Secret Formulas School of Advertising

Synopsis

An updated series replacing the 12-part video series of the same title made in 1998. On 4 DVDs

Language

English

Country

United States

Year of production

2002

Notes

There is only about a 50% overlap with material covered in the workshop of the same title.

Subjects

Business studies

Keywords

advertising; business education; marketing

Distribution Formats

Type

DVD

Format

Region 1

Price

$494.00

Availability

Sale

Year

2005

Sections

Title

What is selling? and The Three Worlds of Business

Synopsis

The Wizard’s first Secret Formula explains how to define selling, a term that has come to mean numerous things over the years. Covers the importance of analyzing your clients’ businesses, as well as your own after hearing The Wizard’s updated discussion of The Three Worlds of Business: the world of the executive office (your vision), the world inside your door (customers’ experience), and the world outside your door (advertising and reputation).

Duration

35 mins

Title

Uncovery, The, Part 1: The Sword in the Stone and Part 2: How long is the Time Horizon?

Synopsis

No person or business can gain a true understanding of who they are or what they stand for from the inside. The most crucial stage in consulting is called the Uncovery. During this meeting, your Sword in the Stone, your business’s core, is unearthed. Only then can a powerful advertising campaign be developed. Once the campaign is launched, results will continue to improve exponentially, as long as you can stand to weather the ‘chickening-out period,' which usually comes somewhere between invoice 2 and invoice 3.

Duration

35 mins

Title

Uncovery, The, Part 3: Targeting Relationally or Transactionally

Synopsis

This discussion teaches how transactional and relational customers vary greatly in their purchasing habits. Both are valuable customer bases, but most companies have trouble determining who they’re speaking to, and who they should be speaking to. Emphasises the importance of identifying which type of customer is being dealt with and speaking to them in their own language.

Duration

35 mins

Title

Uncovery, The, Part 4: Business Topology

Synopsis

Henry Ford did not manage to revolutionise his industry by looking at what other motor manufacturers were doing. General Mills did not overhaul their production process based on other cereal companies. Only by looking outside of their own industries to parallel but unrelated businesses did these companies find the principles to launch themselves to the top. Shows how learning about Business Topology can radically alter old ways of thinking and standard practices.

Duration

35 mins

Title

Uncovery, The, Part 5: The Message

Synopsis

The two most crucial elements in business are what you do (business practices) and what you say (message). Shows how to harness the power of words to answer the questions that people are really asking.

Duration

35 mins

Title

How to calculate an Ad Budget

Synopsis

Discusses the crucial question of how much a companu should spend on advertising.

Duration

35 mins

Title

APE, The

Synopsis

Albert Einstein, wizard of physics and mathematics, is best known for E=mc2. This equation, however, represents a relationship that is much deeper than any mathematical statement can convey. In much the same way, the Advertising Performance Equation (APE) represents the relationship between a company’s message, the frequency of that message, the customers’ experience, market potential, and sales.

Duration

35 mins

Title

Neurology 101

Synopsis

Explains how a brain process information. An advertising discussion may not be expected to involve things like brain maps and neuro-pathways, but these concepts provide valuable insights for advertising as well as far beyond.

Duration

35 mins

Title

Depths of Memory and Branding

Synopsis

Few advertising experts go to the lengths to research how the human brain captures and retains messages. Roy Williams studies the different types of memory and demonstrates how to use this scientific information to implant messages into the minds of potential customers.

Duration

35 mins

Title

Foolish Things we believe

Synopsis

Many scientists and eminent thinkers of the past have discovered and proclaimed truths that were outside the realms of popular opinion or traditional wisdom of the time, yet today their ideas are accepted as trusted science. How many "policies" do you follow based on tradition or unverified "popular" wisdom?

Duration

35 mins

Title

Selling Customers their Way

Synopsis

This session presents an introduction to New School Selling and tips from a consulting psychologists on how to recognise and accommodate the preferred interaction style of a customer. Shows how to serve customers in the ways they prefer to be served after they’ve responded to your ads. Presented by Dr. Nick Grant and Jeffrey Eisenber.

Duration

35 mins

Title

To ‘E’ or not to ‘E’

Synopsis

A session by Jeff and Bryan Eisenberg, founders of Future Now, who specialise in helping clients increase the conversion rates and return on their online marketing investment.

Duration

35 mins

Distributor

Name

Wizard Academy Press

Web

http://www.wizardacademypress.com External site opens in new window

Phone

+1 512 295-5700

Fax

+1 512 295-5701

Address

1760 FM 967
Buda
Texas 78610
USA