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
The difference between advertising and integrated marketing communications 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
Different Execution of a Communication Message Find Out More...
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
Positioning Example: Banks versus Credit Unions Find Out More...
