An Olympics Promotion. It's National Cheesecake Day on July 30th in 2013. An Example of the Nine P's and a Part of Promotion.

National Cheesecake Day is Tuesday July 30th this year. 

Events are part of "Promotion," in the Nine P's of Marketing. Here's a little background on this special day, which can also be part of targeting. The athletes competing in the first Olympics games in 776 B.C. ate cheesecake. While the Cheesecake Factory is known and it's legendary for its waits, they make the day special by offering discounts on slices of cheesecake. How long's the wait on Tuesday versus a Saturday night?


For more on ideas, concepts and Marketing solutions: Go to LondreMarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

I am a Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing’s objectives, strategies, tactics and solutions. I consult and teach using the concepts and practices of the Nine P's/9P's of Marketing.

In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:

• People (Segmentation and Targeting)
• Product
• Place (Distribution)
• Price
• Planning
• Promotion
• Partners
• Presentation
• Passion

Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 54 stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.

Fascinated By Tequila? Tomorrow Is National Tequila Day.

Are you fascinated by all things Tequila? The total worldwide consumption of all liquor was reported to be 27 billion liters; Tequila was .023 billion litres.

The Top Five (5) Tequila consuming countries (marketshare), as reported by economist.com by country are:

• Mexico        63%
• U.S.A.        36%
• Germany    .04%
• Russia        .03%
• Canada      .08%                                       

From The Economist, they added a note: Total worldwide consumption of all liquor was reported to be 27 billion liters, of which China accounts for 38% of the world share. Of  their 38%, their national liquor, baiju, accounts for 99.5%. However, it is pretty much exclusively consumed in China alone, so it was omitted from the list for comparisons. So when is National Baiju Day?

Visit here for more insights and true Marketing and Advertising Trivia.

I am a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or the 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.

The Nine P's/9P's help identify marketing problems in a number of areas and help develop marketing’s objectives, strategies, tactics and solutions.  The Nine P's are insightful. In Marketing. the "Customer," or potential customers are king, but are missing in the 4P's. There needs to be more focus on the "Customer," or "People." "People," market segments utilizing demographics, geographics, psychographics , behavioral characteristics and technographics are a vital component of the 9P's.

I consult and teach using the concepts and practices of the Nine P's/9P's of Marketing.

In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:

• People (Segmentation and Targeting)
• Product
• Place (Distribution)
• Price
• Planning
• Promotion
• Partners
• Presentation
• Passion

For more on ideas, concepts and Marketing solutions: Go to LondreMarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 54 stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.

Difference Between “Above The Line” (ATL) And “Below The Line” (BTL) Advertising: Part Of Promotion, In The Nine P’s.

Want the terms ATL and BTL defined? Where do they fall under the Nine P's or the 9P's?

Above The Line (ATL) and Below The Line (BTL) advertising are two terms which have been discussed for a long time. People may be confused. They may want to ask “What is Promotion?”

The terms “Above The Line” and “Below The Line” came into vogue in 1954 when Proctor and Gamble paid their advertising agencies different rates, separating paid advertising developed by advertising agencies from the agencies who took on the other sales promotional activities.

What are ATL and BTL activities? Above The Line advertising is in many cases when mass media, television and radio, print as well as internet are used.  This is communication that is targeted to the wider audience, the mass market. and is not specific to individual consumers. ATL advertising tries to reach out to the mass as the consumer audience, may be many different targets.  BTL advertising is more one to one, and involves the development and distribution of flyers, direct mail, pamphlets, handbills, stickers, collateral, brochures. It may also involve product demos and product samplings.

BTL promotion also includes direct mail campaigns, PR and sales promotions, handled by agencies or by the company itself.

Some people may consider ATL and BTL as older in an era which uses the internet. The web or the internet changed everything in Marketing, Promotion and in Advertising.  Digital media has more or less broken these boundaries of ATL versus BTL as digital communication can address both at the same time.

Promotion in the Nine P’s is the communication element includes personal and non-personal communication activities.  Activities that communicate the merits of the product or services include Selling/Sales Force, Advertising, Sales Promotion, Collateral Materials, Direct Marketing (also referred to as Action or Direct Response Advertising),  Interactive/Internet/Web, Digital Media, Social Media , Events and Experiences, and Public Relations.

Visit here for more insights and true Marketing and Advertising Trivia.

I am a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or the 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.

The Nine P's/9P's help identify marketing problems in a number of areas and help develop marketing’s objectives, strategies, tactics and solutions.  The Nine P's are insightful. In Marketing. the "Customer," or potential customers are king, but are missing in the 4P's. There needs to be more focus on the "Customer," or "People." "People," market segments utilizing demographics, geographics, psychographics , behavioral characteristics and technographics are a vital component of the 9P's.

I consult and teach using the concepts and practices of the Nine P's/9P's of Marketing.

In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:

• People (Segmentation and Targeting)
• Product
• Place (Distribution)
• Price
• Planning
• Promotion
• Partners
• Presentation
• Passion

For more on ideas, concepts and Marketing solutions: Go to LondreMarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 54 stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.

Under Good "Partners" Or Partnerships In the Nine P's And Promotion, E-Trade And Award-Winning Grey Advertising Are No Longer Together. Client Picks Old, Previous Partner

After E-Trade split with Grey Advertising which created Super Bowl spots featuring the "talking baby" -- the marketer has replaced the shop, with Ogilvy.

Under new CMO (Chief Marketing Officer) Liza Landsman, she picked Ogilvy based on prior experience at Blackrock.

Loyalty wasn't important. Sadly, the new CMO goes to E-Trade and Grey Advertising parts with E-Trade after the former CMO was replaced.  Recently E-Trade replaced their CMO, Nick Utton, who had worked with E-Trade and Grey on the baby campaign.

Grey Advertising created E-Trade's talking baby campaign. I was with a senior creative director and senior media person at lunch today and all of us liked the work. We discussed it. People talked about it. We discussed that it was some of the best work and it was sophisticated for a brokerage house.

There are many ways to make the telephone ring or making the online world buzz. And this worked. Big Time.

For four years, Zeta Interactive, an interactive marketing agency, has released a report of which ad campaigns generated the most buzz online, by using a technology service that monitors what consumers are saying about. They give ads scores reflecting the volume, or the total number of posts. They analyze 200+ million online posts.

This year, of the top ten Super Bowl ads at the top of the list was an ad for E*Trade Financial called “Enzo the Tailor,” which featured a baby, a custom-made suit, a tailor who could retire in Tuscany, Italy. The spot was made by Grey New York, part of the Grey Group unit of WPP (so is Ogilvy), who also do the great work of Directv.

Visit here for more true Marketing and Advertising Trivia.

I am a Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing’s objectives, strategies, tactics and solutions. I consult and teach using the concepts and practices of the Nine P's/9P's of Marketing.

