Why Is An Expert Witness In Marketing, Trademarks Or Advertising So Critical For A Case?

On linkedin.com the question was asked : “Why is an expert witness so critical for a case if they are not involved?

I replied:  With 43+ years as a full time Marketing professional, 35+ teacher/senior lecturer in Business Strategies, Global Business Strategies, Marketing and Advertising and the 12 years as a Marketing and advertising expert let me take a stab at "What is an Expert Witness?" and "Why are they so critical for a case?"

• One with specialized knowledge of a particular subject, who can defend one’s opinion(s) with reliable information and research. Someone with experience, education and training in a particular subject matter who can help the judge and/or jury decide a case.

An Expert Witness is someone who possesses a few to several attributes related to the specific topic at hand, such as in my cases of Marketing, Advertising, Media, Trademarks, Intellectual Property, Contracts, etc.

• Some of these attributes are experience, knowledge, training and ongoing education, research, data and/or ability to articulate this knowledge to the legal/court system. Another way of looking at the subject: Professionals, who know their subject areas well, know how to communicate their knowledge, experience and expertise to others in everyday language and words.

Let me continue by comparing for you an Expert Witness to a Good Teacher?
BTW I have a part of this posted on my website to help at http://LondreMarketing.com and http://LondreMarketing.blogspot.com/

I have been a Marketing and Advertising expert for 12 years. I worked full-time in Marketing and advertising and taught Marketing one, two or three nights a week at USC/LMU/Pepperdine and CSUN and others. I have been a guest speaker hundreds of times.

How is an expert witness also a good teacher? It's a witness who, by possessing special knowledge, skill, training, or experience, is qualified to provide testimony in matters that exceed the common knowledge of ordinary people. At the heart or center of it, an expert witness is a teacher.

If you think about the qualities that make a good teacher, those are the qualities that are required to be a good expert. A good teacher has extensive knowledge of their subject matter. A good teacher is organized, with the subjects and material presented. The lecture, exhibits and PowerPoint presentations are presented in a logical manner. A good teacher is prepared and understands the work that was done, and is ready to answer questions asked by students, or in the case a judge, jury or arbiter.

A good teacher is always (we hope) patient, calm, thoughtful, and respectful.

Want more? If you do...the expert witness cases I have been involved in have been related to: Marketing; advertising; breach of contract; business practices; business and professions code compliance and violations, including unfair competition, unlawful, or unfair, or fraudulent business activities; contracts, sponsorships; false advertising; trade libel; media; trademark infringement; intellectual property; patents; usage of models; advertising agencies; trade secrets; client business practices; unfair advertising; deceptive advertising; violations of Lanham Act; unjust enrichment; trademarks at issue; comparative advertising/promotion; licensing; packaging; the value of advertising and media campaigns.

Cases included contracts between partners, board directors, partners, founders, advertising agencies, clients, advertisers, suppliers, distributors, production firms and media.


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 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.

Jack Daniels? Frank Sinatra? If You Are Picking A Celebrity Be Sure You Check Out Their History.

Interestingly they are not always alive. Jack Daniels is launching a $2.3 Million advertising campaign for Sinatra Select 90-proof Tennessee whiskey, featuring Frank Sinatra. Frank Sinatra died in 1998.

He said "I feel sorry for people who don't drink. When they wake up in the morning, that's as good as they're going to feel all day." That's interesting for many marketing professionals, students of Marketing and advertising, plus non users and users or "People," in the 9P's of Marketing for whiskey. I'd also add "Place," in the Nine P's which include all of the places you may buy and consume alcohol. One of the Marketing lectures I give asks MBA and advertising students where you can buy alcohol...add cruise lines, airports, planes, Costco, weddings, tasting rooms, mail order, among others.

Picking the right celebrities can even be harder than smart differentiation. If you are picking a celebrity be sure you check out their history and try to predict the future of the celebrity’s exposure?  What about their “after hour” behavior, any criminal record, FTC issues?  Health?

I have developed a list of strategic questions a brand manager or marketing manager should ask in developing and selecting a list of possible endorsers and celebrities, for a brand or company. Obviously there are strategic, emotional and rational decisions to be made by marketing professionals at both the client and the agency or talent source.

My marketing and promotional list?

