When many people think of marketing, they think of tv, radio, print ads, websites - the promotions they see around them every day. What they tend to overlook is just how much work went into producing that ad.
The Failure of New Coke
Take Coca Cola, for instance. They don’t just decide to air a Superbowl commercial, sponsor an event, or run a promotional contest. They go through an elaborate process to understand who the types of people are that drink their cola and what types of images, words, and emotions would appeal to them. That means doing all kinds of marketing research, from surveying and interviewing cola drinkers, doing focus groups, and reading websites to see what people are saying. They want to get to know their customers really well, so they can create marketing campaigns that are relevant to their lives. (Keep reading →)