These notes will give you some good ideas about how to develop good creative advertising. They are as relevent to Internet based advertising (both Push and Pull) as they have been to the older forms of advertising media. A lot is currently made of “Content Marketing“, but CM is going to just get very boring … Continue reading »
How to Effectively Reposition Your Brand – Part 1
Brian Monger There is a constant need to innovate, reinvigorate, update, recalibrate, or just simply fend off the competition in an effort to better explain “why buy our product?” This will at times require you to reposition a brand. Just what is brand positioning, anyway?” Brand positioning creates a specific place in the market for … Continue reading »
DIY Marketing Research – Online Questionnaire Development
Prepared by Dr Brian Monger Online Marketing Research Online Marketing Research uses a specific form of media to conduct market research. While this media requires some different approaches than traditional Marketing Research, the basic concepts of MR will always apply. I suggest the reader become familiar with these concepts before launching into online research. Of … Continue reading »
Formulating Great Strategy
The process of developing or formulating effective strategies looks at the situation as presented by the information we have. We then need to consider what the most effective strategies will be. Levels of Organisational Strategy Strategy for small organisations is a relatively simple matter as there is usually only one market/offer involved. As organisations become … Continue reading »
DIY Marketing Research – Questionnaire Design
Surveys ask questions. Surveys are a research activity that asks questions – as opposed to Observational Research, which records physical events. A questionnaire is a research instrument for recording answers to questions. This can take the form of questions asked by someone to a respondent, or in having the respondent self complete the questions put in … Continue reading »
Groupthink and Creativity
Consensus-seeking tendency in groups: Irving Janis developed a study on group decision making called Groupthink Theory. It is based on human social behavior in which maintaining group cohesiveness and solidarity is felt as more important than considering the facts in a realistic manner. Janis gave the following definition of Groupthink: A mode of thinking that … Continue reading »
Buyer Decision Making
Dr. Brian Monger The buyer’s purchase decision is a natural follow-up to the selection of alternatives. Whether the choice is based on insufficient facts and inadequately thought out, or carefully chosen, the point is that there can be no purchase without recognising that one alternative is preferred over all others. Individual buyers have a variety … Continue reading »
Managing Your Project
All forms of management need good Project Management Skills Projects are the main mechanism used by management for coping with the introduction of new systems, products and processes, and any changes outside the normal day-to-day operations of the organisation. Projects inevitably bring about change to some facet of the organisation and often all of the … Continue reading »
The Pricing of Services
Dr. Brian Monger Introduction Pricing decisions are of major importance in service marketing strategy. As with other marketing mix elements, the price of a service should be related to the achievement of marketing and organisational goals and should be appropriate for the service organisation’s marketing program. Service pricing principles and practices tend to be based on … Continue reading »
SWOT and PEST analysis
This paper looks at the popular SWOT analysis (strengths, weaknesses, opportunities and threats) as a part of the Current Situation Analysis part of the Strategic Planning Process. It examines what each of the factors represent, how they are analysed and assessed to allow the strategic marketing planner to decide which strategies and tactics will be … Continue reading »