In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:

• People (Segmentation and Targeting)
• Product
• Place (Distribution)
• Price
• Planning
• Promotion
• Partners (I define "Partners," as Strategic Alliances: 
• Marketers can’t create customer value and build customer relationships by themselves.  They work closely with other company departments (inside partners) and often with partners and alliances outside the firm. 
• Changes are occurring in how marketers connect with their suppliers, channel partners and others. A joint partnership; the joint relationships, partnerships and strategic alliances. The relationship existing between two parties; a relationship resembling a legal partnership and usually involving close cooperation between parties having specific and joint rights and responsibilities as a common enterprise. Usually plural or “Partners,” not Partner.)
• Presentation
• Passion

For more on ideas, concepts and Marketing solutions: Go to LondreMarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 54 stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.

AIDA, SEC, Promotion And Advertising In The Raising Of Capital, Generating Deals. Add The Nine P's To The Financial Mix.

SEC recently lifted the ban on promotion and advertising for private placements to raise capital and fund deals. Prospective investors may be bombarded by the number of deals, collateral, sales promotion and promotional materials.

I teach and consult in marketing. It’s all about AIDA: Awareness, Interest, Desire and Action.

What you and investors may need to look for would be purpose of the deal,  partners or participants, comparisons, clarity, terms of the deal for the investors, how much money will be going to the promoter, and the probability of success. It’s about promotion and the product or the deal. Add pricing, and distribution, partners, passion, presentation, Marketing and the Nine P’s.

Need business, marketing and advertising insights? For more, go to ideas, concepts and Marketing solutions at: LondreMarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

I am a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing’s objectives, strategies, tactics and solutions. If the customer is the center of all Marketing, why are the "People," the customers or potential customers missing in the equation? They are part of the Nine P's, right after "Planning." I consult and teach using the concepts and practices of the Nine P's/9P's of Marketing.

In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:

• Planning
• People (Segmentation and Targeting)
• Product
• Place (Distribution)
• Price
• Promotion
• Partners
• Presentation
• Passion

Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 54 stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.

Blending Jamba Juice, Disney, Partners and Promotion With Presentation, in the Nine P's of Marketing.

Jamba Juice partners with Disney, using Facebook. Jamba Juice with Disney have partnered using characters from "Planes." The promotional campaign features a sweepstakes for a trip to the DisneyToon Studio, radio spots, digital, and in-store collateral materials.

Marketers can’t create customer value and build customer relationships by themselves. They work closely with other company departments (inside partners) and often with partners and alliances outside the firm. Changes are occurring in how marketers connect with their suppliers, channel partners and others.

One of my Nine P’s 9P's) is Partners and/or Strategic Alliances. I define this component or part of the Nine 9P’s as:

• A joint partnership; the joint relationships, partnerships and strategic alliances. 
• The relationship existing between two parties; a relationship resembling a legal partnership and usually involving close cooperation between parties having specific and joint rights and responsibilities as a common enterprise. Usually plural or “Partners,” not Partner. 
• From Philip Kotler: Value chains, of suppliers, distributors and customers. Partnering with specific suppliers or distributors create a value-delivery network; also called a supply chain. Partnership Marketing; Partner Relationship Management.
• Partnership and cooperative agreements are formed that enable parties to bring their major strengths to the table and emerge with better planning, products, services, promotion, distribution and ideas than they could produce on their own.

I am a Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing's objectives, strategies, tactics and solutions. I consult and teach using the concepts and practices of the Nine P's/9P's of Marketing.

In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics, as well as "Partnerships." The Nine P’s include these important components:

• People (Segmentation and Targeting)
• Product
• Place (Distribution)
• Price
• Planning
• Promotion
• Partners
• Presentation
• Passion

For more on ideas, concepts and Marketing solutions: Go to LondreMarketing.com and look under “Articles and Resources” and the 9P's/Nine P's ©2007. Specifically you will find them detailed at 9P's/Nine P's.

Or for more fun, marketing strategies/tactics and facts:  Go to Marketing Trivia  with 54 stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.

Buy American Isn't All American. Place and the Nine P's with Detroit and North America.

Buy American. Not that easy.

The Toyota Avalon is 80% built in North America, not Japan; the Honda Crosstour, Toyota Tundra, and Ford F-150 tie at 75%; the Chrysler 200 is 74%; the Camaro is 71%; the Toyota Venza and Cadillac CTS Wagon tie at 65%.

Today according to Edmunds.com and Auto News, 39% of all U.S. auto company employees work for companies other than the Detroit 3, up 25% since 2005.

Twelve new vehicle assembly plants have opened in North America since 2005: Six by Asian automakers, two Europeans, and four by the Detroit 3.

Using the Nine P’s of Marketing they are extending distribution (“Place”) and adding more distribution “Partners,” two of the Nine P’s.

"Place," also known as Distribution, in Marketing is defined as:

• The company’s activities that make the product available, using distribution and trade channels, roles, coverage, assortments, locations, inventory and transportation characteristics and alternatives. Offering the right product at the right PLACE, at the right time, at the right price. Consider, develop and review store and non-store, e-commerce and “brick and mortar” factors, considerations, objectives, strategies and tactics, including “Partners.” 
• Companies need to develop steps in an effective and efficient distribution plan, objectives, strategies, and tactics, plus execution. Plus proper, smart, mutually beneficial channels of distribution. 

Visit here for more facts and true Marketing and Advertising Trivia.

I am a Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing’s objectives, strategies, tactics and solutions. I consult and teach using the concepts and practices of the Nine P's/9P's of Marketing.

In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:

• People (Segmentation and Targeting)
• Product
• Place (Distribution)
• Price
• Planning
• Promotion
• Partners
• Presentation
• Passion

For more on ideas, concepts and Marketing solutions: Go to LondreMarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 54 stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.

Brainstorming And Creativity: Nearly All The Discoveries in Research Labs Came As Hunches.

Brain researchers say they can make people more innovative by passing an electrical current through the prefrontal cortex of their brain. The effects are short-lived, however, according to a Fast Company article. Go to article. But if you are looking for a new look at brainstorming, read on.

Researchers such as legendary C.G. Suits, once chief of Research at GE said that nearly all the discoveries in research labs came as hunches during periods of relaxation, following periods of intensive thinking and fact gathering.

I believe that the workplace  is really more about collaboration, brainstorming and getting things done to execute sales and deliver revenue. It's also important to realize, and I teach, that employees are one of your different target markets and audiences.

 I want to be helpful. I am a senior Marketing professional, a Marketing teacher, and a Marketing Expert. I'll include some brainstorming tools; how some ideas can be developed using the Nine 9's/9P's ©2007.

What is Brainstorming?

How does it work? It's used a lot externally and internally at companies, in consulting, research, advertising and media companies. It is a planning and executional tool that helps companies and others to generate creative solutions/ideas to a problem.

There's a simple reason. When you want to break out of stale, established patterns of business strategies and tactics, involve others, so that you can develop new ways of looking at things. Used with your “team” brainstorming can help, if done with the right tools and strategies, to bring the diverse experience of all team members into play, CREATIVELY, during problem solving.

