Slice of Life Advertising
Slice of life advertising uses realistic, everyday moments to build trust and warmth, and works differently than ads that make a direct performance claim.
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What is the Halo Effect in Marketing?
The halo effect explains how a positive impression of one product or trait can spread to a whole brand, and why that matters for launches and brand extensions.
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What is the TOWS Matrix?
The TOWS Matrix builds on SWOT analysis by pairing strengths and weaknesses against opportunities and threats to generate four types of actionable marketing strategy.
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Situation Analysis in Marketing Plans
A situation analysis is the “where are we now?” part of a marketing plan. Here’s what it covers, how SWOT and the 5Cs fit in, and a simple worked example.
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The Unique Characteristics of Services Marketing
Explore how the unique characteristics of services marketing shapes the way businesses market services, by looking at intangibility, inseparability, perishability, variability, and heterogeneity.
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Example SWOT Analysis for a Pizza Chain
Review an example SWOT analysis for a large chain of pizza stores. A great thought-starter for preparing a tailored SWOT.
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Understanding Sales Cannibalization
Sales cannibalization refers to a situation where a company’s own products or services compete with each other for market share.
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Example SWOT for an Airline
Here are some thought-starter ideas for preparing a SWOT analysis for an airline, where you can pick and choose the ones that best suit your needs and analysis.
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Product Complexity in the Adoption of New Products
Product complexity refers to the level of intricacy or difficulty associated with a particular innovation. It can be categorized into three main types: technological complexity, usability complexity, and market complexity.
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What is Shrinkflation?
Shrinkflation describes a marketing tactic where the size or quantity of a product decreases while the price remains the same. The main reason why brands use shrinkflation is to maintain their profit margins.
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