Less Than A Day Later. Advertisers Backing Away From Clippers. Will They Be Back? Where Does The Nine P's of Marketing Fit In?

Advertisers with their advertising agencies and media-buying agencies were pulling ads and signage/in-arena signs/ads from the local and national games, as the NBA bands Clipper owner Donald Sterling for life and fines him $2.5 million.

Donald Sterling will probably be asked to sell the team by the other NBA owners. In the world of sport sponsorships, endorsements and advertising under both "Promotion" and "Presentation," in the 9P’s of Marketing.

It's a business and Marketing mess for the Clippers organization and the NBA. In so many ways...

Which sponsors have left or on break from the Clippers? (updated list)

• CarMax (Used car dealer, nine-year sponsorship of Clippers) 
• Kia Motors America (Said it was "suspending" its "advertising and sponsorship activations with the Clippers.") 
• Chumash Casino Resorts 
• Virgin America
• Red Bull
• Sprint
• Lumber Liquidators
• Yokohama Tires
• Corona
• Aquahydrate
• State Farm Insurance 
• Mercedes-Benz dealers 

Will they be back? Some probably, especially  if they have ties with Clipper players such as Chris Paul and Blake Griffin.

Sponsorships fall under Promotion and Presentation in the 9P's of Marketing. In the 9P’s of Marketing, one of the P’s is "Presentation." This “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 big negative in this example for the Clippers in the short-term. Many, including fans, players, arena workers, support staff, parking attendants, restaurants, agents, future NBA players, and more. They fall under "People" in the 9P's of Marketing.

It's tough out there in Marketing decision making. 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.

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) 
• "People" or targeting has almost always been left out of the traditional "Marketing Mix."  Almost every diagram includes the four P's with "Consumer" or "People" or "Potential Buyers" in the middle of the circle. There needs to be more focus on the "Customer," or "People." 
• In this example I am using the Los Angeles Clippers who came from San Diego and from Buffalo.  
• "People," market segments utilizing demographics, geographics, psychographics, behavioral characteristics and technographics are a vital component of the 9P's. Once a target market is chosen, the organization can develop its marketing strategies to target this market segment. There are still questions:  Can the segments be accessed?  
• Marketing strategies need to be adapted for the different tiers or segments. Instead of viewing the market as a uniform group of customers with similar potential, the firm needs to view them as distinct groups or segments with differing potential.
• 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.

Clipper Fans Will Stop Coming And With Sponsors Fleeing, Owner Donald Sterling Will Have To Leave Team. Or Forced To Leave Team By NBA.

With fewer fans paying and with the Clipper sponsors leaving the Clippers, Donald Sterling will need to leave or sell team. In the world of sports endorsements, I place sponsorships under both "Promotion" and "Presentation" in the 9P’s of Marketing.

It's a business and Marketing mess for the Clippers organization and the NBA. In so many ways...

Which sponsors have left the Clippers?

• CarMax
• Kia Motors America
• Virgin America
• State Farm Insurance 
• Mercedes-Benz dealers 

You may not know that CarMax is a chain of used-car superstores, and one of the first Clippers sponsors to jump ship today. Plus Kia serves as the official automotive partner of the NBA. It also sponsors TNT's "Inside the NBA."

Sponsorships fall under Promotion and Presentation in the 9P's of Marketing. In the 9P’s of Marketing, one of the P’s is "Presentation." This “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 big negative in this example.For many, including fans, players, arena workers, support staff, parking attendants, restaurants, agents, future NBA players, and more.  They fall under "People,P in the 9P's of Marketing.

It's tough out there. Beware. 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.

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) 
• "People" or targeting has almost always been left out of the traditional "Marketing Mix."  Almost every diagram includes the four P's with "Consumer" or "People" or "Potential Buyers" in the middle of the circle. There needs to be more focus on the "Customer," or "People." 
• In this example I am using the Los Angeles Clipperswho came from San Diego and from Buffalo.  
• "People," market segments utilizing demographics, geographics, psychographics, behavioral characteristics and technographics are a vital component of the 9P's. Once a target market is chosen, the organization can develop its marketing strategies to target this market segment. There are still questions:  Can the segments be accessed?  
• Marketing strategies need to be adapted for the different tiers or segments. Instead of viewing the market as a uniform group of customers with similar potential, the firm needs to view them as distinct groups or segments with differing potential.
• 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.

Ads Are Everywhere. Another Example of Promotion And Advertising in the Nine P's Of Marketing, "Pull To Refresh On Your Smartphone."

Ads are everywhere. Here's another example with Appsfire's new mobile ad executions. Now besides your mobile phone provider and the manufacturer's brand name (which isn't advertising but branding and product/service names) you will have another ad as you "pull to refresh on your smart phone."

Appsfire is capitalizing with the boom in, in-app ads.

There was an empty space. Maybe not much longer.  Now there's Appsfire mobile ad, as one opportunity. Maybe there will be more. You drag one of your fingers or thumb down the screen, then watch the gray circle spin, now another advertisement.

Here's a little more. Appsfire, a French mobile ad network, is adding "Brichter-San," a software program that creates a customized in-app ad within the small space opened during refreshing on your smart phone.