I teach that the major traits to understand and implement brainstorming are:

• Quantity of ideas is wanted. The greater the number of ideas, the better. 
• Criticism is ruled out. 
• Freewheeling is welcomed. 
• Wilder the ideas, the more likelihood of winners. Key fact and hint: You need to build on them.
• Combination and improvement of the ideas are sought.  Participants should suggest how ideas of others could be turned into better ideas. 
• How two or more ideas can be joined into still another idea. 
• One more: Notes must be taken and follow up meetings generated. Key fact and hint: This is forgotten in today’s brainstorming sessions and in my research was a critical element. 

It’s important to have everyone together as much as possible. It’s beneficial and productive to bounce ideas around easily in person.

There’s a huge benefit in meetings and in the corridors  to engage in conversation, share and build on concepts, ideas and strategies; there’s energy in that place. You can’t always do that with people in different locations. Ever try to be really part of a major “new concept," "new direction” meeting on the conference call? Especially when many others are in the room and on the call. But I am a big fan for making commitments and being flexible especially with at home mothers.

Here’s a bunch on the history of brainstorming. One of the pioneers in the field of creative thinking was Alex Osborne, an advertising executive in late ‘40’s. Osborn was a friend of J.P. Guilford, a psychologist.

Creative behavior was identified with key traits:

• Fluency: the ability to generate many ideas in a set period of time.
• Flexibility: the ability to rapidly free associate.
• Originality: the ability to express uncommon ideas.
• Awareness: the ability to see beyond the immediate facts.
• Drive: the willingness to try without fear of failure.

Recently in a new product development program I used these strategies and tactics. Later that week I explained them in a Marketing and Advertising seminar. I like going over these concepts and traits especially when I’m a guest speaker or consultant in Marketing.

In seminars, the classroom and consulting, I discuss and illustrate that Osborn developed manipulative verbs. He suggested that we all generate creative ideas by visualizing the subject in new and unique ways. His verbs suggest manipulating the subject in some way.  Changing its size, function or position.  His verb list is magnify, shorten, rearrange, alter, adapt, modify, substitute, reverse. And combine.  Especially combine. Plus record.

Movement is a key principle behind the classic brainstorming.  The ground rules of brainstorming are to generate as many ideas as you can, with no criticism, building on the ideas of others. Keep them and you moving along. Trying to solve a problem. Deliver solutions. .

I teach that specifically modern brainstorming is a weaker tool.  It's not practiced right. While suspension of judgment and going for quantity is necessary for creative thinking it is not sufficient.  I was told once that brainstorming is like looking at a situation of a man tied up with ropes, in a room with a piano. In his condition, the man obviously cannot play the musical instrument.

If someone cuts the ropes, will the man be able to play? Brainstorming is usually not practiced with much preparation. I believe that's a mistake. A BIG mistake.  Brainstorming of today isn't effectively harvesting and executing the ideas generated.  In the original study and readings, set up follow-up steps and tools to continue and complete the process.

Brainstorming is not a bad tool, but it is weak by itself. Brainstorming can be part of the development of your Nine P’s/9 P's ©2007 or in your development of the Nine P's, Marketing objectives, strategies and tactics. .

Visit here for more true Marketing and Advertising Trivia.

I am a Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing’s objectives, strategies, tactics and solutions. I consult and teach using the concepts and practices of the Nine P's/9P's of Marketing.

In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:

• People (Segmentation and Targeting)
• Product
• Place (Distribution)
• Price
• Planning
• Promotion
• Partners
• Presentation
• Passion

For more on ideas, concepts and Marketing solutions: Go to LondreMarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 54 stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.

Illustrating The Marketplace With The Nine P's and Radio Shack's Products, under the 9P's.

Most of these statements feel familiar to Radio Shack.

1. Radio Shack is running out of cash. 
2. Radio Shack is reshaping its image. In my lifetime they have always been doing that. 
3. Radio Shack at one time had a network of 4.5K stores. I would put that under "Place," or Distribution in the Nine P's. 
4. Radio Shack franchisees also fall under "Place," and "People," in the 9P's. 
5. Radio Shack hires new president. 
6. Radio Shack wants to stock up inventory for the holidays.
7. Investors call Radio Shack a "junk-rated retailer."
8. Radio Shack lost $139 Million last year. 
9. It's a 93-year old company. 
10. Radio Shack is changing its product mix. Really? 

So let's look at that last one or last statement since the other statements have been discussed and reported on before.

Their new CEO wanted to upgrade the chain's product offering by bringing in new products and changing the product mix. He also said he wanted t decrease or narrow the product mix and narrow offerings by 10%. This is under "Product," in the Nine P's.

He also redesigned a Radio Shack in Manhattan with less clutter and more touchscreens and revised product mix.

Who's their target customer, or "People," in the Nine P's. They are not usually college students or web savvy customers. Remember their promotions offering free batteries just to get you in the store. Now the only reason to go is to find a "weird" battery. Plus the CEO wished their product, pricing, promotion, partners appealed to college students or web savvy customers.

Besides getting people into their stores they need the right "People," potential customers under "People," in the Nine P's.

Visit here for more insights and true Marketing and Advertising Trivia.

I am a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or the 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.

The Nine P's/9P's help identify marketing problems in a number of areas and help develop marketing’s objectives, strategies, tactics and solutions.  The Nine P's are insightful. In Marketing. the "Customer," or potential customers are king, but are missing in the 4P's. There needs to be more focus on the "Customer," or "People." "People," market segments utilizing demographics, geographics, psychographics , behavioral characteristics and technographics are a vital component of the 9P's.

I consult and teach using the concepts and practices of the Nine P's/9P's of Marketing.

In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:

• People (Segmentation and Targeting)
• Product
• Place (Distribution)
• Price
• Planning
• Promotion
• Partners
• Presentation
• Passion

For more on ideas, concepts and Marketing solutions: Go to LondreMarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 54 stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.

One Of Hollywood’s Most Famous Signs Had Only 13 Letters? It Was Only Nine Letters After John Belushi Knocked Off Four Of Them As A Pilot.

It was the famous “HOLLYWOOD” sign which began as a housing development with signage which spelled “HOLLYWOODLAND. “  The sign has made dozens of film cameos, including City of Angels, 1941 in 1979, Rock of Ages, Goldmember,  Mighty Joe Young, Independence Day, Chaplin,  and the Muppet Movie, among others.

The Hollywood sign made an appearance when Belushi as a pilot in 1941 knocked off the “land” part of the original “HOLLYWOODLAND” sign.

Visit here for more insights and true Marketing and Advertising Trivia.

I am a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or the 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.

The Nine P's/9P's help identify marketing problems in a number of areas and help develop marketing’s objectives, strategies, tactics and solutions.  The Nine P's are insightful. In Marketing. the "Customer," or potential customers are king, but are missing in the 4P's. There needs to be more focus on the "Customer," or "People." "People," market segments utilizing demographics, geographics, psychographics , behavioral characteristics and technographics are a vital component of the 9P's.

I consult and teach using the concepts and practices of the Nine P's/9P's of Marketing.

In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:

• People (Segmentation and Targeting)
• Product
• Place (Distribution)
• Price
• Planning
• Promotion
• Partners
• Presentation
• Passion

For more on ideas, concepts and Marketing solutions: Go to LondreMarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 54 stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.

