MAKE SURE YOU TAKE THE BEST MARKETING INVESTMENT DECISIONS
Marketing has become too big, in budget, to be wasted. Challenge your investment routines!
What changes for your team?
Delivered in-house and tailored to your team’s context, this training turns marketing effectiveness from theory into a shared language — one your marketing, planning and media teams can use to challenge assumptions, defend investment decisions, and align on what actually drives growth.
- A common vocabulary – marketing, planning, media and sales teams leave with the same framework for discussing what drives growth, reducing friction in cross-functional decisions.
- Sharper conversations with finance — a fact-based case for why and how marketing investment pays off, making budget discussions less adversarial.
- Better briefs, better campaigns — teams learn to define category roles, target for reach rather than narrow personas, and brief for distinctiveness — directly improving the quality of what agencies and internal teams produce.
- A shared standard for evaluating media and creative work – a consistent way to judge whether spend and creative work are actually built for growth, not just activity.
- Context tailored to your business — real cases and discussions grounded in your category, your competitors and your current challenges, not generic examples.
Who is this for?
The course is aimed at middle and senior managers in marketing, digital marketing, planning, and media & advertising — anyone accountable for growth decisions, not only for campaign execution.
Course&workshop structure
Module 1 — The Effectiveness Formula: Creativity, Strategy & Investment
Effectiveness is the multiplication of three forces: clear strategy, powerful creativity, and sufficient investment. Why great creativity fails without scale, and why smart strategy collapses without emotional impact.
Module 2 — Media: Customer-Facing vs. Non-Customer-Facing
Why confusing internal efficiency with market impact is one of the biggest growth killers. Media principles for market share growth: reach over precision, consistency over bursts.
Module 3 — Targeting for Growth: An Anti-Persona Manifesto
Category Entry Points (CEPs): growing by linking the brand to more buying situations, not narrower messaging. Penetration vs. loyalty — why growth comes mainly from more buyers, not deeper loyalty. What’s too broad, what’s too niche — evidence-based planning for reach and memorability.
Module 4 — Advertising: When the Going Gets Tough, the Tough Get Going
The cost of being dull: why neutral, unemotional ads inflate media spend. Long-term vs. short-term advertising, and the compounding power of emotion. Creative commitment — not getting tired of your own ideas.
Module 5 — Distinctiveness, Differentiation & Other Demons
Why most brands grow by being easy to notice, not meaningfully different. Building and protecting distinctive brand assets. Consistently fresh vs. fresh consistency — protecting memory while avoiding creative decay.
Investment
The investment for the course depends on the level of customization and the number of participants.
Număr recomandat de participanți
8- 15
TRAINER
Laura Mihăilă
Nivel curs
Avansat
Cursuri complementare
What do our partners say?
HERBALIFE
Echipa Herbalife își dorea un pachet de training integrat pentru creșterea performaței în dezvoltarea și implementarea programelor de marketing, cu aprofundarea celor mai noi concepte si trenduri de marketing. În afară de dezvoltarea abilităților individuale, scopul training-ului a fost și acela de a alinia echipa în vederea implementării activităților prioritare de marketing integrat identificate astfel.