A simple definition of marketing

June 6, 2018By Simon FosterMarketing Training No Comments

A quick thought for those who want a simple definition of marketing. There are a number of definitions of marketing. Here are a few of the better ones: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.  … Read More

What is the sales funnel and is it alive or dead?

April 18, 2018By Simon FosterAdvertising Media Training, CRM Training, Marketing Training, Media Planning Training No Comments

The sales funnel is one of the most powerful conceptual tools in marketing. It gives marketers the ability to contextualise how consumers move from being unaware prospects to converted brand advocates. It was originally conceived by Elias St. Elmo Lewis an American ad agency owner who was operating out of Philadelphia in the early 1900s – … Read More

Understanding brand awareness, consideration and preference

February 13, 2018By Simon FosterAdvertising Evaluation Training, Marketing Training, Media Planning Training No Comments

Brand awareness is vitally important in the marketing process. As consumers need to be aware of a product and brand to purchase it, then the more consumers who are aware, the more purchases take place. This hierarchical approach, begins with awareness and moves through consideration and preference to purchase. This hierarchical path is sometimes called … Read More