What’s up with influencers?
These days many brands are adding influencers to their promotion mix. In Essentials of Marketing, we define influencers as “trusted or well-known figures who can sway…
Social media
Kim Kardashian Charged with Unlawfully Touting a Crypto Security
Influencers are out there peddling all kinds of products. As you probably already know, an influencer making a social media post that promotes a product…
Will TikTok Take Over the World?
Will TikTok become a new retailing powerhouse? It looks like it is going to give it a try. TikTok rose from obscurity to became the…
Chapter 01 | Chapter 05 | Chapter 08 | Chapter 09 | Chapter 13 | Chapter 16 | Chapter 17 | New-product development | Product | Promotion | Publicity | Social media
“We wanted [our restaurant] to be Instagrammable”
Most industries report a decline in the effectiveness of advertising as a means to tell customers about their product. As we note in chapter 16,…
The Consumer-Advertiser Battle Continues
Marketing managers have to acknowledge, most consumers are looking for ways to avoid advertising. While there is more advertising these days, there are many more…
Musicians Turn to Social Media for Promotion
Last Friday we also posted on the music industry — a student favorite. Making it as a musician is tough these days. Streaming services don’t pay…
What’s Now? Chapter 16 – Snapchat breaks through
When we were researching and writing chapter 16, Snapchat was a somewhat distant 6th place finisher in the social media race. Just one year later —…
Advertising | Chapter 13 | Integrated marketing communications | Promotion | Publicity | Social media | What's Now?
What’s Now? Chapter 13 – #ThisGirlCan integrated marketing communications campaign spurs UK women to exercise
While UK women participate in sports to a lesser degree than men, research shows that more women want to be active. So why aren’t they? This…
Advertising | Flip Exercise | Integrated marketing communications | Promotion | Social media | Viral campaign
Why do people share certain online videos?
The question in this headline is an important one for marketing managers. Many companies like the “pass-along” strategy where customers share content with other customers….