Description

This course contains the use of artificial intelligence. This course teaches you which advertising strategies work best for a given situation. The underlying philosophy is holistic: Marketing is a profitable SYSTEM not just a collection of ads and other assets. Advertising helps you achieve economies of scale in customer acquisition. Learn to plan the various levels of advertising strategy including: creative strategy, media selection, budget allocation, positioning, funnel optimization, and brand marketing.Make context-driven decisions such as:When is differentiation good vs bad?When is storytelling vs hard-selling appropriate?What type of segmentation (if any) do you need?Should advertising sell the product or just get prospects into your funnel?Should I pay influencers to make ads?Should advertising be used at each stage of the marketing funnel?Do I even need ads?Is small business advertising different from corporate advertising?Master profitable advertising strategy:Budgeting techniquesCreative strategyADPLAN frameworkAdvertising when your market is saturated vs unsaturated Segmentation methods The importance of reach, frequency, recency, memory, and amplificationPositioningReasons to believeTargeting influencers, deciders, and purchasersPerception, cognition & metacognitionPersuasionBuilding associations with your brandDirect advertising and brand buildingInvesting short-term, medium-term, and long-term resultsTechniques that multiply advertisement effectivenessMaximizing customer lifetime value while minimizing customer-acquisition costs