At USC School of Law, UCLA School of Law and at Southwestern School of Law I have given variations of a  presentation, with CLE credit, titled “Confusion between Marketing  & Advertising: Why and what difference does it make to Law Students, Judges and Lawyers. Plus the Nine P’s of Marketing.”

I use specific, current examples of Yelp.com, Verizon, Metro/Expo, small businesses and large businesses. Plus the famous Sleekcraft factors. I present contemporary examples; the presentation is fun, educational, and interactive. I have also given international/global seminars and my talk will use both USA and global examples.

As a Marketing and Advertising expert, for the past 35+ years  I have worked full-time in Marketing while teaching Marketing and related subjects to graduates and undergraduates one, two or three nights a week at USC, CSUN, LMU CSUN among others.

My expert witness cases have involved: 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 involved contracts between partners, directors, advertising agencies, clients, advertisers, suppliers, distributors, production firms and media.

I have copyrighted and developed the Nine P’s of Marketing They include “People” or target market(s), Product” or Service, “Price,” “Promotion,” “Place” or Distribution, “Planning,” “Partners,” “Presentation,” and “Passion.”It's different out there. Beware. Or be aware of what's out there.

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.

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

There is much more on the 9P's at here or here. 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) This "P" is important especially for my example.  They will target different consumers on a CPM basis, which is under media planning or Cost Per Thousand." People or targeting has almost always been left out of the traditional "Marketing Mix."  Almost every diagram includes the four P's with "Consumer" or "People" or "Potential Buyers" in the middle of the circle. 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. Once a target market is chosen, the organization can develop its marketing strategies to target this market segment. There are still questions:  Can the segments be accessed?  Marketing strategies need to be adapted for the different tiers or segments. Instead of viewing the market as a uniform group of customers with similar potential, the firm needs to view them as distinct groups or segments with differing potential.
• 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.

With FreeStyle From Coke, Taking A Look At Five Of The Nine P’s Of Marketing

I just decided to take a snapshot of  a few of the Nine P's of Marketing with Coca-Cola's new Freestyle machine.  They are focusing on a new "Place," in the 9P's of Marketing: Your Home.

Planning: Five years in the market, Freestyle  is part of the $76 billion soft-drink industry. Unfortunately for most soft drinks sales, sales are trending down.  From Wall Street, Coke is looking negative with its stock down about 10% from its 52-week high.

Product: Coca-Cola's Freestyle machine, with 146 flavors and touch-screen dispenser. Flavors can be self-created beverages in micro-doses. The dispenser is sleek, with a curvy styling.

Place: Currently 19K machines in about 10.5K locations globally, including Burger King. Freestyle is on some college campuses. Looking to impact the home market.

People:  Teen-targeting, specifically "Millennials."

Presentation: Freestyle's evenhas an app. Pre-mix drinks on a cellphone. When holding the phone up to a Freestyle machine, we'll hope you receive the exact drink that has been mixed in the app.

It's tough out there for the soft drink industry. 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.

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 or Targeting
• (Segmentation and Targeting)
• As in this example of the teens or "Millennials" for the new machine. People or targeting has almost always been left out of the traditional "Marketing Mix."  Almost every diagram includes the four P's with "Consumer" or "People" or "Potential Buyers" in the middle of the circle. 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. Once a target market is chosen, the organization can develop its marketing strategies to target this market segment.
• There are still questions:  Can the segments be accessed?  Marketing strategies need to be adapted for the different tiers or segments. Instead of viewing the market as a uniform group of customers with similar potential, the firm needs to view them as distinct groups or segments with differing potential.
• 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.

NBA and Players’ Clothes, Tattoos, Cars, Watches, Rum and Presentation, In The Nine 9P’s of Marketing

With the NBA playoffs starting this week comes an announcement of young males' publisher Complex Media’s new Triangle Offense website. It's sponsored by Bacardi.

The only and sole sponsor will be Bacardi Flavored Rum for the next nine months. It’s been reported they are paying between $1 million and $3 million. It’s been also reported that the focus will be on the "players' high-flying lifestyle" -- their clothes, tattoos, cars, watches and more.

Complex Media has also published their Green-Label.com site for Pepsi's Mountain Dew.

I'm referring to two of the Nine P's, both Promotion with the sponsorship and Presentation in the 9P's.  I'd also add "People," as for the target marketing. The Presentation “P” is the act of presenting any of the different 9P’s© to your customers, the association, suppliers, wholesalers, retailers, sales force, marketing intermediaries, clients, employees,  partners, and to selected audiences (which would be under People, in the 9P's).

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. There are definitely different images for the NBA. Both good and bad.

In the world of sports endorsements, I place sponsorships under both "Promotion" and "Presentation" in the 9P’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," 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.

Tivo or Tivo-Like Services Have Changed the TV Business and The Way TV is Watched And Advertised.

Educating the consumer of what Tivo does has always been a problem. Their first network TV spots if rewatched had a way of not communicating or impacting the needs and wants of the TV watchers.

