Advertising Strategy with Dekker the Marketer

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 techniques
• Creative strategy
• ADPLAN framework
• Advertising when your market is saturated vs unsaturated
• Segmentation methods
• The importance of reach, frequency, recency, memory, and amplification
• Positioning
• Reasons to believe
• Targeting influencers, deciders, and purchasers
• Perception, cognition & metacognition
• Persuasion
• Building associations with your brand
• Direct advertising and brand building
• Investing short-term, medium-term, and long-term results
• Techniques that multiply advertisement effectiveness
• Maximizing customer lifetime value while minimizing customer-acquisition costs