"Member of Mankind" versus "Member of the Human Race:" It's Acura versus Nissan, With The Advertising History Of People's Bank.

Advertising is part of "Promotion," part of the Nine P's. 

Some comments about the new Acura advertising campaign from Mullen Advertising, who is using PR to promote their new advertising work:

1. I live in Southern California where over 200 people were laid off from RPA who was doing the advertising work for Acura. Previously RPA (Ruben Postaer Associates) took over for Suissa Miller who took over for RPA.  
2. Nissan used “Built for the human race,” in 1987. When that much publicized campaign for Nissan hit, some advertising types who live in the Seattle area thought the car maker's new slogan had a familiar ring to it. It did. 
3. One of the Seattle biggest regional banks, People's Bank, has used a similar slogan "Member FDIC and the Human Race."
4. Acura’s new slogan or tagline is “The Extremely New MDX — Made for Mankind.” 
5. Acura says its new line is “designed to highlight the unique engineering and design philosophy at the heart of all Acura vehicles — the synergy between man and machine.”

Let's combine them: "The New MDX, Made for the Human Race." Using creative license, I left off "Member FDIC."

Need business, marketing and advertising insights? For more, go to ideas, concepts and Marketing solutions at: LondreMarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

I am a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing’s objectives, strategies, tactics and solutions. If the customer is the center of all Marketing, why are the "People," the customers or potential customers missing in the equation? They are part of the Nine P's, right after "Planning." I consult and teach using the concepts and practices of the Nine P's/9P's of Marketing.

In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:

• Planning
• People (Segmentation and Targeting)
• Product
• Place (Distribution)
• Price
• Promotion
• Partners
• Presentation
• Passion

Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 54 stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.

Even More On Paula: No Longer Any Partnership, Sponsorship Or Alliance With Many: Hoffman Media Is Sticking With Paula Deen. Jumping Into The Controversy.

In 2012 Paula Deen received a reported $18 million in sponsorship and endorsements, without the Food Network contract.

I have previously reported that many sponsors and media partners are backing away from Paula Deen's decreasing empire. No longer any partnership, sponsorship or alliance with Sears, JC Penney, Walmart, Target and Home Depot. But Hoffman Media is sticking with her. They will continue to publish "Cooking With Paula Deen:"

• “Hoffman Media has worked closely with Ms. Deen since 2005...Our partnership will move forward with greater sensitivity and understanding.”

Paula Deen's book scheduled for publication in October, gone. And four books after that, kaput. It appears loud and clear that "appearing as a racist has very strong consequences."

The former Food Channel star, former spokesperson for Smithfield Foods, Harrah's/Caesar’s "Paula Deen" restaurants in casinos, and this week we added the former spokesperson to our list of shame.

Which companies were holding on, at the moment before July Fourth holiday, with Deen? We've got Novo Nordisk  (diabetes drug), Synergy Spices, GoBo Seafood Enterprises, Springer Mountain Chicken Farms, B. Lloyd's Nuts, International Greeting PLC, Kaleen Rugs, Universal Furniture, Serta Mattresses, QVC Kitchenware and Cookbooks, holding on to their deals. But for how long?

This Marketing and Promotion scenario or scenarios are not trending well for Deen or her sponsors/endorsers. Too much negative "Promotion," negative heat, with "Promotion" being one of the Nine P's/9P's©2007.

Walmart had dropped Paula Deen with the controversy surrounding her past use of racial slurs, her tearful/crying/sad performance on "The Today Show." She is now part of retail, marketing and promotion history.

In an interview, Ms. Deen at one point broke down in tears. She said she is not a racist. She has acknowledged using the "N word" in the past in a May deposition in a lawsuit from an employee of a restaurant she co-owns in Georgia.

Around the world in different marketplaces and for specific markets, advertising agencies, talent agencies and advertisers use celebrities and stars in a bid to win consumers' AIDA (Awareness, Interest, Desire, Action). Well, Paula has more awareness and negative interest than she has ever had. Advertisers have used famous athletes, performers, chefs, actors, musicians, and even political figures.

According to an Ipsos article, sometimes it works and sometimes it doesn't. The famous ad man David Ogilvy reported many years ago that, in his experience, "Testimonials by celebrities... are below average in their ability to change brand preference." Potential consumers and viewers guess that the celebrity may have been bought, and they are right. They are employed by advertisers, clients and advertising agencies to create and generate attention. And ultimately action...in actual sales. Making the cash register or your shopping cart on the web ring or click.

I teach that viewers have a way, many times, of remembering the celebrity but forgetting the product being promoted.

Another finding from the research is that celebrity ads often receive low rankings and ratings on believability. The message becomes more powerful when the celebrity endorsement carries "expert" authority or relevance for the brand, such as an athlete for sportswear or equipment, a chef for a food product, or a race car driver for autos, tires motor oil, when it's car and auto related.

Why use a Celebrity like Paula Deen? Celebrity Endorsements.

1. Can attract attention, interest, desire, action. Again make the cash register or your shopping cart on the web ring or click.
2. Improve company or product’s image
3. Boost company or product’s awareness
4. Break through all of the clutter
5. Exploit celebrity’s popularity
6. Increase distribution (Place in the Nine P's) and sales
7. Increase the company or product’s credibility
8. Use celebrity in marketing and sales meetings. Star can appear in events.

I have used the following quote for nearly eight years: “We all put way too much stock in what celebrities think/wear/say anyway.”  Adweek 08/01/2005

Want some of the biggest mistakes?

• I'm adding Paula Deen to my list. Here are more:
• 1987: Cybill Shepherd backfired as a spokesperson for Beef Industry, but admitted in Redbook that she was a vegetarian.
• 2007: Nike Suspends Michael Vick from their endorser/celebrity roster, plus NFL. Reebok, also.  Do you remember one week after suspending the launch of a shoe tied to Michael Vick, Nike suspended Mr. Vick without pay from its roster of endorsers, for allegations, which lead to conviction  of running a dog fighting ring. 
• 2005: Kate Moss dismissed from campaigns with H&M, Chanel, and Burberry after being photographed using cocaine. In January, 2006:  Cocaine-scandalized super model, Kate Moss, did star in New Virgin Mobile ads.
• Gap paid Sarah Jessica Parker $38 Million for three years. The trades reported “Gap has lost its cool and doesn’t stand for anything.”  Celebrities haven’t always worked for Gap in increasing sales.  
• 1978: Ivan Lendl, the tennis star, was in Snapple’s first ads. He mispronounced the product as “Shnapple”
• 1988: Anheuser-Busch used Eric Clapton’s “After Midnight” but told Rolling Stone magazine that he was battling alcoholism.
• 1989:  Jose Canseco, spokesperson for California Egg Commission, but was fired after being arrested for gun possession.  All before the steroid controversy.
• 2004:  “Got Milk?” pulled ads with Mary-Kate and Ashley Olsen when Mary-Kate checked into a treatment facility.  
• 1975-1984: O.J. Simpson for Hertz. Enough said.