I remember being at the Consumer Electronics Show in 1999 when the unique package of services called Tivo was launched.  The tech was great. The Marketing and promotion and ads---not so much. For years I showed the original spots in my undergraduate and graduate Marketing and advertising classes. The students didn't get the spots and always wanted a better "sell" in Tivo's communications.

As Director of Marketing at Directv and teaching Marketing, Business Strategies and Advertising at USC, CSUN and Pepperdine  I remember how I thought Tivo would revolutionize the TV ad business.

The technology behind Tivo was to digitally record, pause, rewind and fast-forward programming and the ads. Tivo or Tivo-like services have changed the TV business and the way TV is watched  and advertised.

Tivo, as they say, has always been better at technology than Marketing, promotion and advertising.

Now the different cable operators and satellite companies can offer that 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 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.

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) 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. Once a target market is chosen, the organization can develop its marketing strategies to target this market segment. There are still questions:  Can the segments be accessed?  Marketing strategies need to be adapted for the different tiers or segments. Instead of viewing the market as a uniform group of customers with similar potential, the firm needs to view them as distinct groups or segments with differing potential.
• Product
• Place (Distribution)
• Price
• Planning
• Promotion: Advertising is only one of the eight parts or components under Promotion.  Last week I presented a presentation at USC Gould School of Law on the “Confusion between Marketing & Advertising:  Why and what difference does it make to Judges and Lawyers.”
• 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.

Big Changes In Store For Brand Integrations Or Product Placements. Colbert calls them "Sponsortunities."

First there was the soaps or soap operas.  Advertisers were the major sponsor. You had shows with product integration or the announcer or the star doing ads. Remember Ronald Reagan, Bob Hope and others.

There really is again another changing of the guard.  In the recent past CBS' David Letterman and NBC's Jay Leno were reluctant to include integrations into their shows in the same way.

Colbert is taking over for David Letterman. He calls it or them "sponsortunity;" I would put them under “Presentation,” in the 9P’s of Marketing.

CBS's Colbert, NBC's  Fallon and ABC's Kimmel can be more edgy and can integrate brands into the show with advertisers.

Do you remember Kimmel and his live ads or spots in ’08, and as Fallon took over the Tonight Show he partnered (one of the other Nine P’s---“Partners” with GE.

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.

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) Almost always left out of the Marketing Mix.  Almost every diagram includes the four P's with "Consumer" or "People" or "Potential Buyers" in the middle of the circle. 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. Once a target market is chosen, the organization can develop its marketing strategies to target this market segment. There are still questions:  Can the segments be accessed?  Marketing strategies need to be adapted for the different tiers or segments. Instead of viewing the market as a uniform group of customers with similar potential, the firm needs to view them as distinct groups or segments with differing potential.
• Product
• Place (Distribution)
• Price
• Planning
• Promotion (Product Integration falls under Promotion and Presentation. I'd also include "Partners."
• 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.

My “Confusion between Marketing & Advertising: Why And What Difference Does It Make To Judges And Lawyers” Presentation. Part Of My Talk Included Reporting Online Audiences.

I see in the media, by professionals and by attorneys the misuse and the use of the terms “marketing” and “advertising.” Marketing and advertising are used interchangeably by many.  Marketing is much more than advertising.

• Advertising is part of Promotion, in the 9P’s of Marketing. (http://nineps.com)
• Promotion is a part of Marketing.
• Advertising is part of Promotion.
• Marketing is NOT Advertising.

Yesterday I did a presentation at a USC Gould Law School Alumni function.  My topic was “Confusion between Marketing & Advertising:  Why and what difference does it make to Judges and Lawyers.” This is my third presentation. I have delivered this presentation or parts of it previously at Ucla School of Law and Southwestern School of law.

There are a number of important strategic philosophies and practices which guide Marketing planning, branding tools, variables, efforts and/or Marketing relationships/partnerships/alliances. The Nine P’s/9P’s can be used successfully by product and service companies selling directly or indirectly to consumers (B2C), to intermediaries (such as industrial, consumer, retail, wholesale and professional channels of distribution), and to other businesses (B2B).

In my talk I also discussed media and included a section on both online and on mobile advertising or the “brand in the hand,” or “brands in the hand.”

I also included references from IAB, Bloomberg Business Week, AdAge, Adweek, LA Times and others.

I discussed the crisis in the reporting of mobile and online audiences.  IAB or the Interactive Advertising Bureau discusses to be aware:…: “Beware. Online ad industry is facing a crisis, with scammers, fake traffic, piracy, non viewable ads, inappropriate content, deliberate malicious behavior, bogus publishers, and invisible web visitors.” I had used a range of 25% to 36%.

I found that at the Mediapost’s Video Insider Summit, they had also discussed the topic of ad fraud. They reported that “the majority of them correctly estimated the problem to be in the 25 - 50% range.”

It's tough out there. Beware. 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.

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) Almost always left out of the Marketing Mix.  Almost every diagram includes the four P's with "Consumer" or "People" or "Potential Buyers" in the middle of the circle. 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. Once a target market is chosen, the organization can develop its marketing strategies to target this market segment. There are still questions:  Can the segments be accessed?  Marketing strategies need to be adapted for the different tiers or segments. Instead of viewing the market as a uniform group of customers with similar potential, the firm needs to view them as distinct groups or segments with differing potential.
• 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.