1. Does celebrity subtract from product or service? In this case, I can think of multiple categories for Frank.
2. Is the celebrity appropriate for our product or service?  Same comment.
3. Does the celebrity add value? Or generate a good impression?
4. Does the celebrity add to the product’s image?
5. How much is the fee?
6. How is the contract structured?
7. Do you pay the celebrity or his family their fee, which will decrease media exposure/expenses?
8. What about the history and future of the celebrity exposure?  What about “after hour” behavior, any criminal record, FTC issues? Health?
9. Be sure celebrity uses and continues to use the product? Unfortunately he’s not alive.
10. Be sure the facts about the product are true and substantiated, before giving script to celebrity.
11. You must disclose if the star or celebrity has considerable interest in the company or product.

You also need to check on legal and their interest....Here's an update from August 22nd, 2015: 

• A Chicago, Ill.  jury awarded Chicago Bulls legend Michael Jordan $8.9-million dollars in his lawsuit against now-defunct Dominick's Grocery Chain. The legal case centered around a '09 magazine ad and coupon offer congratulating Jordan on his hall of fame induction. Jordan sued for $10 M, saying he guards his image. He doesn't sign endorsement deals for less than $10M. Dominick's parent company, Safeway, argued the NBA star was only owed $126,900. Jordan won and will donated to charity.

What's with our obsession with celebrities?  That includes clients, too.
Come up with the right idea or selling concept.  That must be first. Then decide on the “celebrity” to present, sing or act. What you are going to say is more important than the "who."

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) Who is buying and who is drinking Sinatra Select? target them. 
• 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.

This Year's Oscars, 2014 Update: Samsung Wins. Coke Wins. Pepsi Not So Much. With "Promotion," In The Nine P's Of Marketing.

Samsung’s Galaxy smart phone was integrated into the show, while Samsung spent an estimated $20 million on ads in the Academy Awards. Samsung got much, more promotional mileage from the stunts of Ellen DeGeneres during the show.

At least one if not two of the product placement plugs was planned. ABC ran a video segment of six young filmmakers touring the Disney Studios, using Samsung devices. Now let’s move on to the "selfie" shot  which was a different. During her rehearsals Samsung executives trained Ellen on how to use the Samsung Galaxy.

I teach marketing and advertising. From the history of TV, commercials and sponsors having products appear in a program has been there. The networks do usually reserve product placement for big time advertisers.

Coke really scored with the pizza boxes from the pizza eating stunt from Big Mama’s and Papa’s pizzeria. Unfortunately Pepsi was the sponsor of soft drinks and water category. Did you even see the  Pepsi 60-second spot on its mini cans?

Get two free liters of Coke with first online order at Big Mama’s & Papa’s. Great exposure for the pizza restaurant and Coke.  A 30-second spot costs $1.9 Million and that does not include the production costs and fees for actors, sets, equipment, advertising agencies, directors, crew and other personnel. The pizza was from Los-Angeles based pizzeria Big Mama's & Papa's. If you go to their website there's a photo of Brad Pitt and Angelina Jolie eating their BMAPP (Big Mama's and Papa's Pizzeria) pizza on the home page.

Want more info and background? Coca-Cola was the Academy Awards' exclusive sponsor for the past seven years, before Pepsi took over this year.  Sponsorship is estimated to have cost $41.5 Million for past four years. Coke surely stole some of Pepsi’s exclusivity and thunder on Sunday night's broadcast of the Academy Awards on ABC. I teach the 9P's of Marketing. The students put Sponsorships fall under "Promotion" and "Presentation," in the Nine P's of Marketing.

Unfortunately this year Pepsi replaced Coca-Cola as the exclusive soft-drink sponsor, but it was Coca-Cola logos on three pizza boxes delivered to the show. You or i could say "Stole some of the show."

The pizza was from Los-Angeles based pizzeria Big Mama's & Papa's. With 20 locations. Big Mama's & Big Papa's Pizzeria is Coca-Cola customer.

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 are part of advertising.  Sampling also falls under Sales Promotion, under Promotion)
• Partners
• Presentation (Sponsorships fall also under Presentation, in the 9P'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.

Perks And Motivating Employees: Your Employees Are Part Of "People," In Your Nine P’s Of Marketing.

One of my presentations that I give is titled: “What clients expect or should expect.” I give it in MBA Marketing classes at USC, CSUN and Pepperdine. I also give it online and in business seminars with entrepreneurs and business owners.

Part of my  presentation includes slides concerning motivating employees, which are part of “People," in the 9P’s of Marketing. Yes, employees are part of your target market. Ask any HR manager.Want to recruit better employees? Motivated employees who want to stay?