I teach Marketing and Advertising and I am a Forensic Marketing Expert, as well as a senior Marketing consultant, with Londre Marketing Consultants, LLC.  I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy. I consult and teach using the concepts and practices of the Nine P's/9P's.. 

The Nine P’s include:

• People (Segmentation and Targeting)
• Product
• Place (Distribution)
• Price
• Planning
• Promotion
• Partners
• Presentation
• Passion

For more on ideas and Marketing concepts: Go to LondreMarketing.com at and look under “Articles and Resources” and the 9P's/Nine P's ©2007. Specifically you will find at 9P's/Nine P's.

Or for more fun, marketing strategies/tactics and facts:  Go to Marketing Trivia  at Londre Marketing Consultants, LLC. Here to help. All the best.

Price, One Of The Nine P's: Federal Judge Ruled Apple Colluded To Drive Up E-Book Prices

A federal judge ruled that Apple colluded with five major U.S. publishers to artificially drive up the prices of e-books in the months ahead of Apple entering the market in 2010.

The US Justice Department argued that Apple agreed with the publishers in early 2010 to allow them to set a higher price for best sellers and new releases in response to Amazon's $9.99 price point.

Prices for e-book best sellers increased to $12.99 and $14.99.

The publishers had previously settled with the Justice Department, as well as in a separate lawsuits by a group of state attorneys general. But Apple refused to settle. Took it to court. Update: "Apple Inc. says it plans to appeal a New York judge's ruling that found the company conspired with publishers to fix electronic book prices."

Pricing can mean value, convenience, efficacious and quality.

I want to put these and additional examples into some context. I have taught 79 semesters of Marketing, Global Studies and Advertising at USC, Pepperdine, CSUN, Loyola Marymount. I'm a guest speaker at UCLA, USC and CSUN and other schools  and I am a Marketing Expert in court and have my own marketing firm at Londre Marketing Consultants, LLC. I have a copyrighted concept which shows marketing planning with objectives, strategies and tactics. One of the Nine P’s/Nine P’s ©2007 in Marketing and the study of Marketing is “Price:” The college pricing and promotional offers in marketing would be found under "Price," in the Nine P's/9P's.

Price/Pricing, in Marketing: 

• The amount of money a consumer is willing to pay to obtain the product. 
• All aspects regarding "Pricing."
• Includes wholesale/retail/promotional prices, discounts, trade-in allowances, quantity discounts, credit terms, sales and payment periods and credit terms.    

I have written in a previous blog post about colleges adjusting pricing and unit costs after the longest run-up of overall pricing. Plus college students use e-books. Pricing decision making also involves adjusting prices for companies, including colleges and universities concerning the competitive environment, economic situations and involve buyer perceptions.

Prices are a key positioning factor and must be decided in relation to the target market, the product and service assortment mix, and the competition. There's a "price" we pay to be educated, whether in the classroom, or the marketplace, which may include producers, manufacturers, wholesalers, retailers, direct marketers, and consumers and users.

Need business, marketing and advertising insights? For more, go to ideas, concepts and Marketing solutions at: LondreMarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

I am a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing’s objectives, strategies, tactics and solutions. If the customer is the center of all Marketing, why are the "People," the customers or potential customers missing in the equation? They are part of the Nine P's, right after "Planning." I consult and teach using the concepts and practices of the Nine P's/9P's of Marketing.

In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:

• Planning
• People (Segmentation and Targeting)
• Product
• Place (Distribution)
• Price
• Promotion
• Partners
• Presentation
• Passion

Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 54 stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.

Oscar Meyer Rolls Promotion By Using Sales Promotion, Social Media, PR and Events With The Weinermobile.

Oscar Mayer has the Wienermobile and is touring this summer.

According to the NYT, "Oscar Mayer's summer road trip campaign will pit Wienermobile drivers against each other in challenges and tasks submitted by consumers via the Web and social media."

Promotion includes the communication element includes personal and non-personal communication activities.  Activities that communicate the merits of the overall product, which include: Should we promote? What should we promote? To whom should we promote? What economic and discount levels should we offer? What form of promotion should we offer? What features? How frequent? In class I discuss looking at consistency of message and messaging, especially with and within the different targets/elements/components/parts. Components are: Personal Selling/ Sales Force, Advertising, Sales Promotion, Collateral Materials, Direct Marketing (also referred to as Action or Direct Response Advertising, Interactive/Internet/Web, Digital Media, Social Media, Events and Experiences--Events, and Public Relations.

Visit here for more insights and true Marketing and Advertising Trivia.

I am a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or the 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.

The Nine P's/9P's help identify marketing problems in a number of areas and help develop marketing’s objectives, strategies, tactics and solutions.  The Nine P's are insightful. In Marketing. the "Customer," or potential customers are king, but are missing in the 4P's. There needs to be more focus on the "Customer," or "People." "People," market segments utilizing demographics, geographics, psychographics , behavioral characteristics and technographics are a vital component of the 9P's.

I consult and teach using the concepts and practices of the Nine P's/9P's of Marketing.

In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:

• People (Segmentation and Targeting)
• Product
• Place (Distribution)
• Price
• Planning
• Promotion
• Partners
• Presentation
• Passion

For more on ideas, concepts and Marketing solutions: Go to LondreMarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 54 stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.

Advertising Slogans Can Be Used In Governmental Protests. Check Out The Nine P's. Two Company Advertising Slogans Are Used In Brazil, During The Recent Unrest.

There has been discontent, street demonstrations, protests against bus and subway price hikes in Brazil. What is interesting to me who teaches Marketing and Advertising as part of the unrest and protests in Brazil, the protesters were using advertising slogans, under "Promotion" in the Nine P's. More awareness as in communication and AIDA (Awareness, Interest, Desire and Action). The action can be making the cash register ring, buying at Amazon, going to a dealership, but in this example--- taking it to the streets.

The protesters used company advertising slogans under Advertising, under "Promotion" and part or an element of the Nine P's/9P's.  They used the slogans of Fiat and Johnnie Walker Scotch. Fiat's slogan was "Come to the street." translated from "Vera para a rua"  and "The giant woke us," translated from "O gigante acordou" for Johnnie Walker.

By the way, several officials, companies, sponsors and event administrators are nervous and on alert since the 2014 World Cup and the 2016 Olympics are coming to Brazil. Yes, that Brazil.

Visit here for more insights and true Marketing and Advertising Trivia.

I am a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or the 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.

The Nine P's/9P's help identify marketing problems in a number of areas and help develop marketing’s objectives, strategies, tactics and solutions.  The Nine P's are insightful. In Marketing. the "Customer," or potential customers are king, but are missing in the 4P's. There needs to be more focus on the "Customer," or "People." "People," market segments utilizing demographics, geographics, psychographics , behavioral characteristics and technographics are a vital component of the 9P's.

I consult and teach using the concepts and practices of the Nine P's/9P's of Marketing.

In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:

• People (Segmentation and Targeting)
• Product
• Place (Distribution)
• Price
• Planning
• Promotion
• Partners
• Presentation
• Passion

For more on ideas, concepts and Marketing solutions: Go to LondreMarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 54 stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.