Want The Definition Of Competition In The Movie Business. It May Be Dated... May 6, 2014.

Here's a big date: May 6, 2014. In the 9P's of Marketing, timing or debut of a movie opening would fall under "Planning," "Presentation," "Place," "Partners," and "Promotion," among others.

After a big weekend for Marvel and Disney, something may be brewing next May.

This weekend recorded a record-setting U.S. opening of Captain America: The Winter Soldier.

This  sequel took in $203.3M worldwide over the weekend, with an estimated $96.2 million in the USA. Up to today, “CA: Winter Soldier” has grossed $300M+ worldwide.

Now on to next May or specifically May 6th: (You can make #2, #1 if one of them moves their opening date.)

1. Disney and Marvel have officially given the date of  May 6, 2016 for the opening of Captain America 3. 
2. Warner Bros.’ presently untitled Superman-Batman movie is also scheduled for May 6, 2014.

Some one will have to give in. They are playing with dynamite plus theaters, "Promotion (with eight different components)," in the Nine P's and money. One of these will move because cannibalization would hurt both movies' total box office. Stay tuned. Again both probably would not open at the same time. But we'll see.

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.

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) 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. Once a target market is chosen, the organization can develop its marketing strategies to target this market segment. There are still questions:  Can the segments be accessed?  Marketing strategies need to be adapted for the different tiers or segments. Instead of viewing the market as a uniform group of customers with similar potential, the firm needs to view them as distinct groups or segments with differing potential.
• 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.

Samsung's Selfies With An Unaware President In The White House And At The Oscars With The Unaware Viewing Audience, Using The Nine P's Of Marketing, Plus Ambush Marketing.

It was just last November when Oxford Dictionaries editors named “selfie” their international "Word of the Year." At the White House, Boston Red Sox David Ortiz took a selfie with the President which "seemed" (read on) like a candid event. And at the Oscars with host Ellen DeGeneres and/or Bradley Cooper who took a group selfie. It has been reported that both were promotional events. I'd put them both under "Promotion" and "Events and Experiences," plus "Ambush Marketing or Advertising," with the 9P's of Marketing.

Samsung has revealed they were shot on a Galaxy Note 3 as part of a promotional deals. According to the White House Obama was unaware that his photo with Ortiz was part of a marketing deal. We also call it "Ambush Advertising," part of "Ambush Marketing," with the 9P's of Marketing analysis. For further interest, look and review aspects of Marketing and Advertising with this post and articles at  Variety, Adweek, Londre Marketing Consultants, AdAge, Boston Globe, Bloomberg Businessweek, plus Joshua Green's blog on Politics.

Samsung’s Galaxy smart phone was integrated into Oscars 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 Disney Studios, using Samsung devices. Now let’s move on to the "selfie" shot  which was a different. During her rehearsals Samsung execs 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? I have asked at Southwestern School of Law and at other schools. No one, it seems, remembers the spot.

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.

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. 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. You'll learn that with 20 locations. Big Mama's & Big Papa's Pizzeria is a 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.

The Baby Has Moved On or Was Fired From The E-Trade Advertising. It’s About Planning, People And Facebook, plus the Nine P’s Of Marketing.

From a posting on Facebook:

•  "Change isn't just for diapers. Time for me to move on." 

The E-Trade advertising with the baby including Super Bowl spots lived five years. Was it time for the baby to grow up? Maybe. But it's not the baby,they say it's the advertising messaging of the Marketing objectives, strategies and tactics for E-Trade and their advertising agency.

E-trade's customers now have new technologies and tools. The advertising planning included that the baby could not deliver their new Marketing planning or strategies to their target market of “People,” in the 9P’s of Marketing. Simply the creative executions were not delivering. They were not working according to the client.

Here's more about "People," in the 9P'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. The baby for E-Trade was just a creative execution. A brilliant one created by Grey Worldwide.

Once a target market is chosen (in, the organization can develop its marketing strategies to target this market segment. There are still questions:  Can the segments be accessed?  Marketing strategies need to be adapted for the different tiers or segments. Instead of viewing the market as a uniform group of customers with similar potential, the firm needs to view them as distinct groups or segments with differing potential. In this example their E-trade segment wasn't listening. The baby advertising did break through the clutter.

E-Trade said: "Our business has evolved from day trader to financial partner. To support this shift we have decided to create a new creative campaign. …(baby “message”) does not resonate with our target audience anymore."

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.

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.

Taco Bell Versus McDonalds: New "Ronald McDonald" TV Spots for Taco Bell Breakfast Menu With The Nine P's Of Marketing

Have you seen or heard that Ronald McDonald loves Taco Bell's breakfasts? It's called "Comparative Advertising." Advertising agency Deutsch-Los Angeles has developed TV spots featuring 25 people named Ronald McDonald.

These 25 people named Ronald McDonald love Taco Bell's breakfast. That's what Taco Bell is saying in its new advertising campaign introducing its new breakfast menu. It’s using a tactical promotional weapon ("Promotion," in the 9P's of Marketing) and taking on McDonald's, the biggest player in breakfasts. Over the years it is common for competitors to call out others in their advertising; it’s called “comparative advertising.”