I discuss ways, specific ways your employees want to be recognized. It’s not always about money and bonuses but those are on the top of the list.

My List of ways to motivate employees, do not all include money.

1. A Bonus
2. Increased compensation
3. Personal thank you
4. Increased responsibility
5. A Promotion
6. Note or an e-mail from a superior or management
7. Recognition at company event
8. Time off
9. Phone call from superior

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. One of the hardest Marketing assignments is motivating employees, and the most difficult place is at trade shows.  More on that in another post.

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.

Product, Price And Promotion: Three of the Nine P's of Marketing With An Example From McD's.

National advertising for McDonald's Mighty Wings came back but with a 40% price cut for the "Product, in the 9P's of Marketing. Forty percent is a huge drop in "price." Advertising falls under "Promotion" in the 9P's.

They said the product was well-received, but the price was too-high. I'd say that the product may not have been received that well if it was in their words, "priced too high." In "real" business speak or talk that means sales were not as high as they expected.

McDonald's Mighty Wings were $1 per wing and they are now five wings for $3. McD's also said that they need to better inform customers of the spicy, hot taste of the Mighty Wings.  I would say they may have had some negatives on the taste too.

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 companies identify marketing problems in a number of areas and help develop marketing’s objectives, strategies, tactics and solutions. McDonald's is exceptional in understanding the marketplace. Look how they have added the items in the healthy menu, of which obviously their mighty wings product is not one of them.

The Nine P's are insightful. In Marketing. the "Customer," or potential customers are king, but are missing in makeup of the original 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, teach and do expert witnessing using the concepts and practices of the Nine P's/9P's of Marketing.

In the study and practice of Marketing, whether in the courtroom, seminar room or classroom, 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: (On planning, implementation and execution, Alexander Graham Bell said "When one door closes another door opens, but we so often look so long and so regretfully upon the closed door that we do not see the ones which open for us."
• 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.
.

Oscars: Who Was The Exclusive Soft Drink Sponsor? Soft Drink Logos On the Pizza Box In The Unexpected Host Ellen DeGeneres Stunt?

Want buzz?
Ellen’s pizza stunt created significant buzz on social media.

You can't buy this exposure. Jared Leto, Brad Pitt eat your pizza. Julia Roberts was all over the pizza too. Great exposure for Coke versus Pepsi. Or was it Pepsi over Coke?

Get two free liters of Coke with first online order at Big Mama’s & Papa’s. Great exposure for the pizza restaurant and Coke.  A 30-second spot costs $1.9 Million and that does not include the production costs and fees for actors, sets, equipment, advertising agencies, directors, crew and other personnel.

Coca-Cola was the exclusive sponsor for seven years, before Pepsi took over this year.  Sponsorship is estimated to have cost $41.5 Million for past four years. Coke surely stole some of Pepsi’s exclusivity and thunder on Sunday night's broadcast of the Academy Awards on ABC. Sponsorships fall under "Promotion" and "Presentation," in the Nine P's of Marketing.

Unfortunately this year Pepsi replaced Coca-Cola as the exclusive soft-drink sponsor, but it was Coca-Cola logos on three pizza boxes delivered to the show. You or i could say "Stole some of the show."

The pizza was from Los-Angeles based pizzeria Big Mama's & Papa's. With 20 locations. Big Mama's & Big Papa's Pizzeria is Coca-Cola customer.

Did you even see the  Pepsi 60-second spot on its mini cans?

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 are part of advertising.  Sampling also falls under Sales Promotion, under Promotion)
• Partners
• Presentation (Sponsorships fall also under Presentation, in the 9P'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.

Today's Example Is From Last Night's Oscars Or Academy Awards. 41% Were Watching, With 59% Watching Other Programs And Channels.

As a marketing and advertising senior lecturer, consultant and expert witness, I wanted to explain the advertising/media terms involved with TV viewers watching the NBA, NFL, Academy Awards/Oscars or any TV show.  We use rating, share, frequency, reach and continuity among others. Today's example is from last night's Oscars or Academy Awards. Of all the TVs on, 59% were watching other programming. Surprising to many, but there are many shows to watch. Viewership has not been incredibly reliable and predictable over the last several years, especially with all of the different hosts.
 
