What Is Katie Couric’s Brand? Marketing And The Nine P's.

I guess I have more questions than answers.  I see that Katie is moving again.  She surely was good and popular at the Today Show, not so much with the declining ratings at CBS.  Now she is adding Yahoo to a huge number of letters.  After working at CNN, NBC, CBS and ABC, Katie Couric is leaving ABC for Yahoo.

Couric provides a service and is a "Product" in Marketing.  She blends Presentation and Passion in the Nine P's.

Couric is exiting her ABC News deal a year early to move to Yahoo
2. What is the new Yahoo?  The worlds of entertainment and the Internet?.
3. Is she part of the new or old media worlds?

Variety wrote on Friday: “This is going to be a real test for Yahoo to see if they can do what they’ve never really done well before: Justify the big bucks that no doubt had to be spent to get Couric with the kind of well-orchestrated promotional assault that will bring eyeballs. The kind of eyeballs that actually come back a second or third time, too.”

Two of the Nine P's are: Presentation and Passion.

• Presentation: The “P” is the act of presenting any of the different 9P’s© to your customers, suppliers, wholesalers, retailers, sales force, marketing intermediaries, clients, employees, and/or partners. They are symbols or images that represent something; a descriptive or persuasive account (as a sales person of the product or service). Something set forth for the attention of mind. 

Think about positive and negative emotions in a presentation by a salesperson or sales force. In this example it is a news person or personality on TV or the Internet.  They can aid in devising unexpected solutions to the buyer’s problem. The effects of positivity during a sales experience can infect the buyer, making him or her less adversarial, more open to the possibility and more willing to make a purchase.

• Passion: Those intense, driving or overmastering feelings, emotions in the marketing, developing, promoting and selling of products or services. Emotional, as distinguished from reason and rational decision-making; A strong liking for or devotion to some activity; deep interest in your partnership/presentation of any of the 9P’s© to any target or partner. Again the viewing audience. 

As a brand manager or marketing manager it starts with “believing” in the product and services you market and sell. And from research, it needs to show, in the “presentation” your passion for the product. Many sales persons dispute the concept that many sales people can sell anything, whether they believe in the product or not. That may have been true in the past, before the web, when manufacturers, producers and sellers held distinct information and specific product advantages, with buyers having limited choices. Not now..

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): 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. Please consider, develop and review store and non-store, e-commerce and “brick and mortar” factors, considerations, objectives, strategies and tactics, including “Partners.” 
• Price
• Promotion
• Partners/Alliances
• 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.

There Are Details With Insurance Companies, Insurance Plans And The ACA (Affordable Care Act). These Details Relate To Segmentation And Targeting In The Nine P's Of Marketing

The Nine P's of Marketing include "People" or Targeting in Marketing.  Have you ever heard of "Adverse Selection?"

Adverse selection under insurance planning happens when a health insurance plan attracts too many sick people and not enough healthy ones. The plan's cost goes up and its rates rise. The healthy people drop out and move on. Insurance actuaries call that bad and a death spiral. I guess they mean a death spiral for a business or marketing targeting.

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); "Adverse Selection" in ACA falls under this Nine P of Marketing.
• Product
• Place (Distribution): 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. Please consider, develop and review store and non-store, e-commerce and “brick and mortar” factors, considerations, objectives, strategies and tactics, including “Partners.” 
• Price
• Promotion
• Partners/Alliances
• 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.

The DVR May Be One Of The Best Things That Ever Happened To Sports Sponsorships ("Presentation," in the Nine P's) And Revenue. One Of The Worst For Fans In The Stands.

Whether college or pros the DVR surely brings in the money to sports. How? Fans can't fast-forward through the spots and commercials if they are watching live. Can't skip or zip and zap if you are watching live. I teach Marketing and Advertising and we talk in class how fans and potential buyers of services and products are watching sports more intensely.

 From MultiChannel News this week, sports media rights will hit $17.1 Billion by 2017, from only $11.1 Billion in 2012.

• PricewaterhouseCoopers is reporting. "Fundamental ratings for the telecasts will remain strong," said Adam Jones, director of Sports Advisory Services.

But the ticket buyers are growing restless with the lack of starting times for games only a week or two away. Networks don't care about the in stadium fans. They schedule the games for ratings.  Not knowing when a college game will start affects the airlines, fan schedules, restaurants, buses, metro and other transportation.

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 (Sponsorships would fall under one of the eight components of "Promotion" plus "Presentation.")
• Partners
• Presentation (Sponsorships would fall under one of the eight components of "Promotion" plus "Presentation.")
• Passion (Nike's got "Passion" for sports and their "Presentation."