It was reported that TB has been testing breakfast since 2012. I can remember in southern California TB doing testing before then. Recently Subway, Del Taco, McDonald's, Dunkin' Donuts, Burger King and others have been increasing their emphasis on breakfasts. I teach Marketing and Advertising, in class and with clients. Also I am a Marketing expert and a Forensic Expert in Marketing.

I am asked in class, in court and in board rooms:

• What is Comparative Advertising? Advertising which compares one or more brand attributes to those of one or more named or otherwise identified competitive brands. It's the practice of either directly or indirectly naming one or more competitors in an advertising message and usually making a comparison on one or more specific attributes or characteristics. 

It's been more than forty years going back to 1971-1973 when the FTC thought it would be a way of dispensing real product information.  At that time, ABC and CBS prohibited it in the execution of TV spots.

Here's a list of pros and cons I use regarding Comparative Advertising:

Pro:

• Effective/Factual
• Sales Increases
• Increases awareness
• Consumers can verify comparison
• Wins over-Half-Hearted

Con:

• What is Difference?
• Limited Space
• Lawyers
• Confusing
• Lacks reliability
• Misidentification
• Untruthful/Misleading

What to do? How to evaluate. This list is only a short list and depends on the competitive environment, the marketplace and a whole lot more. 

• You need a real customer benefit. 
• It has for many clients and agencies been "More of a tactical weapon."
• Smaller market share takes on Larger market share competitors
• Opportunity, not an obligation
• Need long-term price advantage
• Look at using comparative advertising, only on a case-by case basis

Execution Styles in creative development and execution (12)
1. Straight Sell or factual message
2. Scientific/Technical message
3. Demonstration
4. Comparison
5. Testimonial
6. Slice of Life
7. Animation
8. Personality Symbol
9. Fantasy
10. Dramatization
11. Humor
12. Combinations

Need business, marketing and advertising insights? Use the Nine P's. Here's 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): Look at the locations of McDonald's versus Taco Bell.  I read recently that McDonald's spent in 2012 $787.5 Million and Burger King spent only $78.2 Million accrding to Business Blomberg. Place 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 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.

For Manhattan College, Steve Masiello And USF: Let’s Look At “People,” “Planning,” “Presentation,” “Price” and “Place,” In The 9P’s Of Marketing.

The truth shall set you free if you tell the truth. Unfortunately Steve Masiello lied on his CV and is out of a five-year/$5 million deal as a basketball coach at USF.

Let’s break down a few of the components of the Nine P’s of Marketing.

Planning & Situation:

• Manhattan coach Steve Masiello never graduated from the University of Kentucky, as is indicated on his résumé.
• Coach Steve Masiello had a 60-39 record in three seasons with the Jaspers of Manhattan.
• During the search for a new men's basketball coach, an agreement in principle was reached by USF (University of South Florida) and candidate Steve Masiello (formally of Manhattan). 
• Manhattan’s coach Steve Masiello was offered coach job at USF.
• Through the verification process at the USF it was determined that “Steve Masiello’s credentials could not be substantiated and therefore he did not meet the requirements for the position."
• USF said Wednesday that it would continue its national search for a coach.
• It isn't clear as of this Londre Marketing post whether Masiello is eligible to return to Manhattan in the wake of the USF deal falling through. 
• Schools need to figure out their new coaches, looking at many different credentials and points. From Rick Pitino, coach of Louisville University: “If it's accurate, I'm shocked by it. I had no idea. ... He was on track to graduate.”
• Posted by USF: The head coaching job "requires a Master's degree in an appropriate area of specialization and six years of coaching experience at the high school level or above; or a bachelor's degree in an appropriate area of specialization and eight years of experience at the high school level or above."

Price: 

• $1 million a year for five years

Promotion with PR:  

• Good media story and first reported by ESPN.
• A nightmare story for a school’s athletic program.  Good for USF for checking on references and credentials. 
• Jason Charney, Masiello's agent, declined comment today. Numerous attempts to reach Masiello have been unsuccessful.
• The unique nickname of the Manhattan College athletic teams is a Jasper or Jaspers. What is a Jasper? The Jaspers team name comes from one of the College's figures, Brother Jasper of Mary, FSC, who served at the College in the late 19th century.
• Masiello crafted his own resume with contained graduating from University of Kentucky, which did not happen.  
• He had the opportunity to review the media guide each year and tell us it was wrong." His official bio, which also was posted on the school's website, indicated he graduated from Kentucky. 