The Academy Awards/Oscars averaged a 27.9 household rating with a 41 share from 8:30 to 11:30 p.m. ET in Nielsen’s 56 metered markets last night. That's an increase of 3% from last year’s 27. rating with a 40 share. For example, an estimated  27.9  percent of all TVs were tuned to watch the show (Rating). Of the TVs on, 41% were watching Ellen on the stage with the celebrities and 59 percent were watching other shows or programs.

What is a Rating? Share? Reach? Frequency? Continuity?

You see these media terms used in any marketing or advertising class, with clients and at advertising agencies, especially used in the media around major TV events, including the Super Bowl, Grammys, World Series, March Madness, NBA Finals and the Academy Awards/Oscars.

Here are some examples and definitions:

• Rating (RTG): The estimate of the size of a television audience relative to the total universe, expressed as a percentage. The estimated percent of all TV households or persons tuned to a specific station.
• Share (SHR): The percent of the Households Using Television (HUT) or Persons Using Television (PUT) which are tuned to a specific program or station at a specified time. 
• Reach (Cume; also called Coverage): refers to the total number of different people to whom you deliver an advertising message, or a complete campaign.  The number of different or unduplicated households or persons that are exposed to a television program or commercial at least once during the average week for a reported time period. 
• Frequency: Average number of times a household or a person viewed a given television program, station or commercial during a specific time period. 
• Continuity: Length of time a schedule runs. For example, a brand manager or media planner could divide a media schedule into specific weeks and months in a year. 

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.

As a Forensic Marketing Expert, an Advertising Expert, an Advertising/Marketing consultant with Londre Marketing Consultants, LLC, I also 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 50+ stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.

Great Example Of Presenting The Component of “Partners,” in the Nine P’s Of Marketing. Plus Price in the 9P's.

To solve Marketing problems and looking for Marketing opportunities, Marketing professionals  use the 9P's of Marketing.  The Nine P's of Marketing have many parts or components. They are:

1. Marketing Planning
2. People
3. Product
4. Place
5. Price
6. Promotion
7. Partners
8. Presentation 
9. Passion

A traditional definition of Marketing includes creating value for customers ("People, " in the 9P's), clients, partners and society.  One of the definitions of Marketing I use in court and in graduate classes of Marketing is:

• Marketing  is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. 

Here's my example of alliances and partnerships or "Partners," in the 9P's.

• Serving up to 30 million customers if Comcast’s purchase of Time Warner Cable is approved, Netflix has agreed to pay Comcast to ensure Netflix movies and TV shows stream smoothly to Comcast customers. Netflix  gets direct access to Comcast's broadband network, in their multi year deal comes ten days after Comcast agreed to buy Time Warner Cable.

I am adding another P of "Price," in the Nine P's, since it is being reported that consumers may get new higher pricing and obviously Netflix paid Comcast for the smoother streaming of Netflix content for their subscribers.

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 (Using my example of Netflix and Comcast, with Time Warner Cable)
• 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.

To Me: It’s About Reach, Frequency And Continuity. And "People," In The 9P's With P&G.

P&G's A.G. Lafley recently talked about what went wrong with his Beauty Division. Part of the problem, he said, "is we started thinking of ourselves as a beauty company. We spent all our time at the Oscars, the Grammys or Fashion Week, which now runs for months."

He said they didn't stay focused on the consumer, or "People," in the Nine P's. You have to have strong creative and you need to look at the purchasing behaviors of the consumer.

To me it was a mistake to mainly concentrate on the Oscars, the Grammys and Fashion Week. I would have looked more at frequency and continuity over a period of months. Make an impact, with strong messages, to the right target market.

• Reach (Cume; also called Coverage): refers to the total number of different people to whom you deliver an advertising message, or a complete campaign.  The number of different or unduplicated households or persons that are exposed to a television program or commercial at least once during the average week for a reported time period. 
• Frequency: Average number of times a household or a person viewed a given television program, station or commercial during a specific time period. 
• Continuity: Length of time a schedule runs. For example, a brand manager or media planner could divide a media schedule into specific weeks and months in a year.

I would also include media planning. That would be part of "Promotion," and "Presentation," in the Nine P's of Marketing. 

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.

"People," In The 9P's Of Marketing. The Targeting Process Is 100% Opt-in, 5,500 Attributes About A Consumer In About 30 Seconds.

You may have heard if you are in Marketing and Advertising channels that Ogilvy Labs will begin testing a new mobile-based technology enabling brands to develop profiles to segment and target consumers. This technology is called Autograph,  developed by nFluence Media captures 5.5K attributes about a consumer in about 30 seconds.

