Behind The Adverts
30 mins, 2001 Everywhere we go we’re bombarded by signs and images. Many of these are adverts carefully designed to get us to part with our money. But what are they doing to us? What are they doing to the world? 1. A LITTLE BIT OF HISTORY: In Britain for a long time there simply… Read more »
The TV Advert
32 mins, 2000 How computer game heroine Lara Croft became the star of the Lucozade TV advert. Lucozade began life as a drink for sick people, but marketers hope Lara Croft will help change its image. The video follows the process of making the advert, from the brief to final production. A specialist media agency… Read more »
Marketing On The Web
28 mins, 2000 How are companies using the web to market their wares? This looks at two very different firms: giant bookseller, WH Smith Online, and specialist wine dealer, Madaboutwine. It’s estimated there is a website for everyone on the planet, so companies have to target who they want to visit them. A prime target… Read more »
Niche Marketing In Sportswear
35 mins, 1999 Facing the global giants like Nike and Reebok, British sportswear companies have to find niches to survive. This video looks at the approaches of two very different sportswear makers. Jacetts is a small company making customised sports shirts for local football clubs. Sponsorship is vital to their marketing approach. Sprayway, a much… Read more »
Marketing Decisions
33 mins, 1999 Three cases studies show fictional companies grappling with different marketing dilemmas. Design firm Apex has to decide how to promote itself. Does it go for advertising, public relations, direct marketing – or rely on “word of mouth”? How can Tony Spence’s photocopier firm stop sales falling? Send salespeople further afield, do market… Read more »
Marketing A Service
33 mins, 1999 This video looks at the experience of three very different organisations: the AA, the Co-op Bank and Amnesty International. Service companies have no product – so they have to clearly identity their service: make it real. Successful companies need to know their customers. They must also give a consistent message – one… Read more »
The Marketing Mix At Cadbury’s
35 mins, 1998 The film tells how Cadbury launched a new chocolate bar called Fuse. We discover how the marketers locate a gap in the market, and then set about giving their new bar a “personality”- something to distinguish it from other products. Fuse benefits from the Cadbury name – the “masterbrand”. To launch the… Read more »
Marketing A Theme Park
35 mins, 1998 This tells how Alton Towers launched Oblivion, the world’s first vertical drop roller-coaster. Alton Towers has been successful in pulling in families, but is losing its thrill-seeking customers. Marketing staff hope Oblivion will change all that. Much of their £5m marketing budget goes on a TV advert campaign for the new ride…. Read more »
What Is Marketing Research?
27 mins, 1996 All kinds of organisations use marketing research to help them make decisions. Quantitative research is about amassing numerical data. This can take the form of primary research (compiling data, questionnaires and telephone surveys) or secondary research (using existing sources of information). Qualitative research is more exploratory and attempts to discover why customers… Read more »
Keeping The Customer Satisfied
32 mins, 1996 A travel firm sets out to improve its approach to customer care. Secret filming captures where staff go wrong. Role play exercises demonstrate how to get it right. But what about the tour guide with his own eccentric approach to customer care? And can even the best techniques make up for a… Read more »
Marketing Research In Action
35 mins, 1995 A detailed study of how a US marketing research firm helps a client plan its marketing. Focusing on a car dealer, we show how a market survey questionnaire is designed, tested and put into practice. The video explains the use of “closed” and “open” questions, the importance of taking a representative sample… Read more »
Customer Care On Trial
25 mins, 1993 A secret camera explores what happens to a variety of customers in the real world. Includes examples of customers being treated with tact, incompetence and rudeness, both on the phone and face-to-face. NOTE: This is NOT a guide to giving customer care: it shows what happens in the real world and provides… Read more »