Here are some useful articles for our Marketing class on Product Launch / Commercialization and Promotion, the final step of the NPD (New Product Development) process.
The promotional mix
Update 2017-03-03: Changed ESL Pod link to Lizhi.fm. For more info, see this post: ESLPod Links Broken. 2016-03-11: Added BEP 266 & 267. 2015-12-11: Added BEP The 4Ps (Part 2). 2015-11-21: Added BEP The 4Ps (Part 1). 2014-12-20: Replaced some Podbay.fm links with Cloud-Caster.com for Pearson Principles of Marketing, because several Podbay links went to the same podcast. 2014-11-22: Added Pearson Principles of Marketing podcasts.
Here are some videos and podcasts on marketing and various aspects of marketing, like branding, product launches, public relations and publicity, market research, positioning, slogans, celebrity endorsement, campaigns etc.
For students in China who can't access YouTube or Vimeo, I've also put direct links to download the videos.
Update: 2015-10-24: Removed dead Answers.com link.
My student Yeping in China asks about a few terms used in marketing & advertising.
1. What is competitive parity?
Competitive parity is one way of deciding your budget for marketing and advertising. Basically you spend a similar amount of money as your competitors do.
2. What is the difference between USP and value proposition?
The USP (unique selling proposition or unique selling point) of your product is one single aspect that makes your product special & different from all competing products; what makes it unique.
The value proposition of your product is all (not just one of) the benefits that your product can bring to the customer.
Update 2017-03-22: Added The English We Speak & China version for LearnEnglish. 2017-03-03: All ESLPod.com links changed to Lizhi.fm. For more info, see this post: ESLPod Links Broken. Updated About.com to TheBalance, although the videos are gone. 2016-03-11 : Removed dead Videojug and Howcast links. Added 2 About.com videos. 2015-09-05: added ESL Podcast 1096 – Improving Online Reviews
2014-12-06: added Pearson Education Marketing podcast on E-marketing and new media. 2014-09-13: added Macmillan podcast about viral videos and INTEAD podcast about digital marketing know-how 2014-04-26: added China232.com podcast about Web 2.0 2014-04-05: added Business English Pod Video Vocab 37 & 38 (Internet Marketing)
Digital marketing includes marketing over the internet and cellular networks, to personal computers, smartphones and tablet computers etc.
Below are some useful videos and ESL podcasts you can watch & listen to about digital marketing.
You can listen to these ESL podcasts (especially designed for learners of English) online on your computer, or you can download the MP3 and listen to them on your computer, MP3 player, smartphone etc.
The audio is free, but sometimes other features ("premium features") require payment.
These links will take you to videos on websites which are not blocked in China (except for the Business English Pod videos, for which I have provided separate download links for users in China), and which usually have transcripts (sometimes already shown on the same page as the video, or sometimes you have to press a button that says "Transcript").
Update 2017-08-18: Fixed and removed some links.
Update 2015-12-15: Fixed some vocab links. Replaced Netspeak links with Youdao because Netspeak is blocked in China (?!?).
Update 2013-09-02: Removed broken links to Bing dictionary, replaced with links to Cambridge, Oxford & Macmillan. Added links to The Phrase FInder and The Free Dictionary at bottom.
My latest class on Marketing and Advertising reminded me of an example of very creative advertising from China.
"Outside the box" means to think or do something that is very creative and even unexpected or surprising.
A box is a container. It contains, it restrains, it limits. Our own habits can also be a container, restraining and limiting our ideas. So when we think outside the box, we try to break out of the limitations of our habits and try something new, original and unusual.
In business, we are sometimes asked to think outside the box in order to find a solution to a difficult problem; the usual, normal ideas are not working and we need to come up with something new (and hopefully better).
The yoga club was having trouble getting the attention of potential clients, and this advertising idea was unusual... but it worked.
So this example of advertising that put a person inside a box is a great example of thinking outside the box.
Some people feel the phrase "thinking outside the box" is used too much: it has become a cliché, abused by business people in general and consultants in particular.
But if you work in the modern business world and use English, you absolutely must know what this idiom means.
G.A.L.E.S.L. / joe3
Some tips and links on learning English.