I teach about "people" or Targeting in school and use it as an advertising expert:

• "People," market segments utilizing demographics, geographics, psychographics , behavioral characteristics and technographics are a vital component of the 9P's.

The ultimate goal for nFluence is to ensure that only the “right ads are delivered to the right consumers at the right time.”  This definition or statement is very similar to one of dozens I have used for 35+ years.

• Marketing is getting the right product or service to the right people (target market), at the right time, at the right place, at the right price, with the right partners, plus right communications and promotion.

I was asked recently the most important or one of the most important P's in marketing.  Targeting or People is high on that list.

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.

Sponsorships. Presentation. Sochi Olympics. Nine P’s Of Marketing. Under Armour. What A Mess.

American speed skaters may leave the Olympics with zero medals.

Athletes have been rejecting the Under Armour product made for them.

In Sochi, were the USA’s skating team's new high-tech skin suit slowing down the skaters on the ice? Perception or reality? Does not matter; it will slow down Under Armour’s sales.

Produced by Under Armour, the MACH 39 suits were designed to be fastest in all of speed skating, developed with the help of a defense contractor. Plus the suits have a custom fit, texture and five synthetic materials. In the 9P’s of Marketing, one of the P’s is "Presentation." With the Under Armour sponsor, their suits put the speedskating federation in an awkward position, based on the presentation. The “P” is the act of presenting any of the different 9P’s© to your customers, the federation, suppliers, wholesalers, retailers, sales force, marketing intermediaries, clients, employees,  partners, and to the entire Olympic audience. 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. Unfortunately it's a negative in this example.

Under Armour has revenues of $2.3 billion. Last Friday the stock fell 2.38%, base partially on the poor exposure at the Olympics, and that sales will fall. Sales falling affects future promotional and product needs. In the world of sports endorsements, I place sponsorships under both "Promotion" and "Presentation" in the 9P’s of Marketing. It's a mess in the Olympics and post-Olympics for Under Armour.

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," and that means anyone who purchases sports apparel and equipment.

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.

Sadly The Third Marlboro Man Has Died:. More On Using A Celebrity with Marketing’s 9P’s.

During the late 1970s actor Eric Lawson portrayed the rugged Marlboro Man in cigarette advertising has died. . The cause was respiratory failure due to chronic pulmonary disease. He had smoked since age 14. Lawson is the third “Marlboro cowboy” to die of a smoking related illness. The first Marlboro man David Millar died of emphysema in 1987, and the second Marlboro man David McLean died of lung cancer in 1995.

Around the world, advertisers use celebrities or stars in a bid to win consumers' attention, interest, and favorable attitudes toward their brands. Advertisers have employed famous athletes, actors, musicians, and even political figures. Unfortunately the cigarette spokespeople may have died from using the product.
I teach and I am an advertising and marketing expert. I am asked why use celebrities.

Why use a Celebrity? Celebrity Endorsements.

1. Can attract attention
2. Improve company or product’s image
3. Boost company or product’s awareness
4. Break through clutter
5. Exploit celebrity’s popularity
6. Increase sales
7. Increase company or product’s credibility. And for the brand manager's use of branding they used the Marlboro Man, and continued passing the torch. 
8. Use celebrity in marketing and sales meetings. Star can appear in events.

Strategic questions a brand manager or marketing manager should ask?

1. Is the celebrity appropriate for our product or service? 
2. Does celebrity subtract from product or service? 
3. Does the celebrity add value? Or generate a good impression? 
4. Does the celebrity add to the product’s image? 
5. How much is the fee?
6. How is the contract structured? 
7. Do you pay the celebrity their fee, which will decrease media exposure/expenses? 
8. What about the history and future of the celebrity exposure?  What about “after hour” behavior, any criminal record, FTC issues? Health?
9. Be sure celebrity uses and continues to use the product? When I use this question, i mean the example of a Diet Coke spokesperson drinking a Pepsi, or examples like that.  It's not if the celebrity could continue using the product due to health reasons. 
10. Be sure the facts about the product are true and substantiated, before giving script to celebrity.
11. You must disclose if the star or celebrity has considerable interest in the company or product.

Bottom line:
I say: “Come up with the right idea or selling concept.  That must be first. Then decide on the “celebrity” to present, sing or act.”  Plus “What you are going to say is more important than the "who."

But for cigarette advertisers there is a whole other world to deal with in health issues. It's life and death, sadly.