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."

Cutting Service Time And Adding More Drive-Thru Windows, Parts Of The Nine P's/9P'sMcDonald'st Of Marketing

Drive Throughs or Drive-Thrus are a big component of the fast food business. Bring in additional sales. But they do add pollution and wasted energy and oil.

McDonald's is adding drive thru window to speed up fast food. Sometimes it is a third "drive thru" window. It's part of a test. The driver or the delivery of food starts with an order, and if the order isn't ready the driver goes to the third window, bypassing the second window to speed up service. McDonald's and actuall most fast food restaurants want to or are trying to speed up service.

They also have double-lane and side-by-side drive throughs. McDonald's calls it fast and friendly service, or Fast Forward Drive-Thru at McDonald's.

These strategies and tactics are part of "Product/Service," "Place," "Promotion" using PR, and "Presentation" in the Nine P's of Marketing.

In my Marketing, Advertising and Business Strategies classes at USC, Pepperdine, CSUN, LMU and this week I was at Ucla School of Law,  I have used drive-thrus as a starting point or a discussion point in class. If customers are so environmentally conscious there surely is a lot of wasted energy waiting in the street, in line with so many other cars and just using gas and oil to get through the drive thru.

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): Drive-Thrus fall under this P in the 9P's.
• Price
• Planning
• Promotion
• Partners
• Presentation: Drive-Thrus would also fall under this P in the Nine P's.
• 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.

In The Nine P’s Of Marketing, New Rules, Restrictions And FDA Planning About Artificial Trans Fats Or Partially Hydrogenated Oils.

In the news of Marketing, Business and Food today, the FDA is finally making a step, although a preliminary step: 

• Partially hydrogenated oils, which contain the trans fats, can’t be “generally recognized as safe” any longer, according to a tentative determination published today by the U.S. Food and Drug Administration. 

In the Nine P’s of Marketing, the uses or restrictions concerning artificial trans fats or partially hydrogenated oils are part of “Planning,” “Product,” “Promotion, “ “Presentation,” “Partners” and more.  These oils or fats are found in many foods including snack foods, microwave popcorn, creamers and vegetable shortenings. Plus some frozen foods, breads, rolls, fast foods, frozen pizzas and baked goods.  These “engineered” oils are being deemed unsafe for human consumption because of their links to heart disease.

This may be a preliminary step by U.S. regulators and the FDA to phase out use of these ingredients in the U.S.  While trans fats occur naturally in some meat and dairy, more of them are found in these processed foods. They are vegetable oils treated with hydrogen to improve the product’s texture and taste, extend the shelf life and stabilize flavors.

The decision, while not yet final, would lead to regulations that prevent food companies from using the ingredient. “It could, in effect, mean the end of artificial, industrially processed foods,” Dennis Keefe, director of FDA’s Office of Food Additive Safety, said in his statement.

The FDA said in their initial reports concerning the costs of removing the ingredient from the food supply ("Product," and "Place," in the 9P's of Marketing) would be about $8 billion.

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, which assist in difficult Marketing and Business decisions:

• Planning (Regulations and rules by the FDA would fall here. Plus the costs to remove these oils.)
• People (Segmentation and Targeting)
• Product (Food ingredients fall under this component of the Nine P's.) 
• Place (Distribution) 
• Price
• Promotion
• Partners/Alliances (Suppliers would fall here.)
• 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.

More Super Bowl Trivia, Research, Just Plain Hype. Advertising Is One Component In the Nine P's Of Marketing.

The Super Bowl XLVIII will be on February 2, 2014. NBC is charging $4 million per spot. For advertisers and advertising agencies it’s never too early to capitalize and hype.

• Since 1967, the American football extravaganza has become arguably the worlds biggest stage for TV spots and advertising
• Audience will be 100+ million and advertisers have been eager to ride on its huge popularity.
• Bruno Mars will perform at the 2014 halftime show of the Super Bowl. Announcing his performance gives Fox, Pepsi, and the NFL the season to hype their tie-ins. 
• Cars.com advertising in Super Bowl since 2008 is sitting out this year's Super Bowl and that made news, front cover of Ad Age. 
• Location and “Place,” in the 9P’s: Because of Met Life Stadium, near New York City, there will be twice as much build-up (let's call it hype) because it is just outside the largest media market in the world.
• Roger Goodell, the NFL commissioner, is saying that there is more buzz around this Super Bowl than any other one before.
• Many companies have announced their advertising plans earlier than usual. Such as Nestle’s Peanut Butter Cup, Hyundai, Dannon, General Motors, and Intuit. They have already announced they have purchased ads to “take advantage of all the pre-game buzz”
• Budweiser’s ‘whassup?’ ad and Apple’s 1984 groundbreaking ad – have all drawn inspiration from the need to make a splash during the most watched US broadcast

Some History and Evolution

• 1973: Noxzema with a former NY Jets quarterback, Joe Namath having his face creamed by Farrah Fawcett.
• 1984: Apple launched the Mac computer with a Super Bowl ad

In today’s blog, three things we have learned.

