Intro to Marketing: The Two Key Topics

April 28, 2017 -
2:00pm to 6:00pm

We live in an age of sameness. Most products and services perform at parity and all marketers have access to identical quantitative research. What differentiates world-class marketers is a real target insight, yet they are often misunderstood and misapplied.

This interactive workshop contains numerous team exercises focused insights. It Is NOT a lecture. In this workshop you will learn how to differentiate real from “faux” insights, how insights are discovered through a detailed understanding of your target audience, how insights drive our targets behavior, how creative ideas are based on insights, and how to assess, comment, and coach creative work to reinforce unique consumer insights.

This workshop will be conducted by Rod McNealy ’72, the Principal of McNealy Advanced Communications. The workshop content was developed through extensive work with major global agencies and advertisers across multiple industries. The concepts and tools presented will be equally applicable regardless of region/industry, public/private sector, profit/nonprofit. Importantly, these are real-world best practices. They are not theory or someone’s Ph.D. thesis. This is an active, hands-on workshop. Plan to participate!

Co-sponsored by AdThis

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