Is Shipping Part Of Product, Price or Place? Looking at Nine P’s Of Marketing With Bloomthat And Valentine’s Day.

Last week I was at the Flower Mart in downtown Los Angeles; they were gearing up for Valentine’s Day. It's a huge Marketing Holiday and it’s been reported that February flower sales in the U.S. will top $1.8 billion with 34.7% (or $637.3 million) of that going to sales of red roses alone.

Easy answers to the Marketing Mix and Nine P's question: The answer is three different elements or parts of the 9P’s of Marketing, with Product, Place and Price, plus we can add-Partners in the delivery.

I read a story about Bloom at bloomthat.com: They have flowers or live plants delivered by courier within 90 minutes. For “product" or product line, it’s not deep. It’s streamlined.

BloomThat offers a mobile app that let users select, pay  and have flowers or live plants delivered within 90 minutes. Right now it’s only delivering to addresses within the cities of Palo Alto, Mountain View, Menlo Park and Sunnyvale.

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): Bloomthat gave me an opportunity to link different elements in the Nine P's of Marketing. 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.

Want More Marketing Leverage For Your Product Or Service? Let’s Go Back To The Source Of U.S.P. Or Marketing's Unique Selling Proposition.

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 "U.S.P. or Unique Selling Proposition" was created by Rosser Reeves of Ted Bates & Company. Reeves wrote his first book in 1961 Reality in Advertising, published in 1961 by Alfred A. Knopf.  Reeves specifically wrote that U.S.P. is a precise term and it deserves a precise definition.

The three parts:

1. Each advertisement must make a proposition to the consumer. Not just words, not just product puffery not just show-window advertising. Each advertisement must say to each reader: “Buy this product, and you will get this specific benefit.”
2. The Proposition must be one that the competition either cannot, or does not, offer. It must be unique—either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising.
3. The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product. 

I like the concept and teach it.  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. Using that benefit or benefits to build their positioning strategy, the company decides how many differences or differentials to promote and to whom ("People," in the 9P's of Marketing).

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 sales programs and advertising campaigns.You may want to build an ad and campaign that tells and sells something about the product which pull over the most customers.

I'm going to do short blog posts about the magic of U.S.P. I feature it in my papers and in my 9P's of Marketing. Go to page 11-12 of my "Several Concepts, Terms and Useful Definitions Helping to Explain and Understand Marketing and Related Activities, including Marketing, the Marketing Concept, Marketing Mix (4P’s), and the Nine P’s (9P’s) ©2007."

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.

The Olympics, JC Penny's New Line, Plus Presentation And Promotion With The Nine P's Of Marketing.

It’s only creative if it sells.  A sophisticated marketing line which I have taught and used in every one of my 78 semesters of teaching, Advertising, Marketing, Integrated Marketing and Global Marketing classes. The line is usually meant to discuss the advertising but it can refer to strategies, production, tactics as well as copy and art in all media.

When is the last time you thought about going into a JC Penny’s to shop?  I’m guessing, not recently you would say. To encourage more shoppers and shopping JCP's new advertising includes the tagline or slogan “When It Fits, You Feel It." It was used last night in the Olympics' broadcast.

So the troubled JC Penny promotes its new tagline during the Olympics Opening Ceremony, as a first time sponsor of the Winter Olympics.  I would place advertising and sponsorships under "Presentation" and "Promotion" in the Nine P’s of Marketing.

Penny's is trying to bring traffic and potential shoppers back into their stores after some awful Marketing strategies and execution.  The tagline or slogan is “When It Fits, You Feel It; it’s part of JC Penny’s spring advertising campaign. The announcer or voice over adds "You know it when it lets you rise to greet the world. A fit that lets you stand out a little brighter, move a little faster, part crowds a little easier. When it feels so right you wear it again and again and again, like a charm that always knows exactly how to win."

The campaign may continue into March when the retailer is a longtime sponsor of the Oscars or the Academy Awards, in which an average 30-second spot costs $1.85 million.

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

I have been 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. Targeting would be extremely important to JCP since they lost so much foot traffic and sales in past years.

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.

Let Us Talk Ratings And Share With Jay Leno's Last Show (Maybe) And Promotion, In The Nine P's Of Marketing.