Is It Time For The Los Angeles Lakers To Change Their Name? Tough Season Ahead For All Lakers Fans.

Dwight Howard has agreed to terms with the Houston Rockets, leaving the Lakers and joining one of the hot NBA teams while becoming the biggest free-agent name to ever leave the Lakers.

The Lakers with their promotional campaign to retain him, including billboards/out of home around Los Angeles with “STAY, ” became “Hey, Kinda Nice Knowing You.“

Dwight declined a five-year, $118-million contract offer from the Lakers to accept a four-year, $88-million deal with Houston, making them his third team in under a year. Texas has more favorable taxes on income than California, bridging that $30 million gap.

Lakers General Manager Mitch Kupchak said: “We will now move forward in a different direction with the future of the franchise and, as always, will do our best to build the best team possible …”

Without Howard, thinking of Laker fans and especially Lakers season ticket holders, will the Lakers finally change their name, during this restart or reboot?

The Lakers from a thousand lakes in Minnesota will now be the “Los Angeles Takers,” “Los Angeles Makers” or “Los Angeles Fakers.”

A really tough season ahead for all Lakers fans.

Visit here for more insights and true Marketing and Advertising Trivia, including some sports trivia too.

I am a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or the 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.

The Nine P's/9P's help identify marketing problems in a number of areas and help develop marketing’s objectives, strategies, tactics and solutions.  The Nine P's are insightful. In Marketing. the "Customer," or potential customers are king, but are missing in the 4P's. There needs to be more focus on the "Customer," or "People." "People," market segments utilizing demographics, geographics, psychographics , behavioral characteristics and technographics are a vital component of the 9P's.

I consult and teach using the concepts and practices of the Nine P's/9P's of Marketing.

In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:

• People (Segmentation and Targeting)
• Product
• Place (Distribution)
• Price
• Planning
• Promotion
• Partners
• Presentation
• Passion

For more on ideas, concepts and Marketing solutions: Go to LondreMarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 54 stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.

More On Paula: No Longer Any Partnership, Sponsorship Or Alliance With Many: Hoffman Media Is Sticking With Paula Deen. Jumping Into The Controversy.

I have previously reported that many sponsors and media partners are backing away from Paula Deen's decreasing empire. No longer any partnership, sponsorship or alliance with Sears, JC Penney, Walmart, Target and Home Depot. But Hoffman Media is sticking with her. They will continue to publishing "Cooking With Paula Deen:"

• “Hoffman Media has worked closely with Ms. Deen since 2005...Our partnership will move forward with greater sensitivity and understanding.”

Paula Deen's book scheduled for publication in October, gone. And four books after that, kaput. It appears loud and clear that "appearing as a racist has very strong consequences."

The former Food Channel star, former spokesperson for Smithfield Foods, Harrah's/Caesar’s "Paula Deen" restaurants in casinos, and this week we added the former spokesperson to our list of shame.

Which companies were holding on, at the moment before July Fourth holiday, with Deen? We've got Novo Nordisk  (diabetes drug), Synergy Spices, GoBo Seafood Enterprises, Springer Mountain Chicken Farms, B. Lloyd's Nuts, International Greeting PLC, Kaleen Rugs, Universal Furniture, Serta Mattresses, QVC Kitchenware and Cookbooks, holding on to their deals. But for how long?

This Marketing and Promotion scenario or scenarios are not trending well for Deen or her sponsors/endorsers. Too much negative "Promotion," negative heat, with "Promotion" being one of the Nine P's/9P's©2007.

Walmart had dropped Paula Deen with the controversy surrounding her past use of racial slurs, her tearful/crying/sad performance on "The Today Show." She is now part of retail, marketing and promotion history.

In an interview, Ms. Deen at one point broke down in tears. She said she is not a racist. She has acknowledged using the "N word" in the past in a May deposition in a lawsuit from an employee of a restaurant she co-owns in Georgia.

Around the world in different marketplaces and for specific markets, advertising agencies, talent agencies and advertisers use celebrities and stars in a bid to win consumers' AIDA (Awareness, Interest, Desire, Action). Well, Paula has more awareness and negative interest than she has ever had. Advertisers have used famous athletes, performers, chefs, actors, musicians, and even political figures.

According to an Ipsos article, sometimes it works and sometimes it doesn't. The famous ad man David Ogilvy reported many years ago that, in his experience, "Testimonials by celebrities... are below average in their ability to change brand preference." Potential consumers and viewers guess that the celebrity may have been bought, and they are right. They are employed by advertisers, clients and advertising agencies to create and generate attention. And ultimately action...in actual sales. Making the cash register or your shopping cart on the web ring or click.

I teach that viewers have a way, many times, of remembering the celebrity but forgetting the product being promoted.

Another finding from the research is that celebrity ads often receive low rankings and ratings on believability. The message becomes more powerful when the celebrity endorsement carries "expert" authority or relevance for the brand, such as an athlete for sportswear or equipment, a chef for a food product, or a race car driver for autos, tires motor oil, when it's car and auto related.

Why use a Celebrity like Paula Deen? Celebrity Endorsements.

1. Can attract attention, interest, desire, action. Again make the cash register or your shopping cart on the web ring or click.
2. Improve company or product’s image
3. Boost company or product’s awareness
4. Break through all of the clutter
5. Exploit celebrity’s popularity
6. Increase distribution (Place in the Nine P's) and sales
7. Increase the company or product’s credibility
8. Use celebrity in marketing and sales meetings. Star can appear in events.

I have used the following quote for nearly eight years: “We all put way too much stock in what celebrities think/wear/say anyway.”  Adweek 08/01/2005

Want some of the biggest mistakes?

• I'm adding Paula Deen to my list. Here are more:
• 1987: Cybill Shepherd backfired as a spokesperson for Beef Industry, but admitted in Redbook that she was a vegetarian.
• 2007: Nike Suspends Michael Vick from their endorser/celebrity roster, plus NFL. Reebok, also.  Do you remember one week after suspending the launch of a shoe tied to Michael Vick, Nike suspended Mr. Vick without pay from its roster of endorsers, for allegations, which lead to conviction  of running a dog fighting ring. 
• 2005: Kate Moss dismissed from campaigns with H&M, Chanel, and Burberry after being photographed using cocaine. In January, 2006:  Cocaine-scandalized super model, Kate Moss, did star in New Virgin Mobile ads.
• Gap paid Sarah Jessica Parker $38 Million for three years. The trades reported “Gap has lost its cool and doesn’t stand for anything.”  Celebrities haven’t always worked for Gap in increasing sales.  
• 1978: Ivan Lendl, the tennis star, was in Snapple’s first ads. He mispronounced the product as “Shnapple”
• 1988: Anheuser-Busch used Eric Clapton’s “After Midnight” but told Rolling Stone magazine that he was battling alcoholism.
• 1989:  Jose Canseco, spokesperson for California Egg Commission, but was fired after being arrested for gun possession.  All before the steroid controversy.
• 2004:  “Got Milk?” pulled ads with Mary-Kate and Ashley Olsen when Mary-Kate checked into a treatment facility.  
• 1975-1984: O.J. Simpson for Hertz. Enough said.

