Thirst for More” campaign are a good real-world example of sponsorship fit and how brands borrow associations to build brand equity.
Apply the Theory: Liquid I.V., McLaren and Sponsorship Find Out More...
Should you market to everyone, or focus narrowly on one group? Here’s how mass, differentiated, concentrated, and niche marketing strategies compare, with a skincare example.
Mass, Differentiated, Concentrated, and Niche Marketing Find Out More...