Jay Leno’s last episode as host of “The Tonight Show” (maybe), but I bet not his last performance or show on NBC, scored his show’s highest ratings in years. Last night's show averaged a 9.2 household rating, with a 22 share in the metered markets.  The finale drew 14.6 million viewers, the most in 15 years. The record was 22 million after 'Cheers' Finale in 1993. What do the numbers mean, read on.

A rating is an estimate of the size of a television audience relative to the total universe, expressed as a percentage. It's out of 100% so last night "only" 9.2% of the TVs whether on or off were watching Jay's last show. Maybe. And of the TVs on, 22% were watching Jay with 78% watching other channels and programming.

By comparison, on CBS with “Late Show With David Letterman” and ABC’s “Jimmy Kimmel Live” both notched a 1.9 rating and a 5 share, or 5% of the TVs on were watching either Letterman or Kimmel. Both shows added together is higher than Jay's show.  Television advertising is one part of Promotion in the 9P's of Marketing ©2007.

Interestingly, Jay's final show had not hit that level of rating and share numbers since President  Obama appeared on March 19, 2009 (11.3 rating/26 share)

As a marketing and advertising senior lecturer, consultant and expert witness, I wanted to explain the advertising/media terms involved with the TV viewers watching the NBA, NFL, Academy Awards/Oscars or any TV show.

What is a Rating? Share? Reach? Frequency? Continuity?

You see these media terms used in any marketing or advertising class, with clients and at advertising agencies, especially used in the media around major TV events, including the Super Bowl, Grammys, World Series, March Madness, NBA Finals and the Academy Awards/Oscars.

Here are some examples and definitions:

• Rating (RTG): The estimate of the size of a television audience relative to the total universe, expressed as a percentage. The estimated percent of all TV households or persons tuned to a specific station.
• Share (SHR): The percent of the Households Using Television (HUT) or Persons Using Television (PUT) which are tuned to a specific program or station at a specified time. 
• Reach (Cume; also called Coverage): refers to the total number of different people to whom you deliver an advertising message, or a complete campaign.  The number of different or unduplicated households or persons that are exposed to a television program or commercial at least once during the average week for a reported time period. 
• Frequency: Average number of times a household or a person viewed a given television program, station or commercial during a specific time period. 
• Continuity: Length of time a schedule runs. For example, a brand manager or media planner could divide a media schedule into specific weeks and months in a year. 

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.

As a Forensic Marketing Expert, an Advertisign Expert, an Advertising/Marketing consultant with Londre Marketing Consultants, LLC, I also 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 50+ stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.

Where Does Target's Security Breach Of 70 to 110 Million Holiday Shoppers Information Fit In The Nine P's Of Marketing?

I was asked  "Where does a security breach fit in or under the 9P's of Marketing?"  To respond to Target's problem with the press and their customers, plus governmental authorities, Target has used Advertising and PR under Promotion, in the 9P's of Marketing.

But what really seems to fit is Target's "Presentation," in the 9P's of Marketing.

This “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.  I'd add governmental officials to. Target's Presentation 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. Unfortunately you don't go a day now without hearing about security breaches or privacy concerns.

The news is one thing. I also tell my students and clients to think and reflect on the positive and negative emotions in a presentation by a salesperson or sales force. Negative emotions narrow a person’s vision and propel selling behavior toward survival in the moment, especially new sales people --- “I’m frightened, so I’ll flee.”

Or in the security breaches it's hard to counter them. The company needs to consider ways to protect consumers' personal information. The malicious software at Target enabled hackers to steal info from consumer's debit and credit cards from 11/27 to 12/15/13 and now they are reporting 12/18. It's the largest or one of the largest cyberthefts in the history or retailing.

The Target breach involved 40 million payment card numbers and as much as 70 million customers' names, home addresses, email addresses and phone numbers.

Another example or two: The Internet changed everything especially in the “presentation” of the different P’s. Another part of “presenting” is the big picture perspective of corporate social responsibility (CSR) which refers to consideration of, and the firm's responses to issues, beyond narrow economic, technical and legal requirements. These objectives and firm strategies of accomplishing social benefits along with the traditional economic gains which the firm is seeking is vitally important to the “presentation” to the constituents, different publics and to the world.

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(Target's Advertising and PR fit here)
• 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.

How Much Does A 30-Second Spot Cost In The Academy Awards? Promotion and Advertising In The 9P's of Marketing.

The Academy Awards will be March 2, 2014. Women more than men are the biggest watchers, an important target or "People," in the 9P's of Marketing..

It's Hollywood's main event and advertising's big event right after the Super Bowl.