Place:

• This story involves Manhattan College (New York), University of Kentucky, New York, South Florida, Kentucky, Louisville

As part of ESPN’s story they are asking readers and viewers to Vote on “Did USF make the right decision and sport fans and business owners are asking” 

Great marketing, promotion and business question:

• Whether Masiello is eligible to return to Manhattan in the wake of the USF deal falling through. He had a 60-39 record for three seasons with the Jaspers, but I would say there is so much more decision making and planning plus execution to go through 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) While this is difficult hiring the best people and with a verified CV is essential in targeting the right "People," in the 9P's of marketing. 
• Product
• Place (Distribution):  In this case or situation it's many different cities on a basketball schedule plus internationally for both USF and Manhattan in fundraising and other sports/educational activities. Look at ticket sales. In many Marketing situations it is 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 stadiums, arena, leagues, store and non-store, e-commerce and “brick and mortar” factors, considerations, objectives, strategies and tactics, including “Partners.” 
• Price: Besides pricing issues and ticket sales, add salaries. 
• Promotion: Eight parts or components under 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.

Grammys or Grammies. The Nine P's OF Marketing.

You may be wondering whether the correct plural of the word “Grammy” is “Grammies” or “Grammys.” This is not just an obscure grammar question. There is some legitimate confusion on this issue, because various media outlets will use both spellings, leaving readers/viewers to wonder which plural form is correct.

So which is right? Keep reading to find out.

It’s “Grammys.” Yes, this breaks the old elementary school rule that you should change the Y to I and add -ES, but the Grammy Awards prefer this spelling. “Grammys” is the term the organization uses in its official press releases and reports.

So if you’re going to write about Adele’s record haul at the 2012 awards, you’d say, “Adele won six Grammys.” If that spelling doesn’t look correct, don’t worry; you’ll get used to it. Of course, you could just take the easy way out and use the full term “Grammy Awards” whenever you would normally use “Grammys.” That way, you avoid the issue altogether.

Whatever you do, don’t use “Grammies!” You’ll look like you don’t know what you’re talking about, and if your readers are smart, you’ll probably lose some credibility in their eyes. Even reputable websites like the Huffington Post and the Sun have made this mistake. Remember, it’s Grammys in 2015!

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 ( A lot of Promotion, Planning and more in the 9P's of Marketing for the Grammys and the Oscars in the Academy Awards next year (2015) on ABC. Look for new LondreMarketing.com blogposts about entertainment.) 
• Partners
• Presentation
• Passion

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

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

More Devices. Fewer Movie Goers. Specific Segments of “People," In The Nine P’s Of Marketing Or The Important 18-24 Movie-Going Age Segment Has Dropped In Going To Movies.

I use the Nine P's (9P's) for Marketing whether in the marketplace, with clients, agencies and in expert reports. This important 18-24 age movie-going segment plunged 21% in ‘13, according to MPAA (the Motion Picture Assn. of America). I use examples of movie-going statistics in my marketing and advertising presentations.

Plus attendance in the 12-17 age bracket has also dropped
It was reported that movie goers from 12-24 years of age are likely spending their time watching a variety of other screens, including tablets, smart phones and other devices.

MPAA has revealed that those who go to the movies:

• Have more mobile devices
• 74% of frequent moviegoers have at least four tech gadgets or devices.

Here's more on "People" or as I describe as People/Prospects/Purchaser (Target Market)

A target market consists of a set of buyers who share common needs or characteristics that the company decides to serve. Market targeting can be carried out at several different levels. We discuss that a product is focused on a specific target market contrasts sharply with one following the marketing strategy of mass marketing.

• Defining a target market requires market segmentation; the process of segmenting the entire market as a whole and separating it into manageable units based on demographics, geographics, psychographics, behavior, technographics or technographical characteristics.

Segmentation is an important Marketing concept; the market segmentation process includes:

• Determining the characteristics of segments using Geographic, Demographic, Psychological, Behavioral and/or Technographics or Technographical Segmentation in the target market(s).
• Separating and targeting these segments in the market based on those characteristics.
• Checking to see whether any of these market segments are large enough to support the organization's product.
• Once a target market is chosen, the organization can develop its marketing strategies to target this market.

The process of segmenting the entire market as a whole and separating it into manageable units based on demographics, geographics, psychographics, behavior, technographics or technographical characteristics.
There are a wide range of consumers.  Different segments. There are segments of consumers who “try” brands and products. There are segments who want to be trend setters.

Sometimes specific shoppers are called or named “try-sumers.”  They like to interact with brands and shopping provides enjoyment.  Woman or classes/segments of females like to shop and shopping doesn’t always mean buying. Going to a mall is entertainment.  Some call it therapy. While some males don’t like to shop but if they do shop they buy.  It would be a waste of time to come back.

One study, as an example, that has been used in class: males or younger males shop two or three times a year for 70% of their clothes.

What still may be missing in the research and its evaluation is the critical recognition that there may be a link between service quality and profitability. Some customers are more profitable than others.
Can the segments be accessed?

Marketing strategies need to be adapted for the different tiers or segments. Instead of viewing the market as a uniform group of customers with similar potential, the firm needs to view them as distinct groups or segments with differing potential. For example the important 18-24 year olds who go to movies frequently. This means developing different marketing strategies for each tier, especially different strategies for price and  product offering.

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.

Sponsors Logos On NBA Uniforms. Part Of Promotion, Partners And Presentation In the 9P's Of Marketing.

