Summary: Just as in the bricks-and-mortar world, a marketing plan is a must in cyberspace. In this program, leaders in the field of online marketing cut through the confusion to lay out the principles of driving traffic, branding, and targeting on the Internet. Executives from companies including 24/7 Media, Renegade Marketing Group, Beyond Interactive, and Media Metrix offer keen insights into a wide...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2005
View online at AVOD
Summary: In this program, thirteen judges from the 2000 Clio Executive Juries speak on topics such as the teamwork involved in making an ad, how a campaign sometimes shocks people's ideas of advertising, and the motivation for being in the advertising business. In addition, industry leaders drawn from prominent agencies around the world, including Fallon McElligott, Minneapolis; Ogilvy & Mather, Mumbai;...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2005
View online at AVOD
Summary: Because the Internet is a dynamic environment, pull marketing is an ideal tool for directing traffic to particular Web sites. This program presents the benefits of opt-in e-mail; niche communities built around Web portals, newsletters, and ad networks; and Webcasts-powerful attention-grabbing techniques that can be incorporated into virtually any online pull marketing strategy. In addition,...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2005
View online at AVOD
Summary: Push marketing, the essence of traditional advertising, easily translates to the Internet. This program explores a smorgasbord of online push marketing options, from staples including search engine optimization, banner ads, and interstitials to delicacies such as promotions, affiliations, sponsorships, and even rich media. The difference between directory- and spidering-based search engines is...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2005
View online at AVOD
Summary: This program examines how brand identity is influenced by consumer perceptions through the struggle between Coca-Cola, icon of American culture, and rivals Qibla Cola and Mecca Cola for market share in Muslim locales. Qibla's Zafer Iqbal and Mecca's Tawfiq Mathlouthi tell the story of two opportunistic, politically correct Davids taking on a marketplace Goliath-and each other-while Coke...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2005
View online at AVOD
Summary: Can Saatchi & Saatchi turn Sagatiba cachaca, a sugarcane liquor popular in Brazil, into a globally recognized brand? This program tracks the Sagatiba launch from start to finish-and in the process reveals the inner workings of an ad agency whose name is synonymous with success. Footage of key agency players brainstorming, running client meetings, producing commercials, and more illustrates how...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2005
View online at AVOD
Summary: In this program, nine judges from the 1999 Clio Executive Juries talk about how creatives get their ideas, the dangers of overtesting ads, the need for even more effective advertising, and other topics. Also, a dynamic group of international industry executives from Goodby Silverstein & Partners, San Francisco; Young & Rubicam, London; CLM/BBDO, Paris; Scholz & Friends, Berlin; Ginkgo Saatchi &...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2005
View online at AVOD
Summary: In the industrialized world, Christmas means megabucks to the businesses that can create a fad or spot a trend. Filmed from a U.K. perspective, this program illustrates the annual scramble of key holiday-related industries-toys, video games, music CDs, luxury items, Christmas trees, and holiday foods-to catch the seasonal wave and ride it to high profits. But which products within each category...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2005
View online at AVOD
Summary: The three modules of this program use the operations of the Italian clothing corporation Gruppo Finanziario Tessile to illustrate the value chain. This crucial concept is investigated by considering the benefits of adding value at every stage of production; of leveraging core competencies, such as creative fashion design and a talent for forecasting future trends; and of carefully selecting the...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2005
View online at AVOD
Summary: This program places consumers under a microscope to quantify the psychological spectrum of buying, from everyday habits that typically steer Americans through their supermarkets and malls to a clinical disorder in which the high of making a purchase becomes the goal of shopping. James Twitchell, author of ADCULT USA; psychologist David Lewis, author of The Soul of the New Consumer; Brian...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2005
View online at AVOD
Summary: In the consumer goods industry, branding is crucial to market penetration. Using Alessi's superlative line of home furnishings and Nestle's well-known Nescafe coffee as examples, modules one and two of this program seek to understand the cachet that surrounds brand names, which gives the products associated with them an added appeal. Module three goes inside the U.K. offices of advertising...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2005
View online at AVOD
Summary: Cheap lookalikes of popular goods are flooding the world's markets, depriving legitimate manufacturers of hundreds of billions of dollars each year. This eye-opening expose follows the anti-counterfeit investigators of Cartier and BIC from their headquarters to New York and Nigeria and then on to China as they hurry to trace and stop the flow of illegal goods at the source. But bringing...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2006
View online at AVOD
Summary: At Dell Computers, four hours is all it takes to build, test, and ship a custom PC. In this program, NewsHour correspondent Tom Bearden investigates Dell Computers' direct sales model and its impact on retailers and manufacturers. Visionary Michael Dell and top industry executives from Compaq, Gateway, and Circuit City stress the vital importance of improving supply chain management, providing...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2005
View online at AVOD
Summary: Without adopting new technological developments, a company's profits will lag; with them, they can soar. This program uses two case studies-Ford and Australia Post-as they introduce very different types of technology in their respective organizations. Can these companies hope to maintain sales, market share, and profit if they are not in a position to exploit the latest technological advancements?
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2006
View online at AVOD
Summary: He made his first million at eighteen. Today, Sir Richard Branson heads an empire of international businesses that includes airlines, railroads, mobile phones, and cosmetics. In this intimate, dynamic portrait of his life, Branson talks about his upbringing, his entrepreneurial philosophy, and the story of his many successful ventures. In settings as diverse as his home in Oxford, a limo in New...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2006
View online at AVOD
Summary: E-tailers routinely collect information from visitors to their Web sites to better target their ads. Is this surrender of privacy the price of a personalized online shopping experience? In this program, NewsHour correspondent Jeffrey Kaye seeks to understand the dynamics of, and the ethical issues surrounding, strategic online marketing with top management from Buy.com, Lycos, and DoubleClick...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2005