I teach Marketing and Advertising and I am a Forensic Marketing Expert, as well as a senior Marketing consultant, with Londre Marketing Consultants, LLC.  I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy. I consult and teach using the concepts and practices of the Nine P's/9P's.. 

The Nine P’s include:

• People (Segmentation and Targeting)
• Product
• Place (Distribution)
• Price
• Planning
• Promotion
• Partners
• Presentation
• Passion

For more on ideas and Marketing concepts: Go to LondreMarketing.com at and look under “Articles and Resources” and the 9P's/Nine P's ©2007. Specifically you will find at 9P's/Nine P's.

Or for more fun, marketing strategies/tactics and facts:  Go to Marketing Trivia  at Londre Marketing Consultants, LLC. Here to help. All the best.

A Ransom Note Can Be Written With Great Copy. Skillfully Written. Money Maker.

I am not advocating writing ransom notes or giving notes to a teller or banker. I am putting a few things together in marketing and advertising, which includes copywriting.

I have taught marketing, advertising and business strategies since 1975, at USC, Pepperdine, LMU, Ucla, CSUN plus others.

What are the components of an ad? Headline, layout, photo or illustration, body copy, slogan, logo, vignette illustration, subheads.

Many times in class over 35 years I have defined the word “copy” as the text or the words of a print, radio, television or a paid advertising message that aims at catching and holding the interest of the prospective buyer or customer, and at persuading him or her to make a purchase. The headline of an advertising copy is said to be the most important part.

A ransom note contains “copy.” Doesn't have a real headline, in many cases. Sometimes it can be skillfully written.

Let's go back to a mystery and an unsolved crime

Here’s the note and copy that D. B. Cooper gave the stewardess, as he hijacked the Northwest Orient Airlines Flight 305 on November 24, 1971:

• “I have a bomb in my briefcase. I will use it if necessary. I want you to sit next to me. You are being hijacked.”

Some interesting aspects of the mystery:

1. Never caught and never heard from again. Unsolved hijacking.
2. He was in his mid-forties. 
3. Using the alias of Dan Cooper, he bought a one-way ticket at the Portland International Airport. 
4. He carried an attache case.
5. He wildly became to be known as D.B. Cooper, because of the media’s miscommunication. 
6. He took a seat in the rear of the plane.. 
7. He lit a cigarette.It was that long ago.  Cigarette advertising was decreased in 1971. 
8. Ordered two bourbon and sodas. 
9. The flight first dropped  the note. She thought it was a phone number for a pick-up/date.
10. Dan Cooper said “Miss, you’d better look at that note. I have a bomb.”

Visit here for more insights and true Marketing and Advertising Trivia.

I am a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or the 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.

The Nine P's/9P's help identify marketing problems in a number of areas and help develop marketing’s objectives, strategies, tactics and solutions.  The Nine P's are insightful. In Marketing. the "Customer," or potential customers are king, but are missing in the 4P's. There needs to be more focus on the "Customer," or "People." "People," market segments utilizing demographics, geographics, psychographics , behavioral characteristics and technographics are a vital component of the 9P's.

I consult and teach using the concepts and practices of the Nine P's/9P's of Marketing.

In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:

• People (Segmentation and Targeting)
• Product
• Place (Distribution)
• Price
• Planning
• Promotion
• Partners
• Presentation
• Passion

For more on ideas, concepts and Marketing solutions: Go to LondreMarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 54 stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.

Record Seventh Straight Year For Joey “Jaws” Chestnut Who Wins Nathan's Hot Dog Eating Contest. Many Parts Of Promotion, One Of The Nine P's.

Joey "Jaws" Chestnut sets a new record yesterday and wins the Nathan's Famous with a new world record of 69 hot dogs and buns in ten minutes. What great “Promotion,” one of the Nine P’s. 

Promotion is the communication element of the Nine P's which includes personal and non-personal communication activities. Components include Personal Selling/ Sales Force,  Advertising, Sales Promotion, Collateral Materials, Direct Marketing, Interactive/Internet/Web, Digital Media, Social Media,  Events and Experiences, such as Nathan’s Hot Dog Eating Contest, and Public Relations or PR.

Events and experiences plus the web and PR combine to add awareness, interest and action for Nathan’s Famous Hot Dogs.

Joey's from California has a “smarter” fashion this year to eat and win. He is pacing himself better (really with 69 hot dogs in 600 seconds), dunking the bread or buns in water, and then he shoves the hot dogs down his mouth and throat. A total of 69 in ten minutes.

Visit here for more insights and true Marketing and Advertising Trivia.

I am a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or the 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.

The Nine P's/9P's help identify marketing problems in a number of areas and help develop marketing’s objectives, strategies, tactics and solutions.  The Nine P's are insightful. In Marketing. the "Customer," or potential customers are king, but are missing in the 4P's. There needs to be more focus on the "Customer," or "People." "People," market segments utilizing demographics, geographics, psychographics , behavioral characteristics and technographics are a vital component of the 9P's.

I consult and teach using the concepts and practices of the Nine P's/9P's of Marketing.

In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:

• People (Segmentation and Targeting)
• Product
• Place (Distribution)
• Price
• Planning
• Promotion
• Partners
• Presentation
• Passion

For more on ideas, concepts and Marketing solutions: Go to LondreMarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 54 stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.

AMC’s "The Pitch," Starting Aug. 15. Six Thoughts And Facts About “The Pitch.” Sadly It's Not "Mad Men" Quality. At Least Last Season Was Not.

Six thoughts and facts about “The Pitch” on AMC, same channel as Mad Men. AMC’s "The Pitch" its second season starts on Aug. 15th.

1. This “so-called” documentary takes cameras into the world of advertising as two advertising agencies go head to head in a new business pitch for a brand.
2. It appeals or tries to appeal to viewers, who the vast majority have never been in an advertising, business or marketing class. 
3. It appeals or tries to appeal to viewers who have never been involved in the creation, production or airing of advertising.
4. It’s a form of entertainment. 
5. It’s only a 42-minute program with the rest of time in spots and promotion for AMC.
6. They are trying to create buzz in July for the second season premiere.

I am a Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing’s objectives, strategies, tactics and solutions. I consult and teach using the concepts and practices of the Nine P's/9P's of Marketing.

In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:

• People (Segmentation and Targeting)
• Product
• Place (Distribution)
• Price
• Planning
• Promotion
• Partners
• Presentation
• Passion

For more on ideas, concepts and Marketing solutions: Go to LondreMarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 54 stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.

Great Promotion in Brad Stevens for the Celtics. Add Chip Kelly for the Eagles too.

This is a little different for me to write about.  NCAA basketball guru/teacher/initiator/winner Brad Stevens was never going to stay at Butler forever, as their basketball coach... forever. Obviously Danny Ainge was looking when Doc Rivers was looking or wanted to leave. Ainge knew that and received compensation by playing poker with the Clippers. Don't forget Chip Kelly who was going to stay at Oregon or leave, with the NCAA penalties looming. I think not staying. He didn't. He went looking and played poker to with the Philadelphia Eagles.