Did you know that none of the four major pro team sports in the US have advertising on their jerseys?  I wrote a post recently about Herbalife and soccer with the LA Galaxy jerseys. It's not going to be easy when they are going through FTC issues and review of their marketing practices. Update on July 16, 2016:  Hebalife is going to pay a $200 Million FTC fine and change its business practices to settle regulators' claims that Herbalife told people (also one of the 9P's of marketing) that they could get rich quickly by selling its weight-loss supplements. There was a stinging rebuke of Herbalife's business model and execution.

Fans may see sponsor patches on team jerseys the NBA has reported recently. They say it creates that much more more of an opportunity for our marketing partners.  I would agree with that but it really generates more income for the NBA and maybe the key motivating factor.  What about all of the patches on NASCAR drivers and their cars?

The NBA says it is better integration of their messages. The first thought is only one patch which would measure 2 1/2 by 2 1/2 inches. Really only one patch?  They say these patches could be worth $100 million in revenue. Really?

Will the TV partners for the NBA be all right with that? What about the sponsors before, during and after the game?

Need business, marketing and advertising insights? Use the 9P's of Marketing.

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): Each NBA team practices "Place" strategies. 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: There are many aspects of Partners, in the 9P's of Marketing for partnerships and 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.

Along With The First Promo With TWA, What Other Companies/Clients Have Been Featured By Mad Men’s Creator, Showrunner Matthew Weiner And The Writers?

“Mad Men” returns April 13th  on AMC.  Can’t wait for more of Sterling Cooper.
I have seen each and every episode from the beginning.  Check out "Mad Men in the classroom" at Londre Marketing.  Going to the TV Paley event at Dolby Theatre tomorrow to see the cast and writers plus creator of "Mad Men."

Here’s the answer to my question in the headline. I have been collecting the list:

• Kodak
• Sunkist
• Premium Saltine Crackers
• Dow Oven Cleaner
• Mohawk Airlines
• Sheraton Hotels
• Hilton Hotels
• Jaguar
• Ocean Spray
• Chevrolet

Want more on the next season or parts of next season? According to reports and stories, the final season is broken into two parts; the first seven episodes will begin airing next month on April 13 while the remaining episodes will  start again in spring, 2015. Don't know if I miss "Breaking Bad" more or waiting for Mad Men to replace the emptiness and void of Breaking Bad.

Where were we in the story?  

• It's a mess.
• The last time we observed Don's, as in Don Draper's erratic behavior; a ton of drinking. He had sabotaged the agency’s new business pitch to Hershey.  He was being counselled by Roger and others to take time off from work. There was no return date in site or set for our creative director/partner of the new Sterling Cooper.

Visit here for more Marketing 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. "People" or the specific audience  is important to the executives at AMC, for advertising agencies and clients looking to advertise before, during and after "Mad Men. "

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.

Starbucks Includes Alcohol For Sale. Changes Their Product Offerings, Direction, Marketing Mix and Their Nine P's of Marketing.

Starbucks did some test marketing in 2010 in the Seattle area. They are changing their Product, Place, People, and Presentation in the 9P's of Marketing by expanding their offerings of alcohol. Not sure many know they have been selling alcohol.  When first offered and sold I told my Marketing and Advertising classes and this test marketing example was part of my presentations and seminars. I am not a big fan of Starbucks. Would take CBTL coffee over them.  It was Time magazine that first referred to Starbucks as "Charbucks." So many complaints that Starbucks promotes that the coffee selection includes "fewer" options.

Here's more on Starbucks' alcohol for sale and another example of "Presentation," in the  Nine P's of Marketing:

Starbucks presently sells alcohol in only 25 stores in Los Angeles, Chicago, Seattle, Portland and Atlanta, five different states. As you may know different states have different rules, regulation and "People," in the 9P's. Starbucks is looking at adding 15 more for a total of 40 stores by the end of the year.  After 4PM they will had an "evenings" selection of skewers, cookies in the selected stores.  So only 40 out of 20K globally and 13.6K in the Americas. In the nine P's that is expanding their "Product" and "Place" or distribution

The wine and beer selection comes from Italy, California and Argentina ("Place," and "Product," in the 9P's of Marketing).

Let's add a little more.  Under "Partners" they have bought San Bernardino juice company Evolution; Bay Area bakery brand La Boulange; Atlanta tea chain Teavanna.  And at their annual financial meeting for stockholders they are teaming up with Oprah Winfrey to develop Teavanna Oprah Chai tea for retailers.
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 (Starbucks is surely executing on many new fronts of Marketing, both in store and in retail)
• People (Segmentation and Targeting)
• Product
• Place (Distribution): The company’s activities that make the product available (in their stores, globally and nationally), 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 (after 4PM), 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 First Internet/Web Banner Ad: It's Birth Was In 1994 And Is Part Of Promotion, In My "Nine P's Of Marketing"

A banner ad falls under advertising, which is under Promotion in the 9P's of Marketing.

Today digital display ads are a $15 Billion industry according to Adweek and Internet Retailer. The first banner ad appeared in Wired magazine's web product. The advertiser was AT&T, and the click sent readers to a landing page about art museums and educational institutions.  The reported click-through rate (CTR) was an unbelievable, an astounding, let's add an amazing 44%.

It was simply                                                                                                                                      "Have you ever clicked your mouse right HERE? You will." 

