Making a bubble chart in Excel is ideal for making perceptual maps to demonstrate positioning.There are three ways to make a bubble chart in Excel, as shown the below video “How to make a bubble chart in Excel”.Alternatively, I have set up a free Excel template that automatically makes perceptual maps (using bubble charts) at […]
How to make a bubble chart in Excel Find Out More...
This website has a free Excel spreadsheet template that can enable to quickly calculate customer lifetime value for your university assignment or for your firm. Go here to download the customer lifetime value template.There are also step by step instructions on the spreadsheet as well as on website – please see using the customer lifetime
Using the free Customer Lifetime Value (CLV) template – VIDEO Find Out More...
The process of communication can be understood using a model usually referred to as the ‘Communication Process’ or as the ‘Encoding/Decoding’ model. The model has nine parts: source/sender, encoding, message, media channel, decoding, receiver, and response, noise and feedback.
The Communications Process: Encoding and Decoding Find Out More...
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 sales/promotion era of marketing.)For most of
The difference between advertising and integrated marketing communications Find Out More...
The difference between the marketing concept and the promotional eraIn a number of marketing textbooks, one of the topics that they address in chapter 1 is the discussion of different marketing philosophies or concepts – which some marketing textbooks also referred to as marketing eras.Typically there are five different concepts usually discussed in these textbooks,
Video example of the promotional era Find Out More...
The marketing mix has been a fundamental concept of marketing textbooks the past 50 years or more. This article explores the benefits and the role of the marketing mix in both the study and the practice of marketing.
The role of the marketing mix Find Out More...
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 campaign has been planned out, its execution should be
Different Execution of a Communication Message Find Out More...
A Good Example for Understanding PositioningPositioning 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 entire range of marketing mix elements around
Positioning Example: Banks versus Credit Unions Find Out More...