Stevens' jump to the NBA and Kelly’s to the NFL: Both darn interesting, and both football and basketball seasons, either college or pro can't happen soon enough. Great Planning and Promotion, under the Nine P’s, for both teams, I report.

Why wouldn’t the Celtics and Eagles want these impactful, successful coaches? They sell tickets and they are exciting. New offenses and defenses. Bottom line they sell tickets, media packages and sponsorships.

For these coaches they have financial security forever and they do not have to recruit college kids. They get college kids in the drafts. Stevens got a six-year deal. The Philadelphia Eagles made Chip Kelly one of the highest-paid coaches in the NFL; they gave him a five-year contract at $32.5 million.

But there have been college coaches who have failed and went back to college. Rick Pitino after his tenure with the Celtics, and John Calipari after his time with the Nets.

Let’s bounce back to NFL:

The 49ers are hot. Predicted by some to win this year's Super Bowl.

But I found this written in 2011 by Johnny Goodtimes for xfinity.comcast.net  He probably wished it was more buried. The 49ers are favorites to win the Super Bowl. They came darn close to winning it last year.

• “Fans in San Francisco are excited about the upcoming season. After all, they hired the hottest college coach in America in Jim Harbaugh, who was incredibly successful nearby at Stanford University... It turns out that Harbaugh is almost certainly doomed. ( added the emphasis)   Coaches who make the jump from the college to pro ranks almost always fail." 
• "The last college-to-NFL coach to win a Super Bowl was Barry Switzer, and the last seven coaches who made the jump from college to the pros have combined to win exactly one playoff game (Pete Carroll's 7-9 Seahawks, who shouldn't have been allowed near the playoffs, pulled off a shocker against the Saints this past year)."
• "The last coach to have any sort of success in the NFL was Steve Mariucci, who led the 49ers to a 60-43 record before struggling for three years with the woeful Lions. … the new 49ers coach won't be either.”

Want more insights? Visit here for more true Marketing and Advertising Trivia, plus resources at Londre Marketing Consultants, under "Library.".

I am a Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing’s objectives, strategies, tactics and solutions. I consult and teach using the concepts and practices of the Nine P's/9P's of Marketing.

In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:

• People (Segmentation and Targeting)
• Product
• Place (Distribution)
• Price
• Planning
• Promotion
• Partners
• Presentation
• Passion

For more on ideas, concepts and Marketing solutions: Go to LondreMarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 54 stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.

Fastest-Growing For Ten Years: Internet Marketing. USP. Good Promotion. GEICO May Pass Allstate As USA's Second-Largest Auto Insurance Company.

State Farm is the leader. Allstate has the "Mayhem" campaign; Geico has pigs and the gecko.

Under “Promotion,” in the Nine P’s, Geico Insurance has spent big (the advertiser has spent $1.1 Billion last year on ads for property and casualty insurance on advertising campaigns utilizing a creative savings message.

Geico's new campaign called "Did You Know?" from the Martin Agency, and features Geico's long-running tagline: "15 minutes could save you 15% or more on car insurance."

Pretty smart, strategic USP, unique selling proposition. I add the definition for U.S.P. (Unique Selling Proposition): Many marketers feel that companies should aggressively promote specific product or service benefits, and, in the use and strategy of U.S.P. one benefit which is a strong, competitive advantage. For example, Geico uses "15 minutes could save you 15% or more on car insurance."

They use that benefit or benefits to build their positioning strategy. Companies such as Geico decides how many differences or differentials to promote and to whom. I tell my classes that the Unique Selling Proposition (also Unique Selling Point) is a marketing concept that was first proposed as a theory to explain a pattern among successful advertising campaigns of the early 1940s. It stated that such campaigns made unique propositions to the customer and that this convinced them to switch brands. The term was invented by Rosser Reeves of Ted Bates & Company.

Today the term is used in other fields or just casually to refer to any aspect of an object that differentiates it from similar objects. Businesses and corporations use USPs as a basis for their marketing and advertising campaigns.

For more on ideas, concepts and Marketing solutions: Go to LondreMarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

I am a Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing’s objectives, strategies, tactics and solutions. I consult and teach using the concepts and practices of the Nine P's/9P's of Marketing.

In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:

• People (Segmentation and Targeting)
• Product
• Place (Distribution)
• Price
• Planning
• Promotion
• Partners
• Presentation
• Passion

Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 54 stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.

Combining “Place” And “Partners” In The Nine P’s/9P’s Of Marketing, Microsoft Needs To Add Distribution And Sell More Tablets.

Microsoft has sold 900K tablets. They want to sell more. They need to sell more and they need more distribution. Using the Nine P’s of Marketing they are extending distribution (“Place”) and adding more distribution “Partners,” two of the Nine P’s.

For the Microsoft Surface tablets, the new Microsoft Devices program is lining up ten companies to distribute and resell its tablets to reach the market segments of enterprise, education and government.

"Place," also known as Distribution, in Marketing is defined as:

• The company’s activities that make the product available, using distribution and trade channels, roles, coverage, assortments, locations, inventory and transportation characteristics and alternatives. Offering the right product at the right PLACE, at the right time, at the right price. Consider, develop and review store and non-store, e-commerce and “brick and mortar” factors, considerations, objectives, strategies and tactics, including “Partners.” 
• Companies need to develop steps in an effective and efficient distribution plan, objectives, strategies, and tactics, plus execution. Plus proper, smart, mutually beneficial channels of distribution. 

In the channels of distribution, the resellers will include CDW, Ingram Micro and PC Connection. 

Visit here for more facts and true Marketing and Advertising Trivia.

I am a Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing’s objectives, strategies, tactics and solutions. I consult and teach using the concepts and practices of the Nine P's/9P's of Marketing.

In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:

• People (Segmentation and Targeting)
• Product
• Place (Distribution)
• Price
• Planning
• Promotion
• Partners
• Presentation
• Passion

For more on ideas, concepts and Marketing solutions: Go to LondreMarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 54 stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.

Buy or Sell? Is It A Fantasy That An Autographed Aaron Hernandez No.81 Jersey Is Worth $1000?

These are game-worn New England Patriots jerseys, if that matters. At the same time the New England Patriots ProShop will be exchanging Hernandez jerseys for free next Saturday and Sunday. Exchanging them for any active player’s jersey. By the way, Hernandez was charged with murder last week.

Hey, what is a Tim Tebow Broncos or Jets jersey worth? Or a new Tebow Patriots jersey worth?
The answer is for both... what people will pay. Look over the Nine P's of Marketing, including "People," "Promotion," "Passion," "Presentation," "Product," and "Place."

Visit here for more true Marketing and Advertising Trivia.

I am a Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing’s objectives, strategies, tactics and solutions. I consult and teach using the concepts and practices of the Nine P's/9P's of Marketing.

In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:

• People (Segmentation and Targeting)
• Product
• Place (Distribution)
• Price
• Planning
• Promotion
• Partners
• Presentation
• Passion

For more on ideas, concepts and Marketing solutions: Go to LondreMarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 54 stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.