1. For an ad to be effective, it must extend well beyond 30 seconds of exposure on Super Bowl Sunday. Start before and go long. 
2. The advertising must extend to the web and social media, plus mobile phone and online gaming
3. Advertising drinks and snacks are the products that usually shine in the Super Bowl spotlight.

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): 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. Please consider, develop and review store and non-store, e-commerce and “brick and mortar” factors, considerations, objectives, strategies and tactics, including “Partners.” 
• Price
• Promotion: Advertising is one component under this P. 
• Partners/Alliances
• 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.

It’s Time To Start Talking About The Super Bowl Again. Super Bowl XLVIII Spots Are $4 Million Each, For 30 Seconds.

Advertising is one part of Marketing, and one component of "Promotion" in the Nine P's of Marketing. Plus that $4 Million is media costs only and does NOT include:

• Production costs and fees for actors, sets, equipment, advertising agencies, directors, crew and personnel.

The Super Bowl XLVIII will be on February 2, 2014. NBC is charging $4 million per spot. This is for new advertisers and does not include the rates that major advertisers who are  regulars on the network’s NFL packages. They pay substantially less; it’s the late-comers to the party that drive the average price up.
It’s that time of the PR spin, too. The stories before the game.

One was from CNBC today which is totally unbelievable.

• With one spot, Nestle expects its new peanut butter cup to climb from nearly no awareness to as much as 80% thanks to its $4 Million Super Bowl spot. Really? In my opinion, not based on reality, research, marketing or the marketplace. 

More background on the Super Bowl:

For CBS in 2013, a single Super Bowl XLVI spot topped $4 million with ads ranging between $3.7 million and $3.8 million and topping $4 million.

A premium can be charged or a preferred position for a typical 30-second spot in the first quarter of the game, which can average around $100K extra. This premium was due to the larger audience and better chances that consumers will recall the ads early in the game. Viewers are usually “in a better state of mind.” The audience averages 111 million.

Prices for advertising time only can typically cost millions of dollars. NBC tapped Madonna for Super Bowl XLVI. CBS had Beyoncé.

FOX in 2011 reported that Super Bowl XLV sold out, fetching between $2.8 million and $3 million per :30.

In 2009-2010, the cost of a 30-second spot ranged from $2.5 million to $2.9 million. These amounts excluded production costs and fees for actors, sets, equipment, advertising agencies, directors, crew and other personnel. Here's more:

During the broadcast advertising time has also grown from 40 minutes, 15 seconds in 2001 — or 82 messages — to 45:10, or 84 messages in 2009. There was a big rise in 2010, to 47:50 and 104 commercials.Which product is advertised the most on the Super Bowl? Not beers, movies or cars. It’s the network’s own programming promotion. In a typical Super Bowl, 15% to 20% of all commercial time is a plug by the network for its own programming and shows.

Sales and the pace of sales in 2010-2012 were fueled by the heavy competition among car makers. There was a record of eleven different car brands which announced Super Bowl deals, including nine different auto brands.

It’s our country’s highest-profile advertising showcase, with households staying glued to their screens and not using TiVo-type products and services during the ads. Marketers get a huge audience, but they also face high expectations especially when the audience can judge and be a critic with the click of a mouse. With the high price tag, it’s a lot to spend if the creative is poor or dumb, lacks strategic direction, or just plain awful. The cost of a Super Bowl spot every year has been an annual contest of brinkmanship for the networks, in setting its price.

Super Bowl XXXVIII, broadcasted on 2/1/2004 from Houston, Texas on the CBS network, was noted for a controversial halftime show in which Janet Jackson’s bare breast was exposed by Justin Timberlake in what was referred to as a "wardrobe malfunction". A record $550,000 fine was levied by the FCC, as well as an increase of FCC fines per indecency violation from $27,500 to $325,000.

While the Super Bowl still commands the highest-priced commercial unit — around $3.8 million — other major sports events and the Oscars can pull in total dollars, too.

Visit here for more insights including Super Bowl facts and trivia plus 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.