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The Wizard of Ads Interview – Roy H. Williams (Part 3)
Manage episode 381447586 series 3474630
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In this third and final segment of our interview with the Wizard of Ads, Mark and Lorraine dive deeper on Roy H. Williams' thoughts on why positioning and his philosophies apply whether the marketing is B2C, B2B or D2C. Roy spends considerable time explaining:
- why we are consumers regardless of where we're buying (work or home),
- why the emotional environment of the prospect is so critical,
- why gross rating points is a farce in selecting media,
- why the portable people meter (PPM) is your better media planning gauge,
- why positioning is critical to supercharging your brand-building efforts, and
- why repetition of your message matters.
Spend 30-ish with Mark and Lorraine – AND Mr. Williams – to learn more about advertising, marketing, and positioning.
Chapters
1. Intro (00:00:00)
2. Why Positioning Works Regardless of B2B, B2C, or D2C (00:00:38)
3. The Message Attracts the Right People (00:05:42)
4. Gross Rating Points and Why They're a Sacred Cow that Needs to Die (00:06:23)
5. Portable People Meter and Why It Matters to Media Planning (00:09:03)
6. It's Not About the Diamond. It's About the Girl. (00:19:17)
7. Why Working With CEOs and Owners Matters (00:20:37)
8. How to Use Pay Per Click (00:24:44)
9. Roy Endorses Innis Maggiore as America's #1 Positioning Ad Agency (00:29:50)
10. Outro (00:30:02)
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