Make a Perceptual Map using Microsoft Excel

Perceptual mapping is a key analytical tool in understanding market positioning. While the best piece of software to use to construct a perceptual map is Microsoft Excel, the structuring of the graph is sometimes a little bit tricky. Either a bubble chart for a scatter chart is the most appropriate chart type in Microsoft Excel …

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National Australia Bank Repositioning Case Study

  NAB’s Repositioning in the Australian Banking Market This video highlights a major campaign undertaken by the National Australia Bank (NAB). As you will see, this is probably one of the best executed campaigns that you will see, given that it uses so many different communication tools and its core message was effectively communicated in …

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Using the free Customer Lifetime Value (CLV) template – VIDEO

  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 …

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The difference between advertising and integrated marketing communications

  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 …

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Different Execution of a Communication Message

  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, …

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Positioning Example: Banks versus Credit Unions

  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 entire range of  marketing mix …

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