•  The answer to my question:  A :30 spot costs $1.85 million, and that's an average. 26.6% of all TVs in the U.S. will be watching the Oscars. 

For the 2014 Super Bowl  XLVIII, FOX had been charging $4 million per TV spot in the telecast. For CBS in 2013, a single Super Bowl XLVII spot topped $4 million with ads ranging between $3.7 million and $3.8 million and topping $4 million.

It's important to note, since I am a Marketing teacher and advertising expert, that most viewers, business owners and students don’t realize that these amounts exclude or do not include production costs and fees for actors, sets, equipment, advertising agencies, directors, crew and other personnel. Just media costs.

In 2014 viewers of the Academy Awards or as some call it "the Oscars" will be seeing Pepsi spots (first time since 2005) instead of Coca-Cola spots (after eight years)  and General Motors autos instead of Hyundia, who spent $12 million last year.

In the Nine P's of Marketing, I include "Presentation"  Ellen De Generes who's the Oscars host is also the spokesperson for JCPenny. They were an advertiser last year and again this year.

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.

Super Bowl Stunt and the Nine P's With Place and Delivery

Just ask for it..."Lakemaid beer." Lakemaid's promotional stunt or guerrilla marketing  activity involved their craft beer delivered by a drone. The brand sent a 12-pack to ice fishers on a lake via unmanned drone. Link

While the FAA (Federal Aviation Administration) quickly stopped it there's a video of the delivery has surpassed 100,000 views on YouTube. The FAA restricts the use of commercial drones," Supple lamented.

The FAA, which regulates the traffic in the friendly skies, has yet to come up with clear rules for flying commercial drones. Want to read or see more?  KMSP-TV

I took a graduate Marketing class at USC on just one of the Nine P's or one of the Four P's. It was "Place." Place or "Distribution" includes 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 also in the 9P's consider, develop and review store and non-store, e-commerce and “brick and mortar” factors, considerations, objectives, strategies and tactics, including “Partners.”

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,” also in the 9P's.
• 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.

Super Bowl: Combining Pricing, Sales Promotion, Product, Services, Ads, Team Colors and The Nine P’s Of Marketing

While it is more about the cities of Seattle and Denver, much of the country will be seeing advertising, promotion, food and parties for the Super Bowl.  Retailers are treating the big game like a major holiday, which it really is.  And for TV executives and advertising agencies plus clients it's about ads and driving traffic and sales.

I teach in my marketing and advertising classes; But please remember when you are watching the spots and ads ---"It's only creative if it sells." With their advertising, the products and services need to increase awareness, interest, desire and action. Ultimately, sales. Make the cash register ring and the shopping carts full.

It's also about service, customer service  Employees will begin earlier in the day and will try to keep the shelves full.Service falls under "Product," in the 9P's of Marketing.

Supermarkets and grocers expect a major boost in store traffic until the Super Bowl begins on Sunday. Bars see a lot of patrons before and after the game.

In Seattle customers wearing a Seahawks' jersey receive a 10% discount at selected, a super smart marketer. At Tony's Market in Denver, food following the Broncos' color scheme is proving popular,

In Seattle customers wearing a Seahawks' jersey receive a 10% discount at selected, smart super marketer. At Tony's Market in Denver, food following the Broncos' color scheme is proving popular,

Want to know one of the biggest nightmares in advertising and in the Super Bowl--- Pets.com.

Success was short-lived for pets.com; their business model could only “sustain” for only ten months. As 2000 began Pets.com was s high-flying dot-com, with 300 employees and a sock puppet mascot. Netted $82.5 million in their IPO. Seventeen dot-coms were part of “The Dot-Com Super Bowl,” including RIP e-stamp, computer.com andlifeminders.com.

I teach this in graduate school. Pets.com spent $55.3 million in advertising, mostly on TV and generated only $5.8 million in sales. Pets.com's cost of goods was $13.4 million, more than 2X their actual sales of $5.8 million. Pet Smart reportedly bought pet.com's web address for only $375K in 2001.

Need business, marketing and advertising insights? More Super Bowl trivia? Go to Marketing Trivia with 54 stimulating questions and answers at Londre Marketing Consultants, LLC

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): It all starts from MetLife Stadium in New Jersey on Super Bowl Sunday. 
• Price
• Promotion
• Partners/Alliances
• Presentation
• Passion

Don't forget Marketing Trivia with 54 stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.