I have been giving Marketing and Advertising presentations at several schools including UCLA School of Law and at Southwestern School of Law, which illustrates how attorneys, the media and professional confuse Marketing and Advertising.  Sometimes the words are used interchangeably. Let me break Promotion down for you:

What is Promotion, in the 9P's or Nine P's of Marketing?
It is the communication element which includes personal and non-personal communication activities. Activities that communicate the merits of the overall product, which include questions you should be asking:

• Should we promote? What should we promote? To whom should we promote? What economic and discount levels should we offer? What form of promotion should we offer? What features? How frequent? 
• Be sure to look at consistency of message and messaging, especially with and within the different targets/elements/components/parts.

Major components of Promotion, in the Nine P's of Marketing...(You can go to http://nineps.com too)
The eight components or parts include:

1. Personal Selling/ Sales Force
2. Advertising--Mass or nonpersonal selling: TV, radio, magazines, newspaper, outdoor/out-of-home (OOH), online, mobile.  Advertising is structured and composed of nonpersonal communication of information, usually paid for and usually persuasive in nature, about products (goods, services) and ideas by identified sponsors through various media. (Contemporary Advertising, 14the, Arens, Weigold, Arens, 2013) or here's another definition: Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. (Principles of Marketing, 15e, Kotler and Armstrong, 2014). Ads can be a cost-effective way to disseminate messages, whether to build a brand preference or to educate people. That first banner ad falls under this component.
3. Sales Promotion—Promotional tools, both a tool to speed up sales or value for the company; or an extra incentive to buy, a value to the customer. Includes trade deals, trade incentives, rebates, money-back offers, frequency programs, slotting allowances, samples, loyalty programs, coupons, premiums, tie-ins, p-o-p, displays, sweepstakes, allowances, trade shows, sales rep/trade contests, events/experiences and more. 
4. Collateral Materials--Booklets, catalogs, brochures, films, sales kits, promotional products and annual reports.
5. Direct Marketing (also referred to as Action or Direct Response Advertising)--online, direct mail, mobile, database management, catalogs, telemarketing, and direct-response ads.
6. Interactive/Internet/Web, Digital Media, Social Media – Interactive/online is a form that uses the Internet and Web to deliver promotional messages to attract customers. Social media is an interactive platform in which individuals and communities create and share user-generated content. Social media is ubiquitously accessible, includes Facebook, YouTube, LinkedIn, Twitter, as examples.
7. Events and Experiences--Events, promotions and/or face-to-face engagements are delivering consumers to encounter, “experience,” and interact with the product or the service, usually prior to buying.
8. Public Relations--press releases, publicity.  Securing editorial space, as opposed to paid space--usually in print, electronic or Internet media.  Promote or “hype” a product, service, idea, place, person or organization, internal communication, lobbying. PR involves a variety of programs designed to promote or protect a company’s image/reputation or individual products.

• Let me ask the question have you clicked HERE for Londre Marketing Consultants with a library of Marketing and Advertising resources, plus more or HERE for the 9P'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.

Using The 9P’s Of Marketing Regarding McDonald’s Giving Away 6M Egg McMuffins Today

As part of "National Breakfast Day" campaign? Really.  But everyone knows about the Egg McMuffin? Think bigger. Use the Nine P's of Marketing as a solution tool. Turn a problem into a huge sales opportunity.

Today McDonald's is giving away 1,000 free Egg McMuffins at each of 6K stores in Africa, the Middle East and Asia. The locations would be part of “Place,” in the Nine P’s of Marketing.  The sales promotion device of sampling would be part of “Promotion,” in the 9Ps of Marketing.

Want some trivia on Egg McMuffins? In 1970 McDonald’s opened at 10AM or 11AM.  Some of the franchises didn’t have enough business to open earlier and the revenue and cost structures were unfavorable. McDonald's franchisee Jim Delligatti, who developed the Big Mac, began experimenting with breakfast items, looking for more business to his restaurant during mornings. Opening at 7AM instead of 11AM he started selling coffee, doughnuts, sweet rolls, pancakes and sausage. He continued to not have enough business to offset costs.  Unless a new breakfast item was developed and could create sales in the double-digits, the franchisees were balking at opening earlier than before lunch.

In 1971 Herb Peterson who managed the McDonald's advertising account for D'Arcy Advertising in Santa Barbara, joined as a new McDonald's franchisee. He started thinking; he modified an Eggs Benedict sandwich that was being sold by competitor Jack-in-the-Box. The sauce wasn't perfect. He continued thinking of new products or new product development under "Product," in the Nine P's of Marketing. Peterson combined a slice of cheese with a hot egg with an English muffin. He also invented a new, unique cooking utensil or tool, a cluster of six rings when placed on the grill formed the eggs in the shape of an English muffin. Then he added grilled Canadian bacon. Now he have it and the increased sales initiated more breakfast business and the reason to open earlier than normal.

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.  Morgan Spurlock, the producer and writer known for ‎The Greatest Movie Ever Sold and ‎Super Size Me talks about the "big users" at McDonalds and other fast food operators in "People," in the 9P's of Marketing.

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.