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 Marketing & AdvertisingFor more classroom educational programs, browse our Online Teacher’s Store, where you’ll find hundreds of student educational videos, DVDs, manuals, PowerPoint presentations, online courses, software and more.
 Released - 2004 This program examines how brand identity is influenced by consumer perceptions through the struggle between Coca-Cola, icon of American culture, and rivals Qibla Cola and Mecca Cola for market share in Muslim locales. Qibla’s Zafer Iqbal and Mecca’s Tawfiq Mathlouthi tell the story of two opportunistic, politically correct Davids taking on a marketplace Goliath—and each other—while Coke executives share their plan for defense against a commercial threat that is as serious as it is unprecedented. Original BBCW broadcast title: Cola Wars (a.k.a. Message in a Bottle). (51 minutes)
 Released - 2002 After “OK,” “Coca-Cola” is the most widespread word in the world. How did branding evolve into a global shadow force that packages lifestyles, commodifies personal values, and stands in for cornerstone cultural institutions? In this provocative program, Saatchi & Saatchi Worldwide’s Kevin Roberts, Chanel’s Jacques Helleu, anti-corporate crusader Naomi Klein, and others astutely address the concept of branding, its history, its impact on youth, key visionaries, and the convergence of brands and culture. A significant backlash against branding is also discussed. Coke, Nike, Chanel, Apple, and Benetton are spotlighted, and many other brands are touched on. (52 minutes)
 Released - 2001 Nearly two decades after Paul Hogan first put that "extra shrimp on the barbie," he is still on camera selling Australia to tourists and Aussies alike. Focusing on the phenomenally successful "Brand Australia" campaign, this program questions whether travelers’ expectations should be allowed to drive a country’s image—especially when that image relies on simplistic, nostalgia-laden stereotypes. Interviews with Paul Hogan, the Australian Tourist Commission’s John Morse, and others, as well as footage of vacationers living out their vision of the land down under, provide telling insights into the relationship between marketing, tourism, and national identity in the first country to ever promote itself as a brand. (26 minutes)
Produced - 2001 series developed for students to enhance their test-taking skills, combines serious academic content with a humorous presentation style to help make the subject of marketing more accessible. Each program skillfully employs elements such as clever mnemonics, high-tech computer graphics, and entertaining vignettes to boost retention and confidence while driving home core concepts through concise explanations and case studies. Modules include:
Joining the Standard Deviants Academic Team in the creation of this set are John McCarty, Ph.D., of American University, and Barbara Rosenthal, Ph.D., of Miami-Dade Community College. Correlates to all applicable state and national standards. A viewable/printable instructor’s guide is available online.
Produced - 2006 An industry once dominated by four giant companies—Sony BMG, Warner Music, Universal, and EMI—has undergone a radical transformation. This program examines the explosion of legal music downloading and viral marketing, which have enabled enterprising bands and singers to distribute their own work rather than signing with major labels. Focusing on the success of Nizlopi, Arctic Monkeys, Internet marketing pioneer Simply Red, and other artists, the program also features commentary from John Kennedy, chairman of the International Federation of the Phonographic Industry—who outlines the potential benefits that big corporations may one day reap from consumer downloading. (30 minutes)
Released - 1998 This program updates the philosophy of branding, a practice that has evolved to define personal identity through a product line, a lifestyle, or simply a concept. Cultural anthropologist Ted Polhemus explains the theory of branding and its evolution in the global marketplace. Nicolas Hayek, CEO of Swatch, uses his company’s success story to discuss the emotional nature of buying—and buying into—a brand. The indie skateboard entrepreneurs of Girl & Chocolate describe their brand as representative of a lifestyle. And the advertising duo who created "do," a brand with a lot of attitude but no products, look at brands as a form of personal statement that replaces worn-out cultural identity tags such as political affiliation. (42 minutes)
Produced - 2005 Despite the success of Harry Potter, there’s nothing magic about marketing to kids—corporations have it down to a science. This program explores the high-stakes world of child-driven market research, in which vast resources are dedicated to gauging the desires and buying power of young customers. Depicting a wide range of research strategies—including home visits and “brainstorming sessions” that earnestly mine youngsters’ imaginations—the program presents views from marketing experts as well as from activists opposed to the commercial manipulation of children. Among these are Ralph Nader, Senator Tom Harkin (D-Iowa), and Consuming Kids author Susan Linn. Original CBC broadcast title: How the Kids Took Over. (45 minutes)
Produced - 2005 With the aim of expanding brand-identity and revenue, an iconic product—the sticky, brown, vegetable-derived bread-spread known in Great Britain as Marmite—has been overhauled. This three-part series presents a fascinating case study in operational and creative management, telling the inside story of a high-stakes product launch. The result is a wide-ranging and entertaining visual guide to the evolving importance of brand-oriented product development. 3-part series, 25 minutes each. The Series Includes: Run with It: Reorganizing Production | Bottled Up: Repackaging the Brand | Maxed Messages: Launching a New Ad Campaign
Produced - 1995 No one knows business like The Wharton School, one of the top B-schools in the nation. In this timeless four-part executive education series, Wharton faculty members and senior executives from companies both large and small share their knowledge of how to achieve total competitive advantage. On-screen topic outlines and diagrams enhance this potent resource. 4-part series, 46-64 minutes each. The Series Includes : Achieving Competitive Advantage: Managing for Organizational Effectiveness | Creating Customer Value: The Essentials of Marketing | Achieving Competitive Advantage: Neutralizing Competition | Finance and Accounting for the Non-Financial Manager
Produced - 2006 With its “Real Beauty” information and marketing campaign, the Dove brand struck a chord with women skeptical of unhealthy or absurd standards of attractiveness. But did the campaign have the widespread impact Dove intended? And what are the implications for the global cosmetics and fashion industries? This program investigates consumer reactions against the idealized images of beauty promoted by TV, movies, and glossy magazines, while exploring the complex relationship between corporate strategy and feminine self-esteem. High-level insights concerning Dove, L’Oreal, and advertising giant Saatchi & Saatchi provide a fascinating departure point for socioeconomic discourse. (29 minutes)
Produced - 2000 In a market where hundreds of online ventures take off each week, only the educated e-tailer will succeed. This four-part series introduces marketing and advertising professionals as well as students to the knowledge they need to enter the e-commerce arena, where access to the eyes—and wallets—of millions is only a click away. 4-part series, 13-22 minutes each. The Series Includes:
Produced - 2006 Every year, a new diet fad offers fresh hope to the overweight. But when the weight returns or refuses to budge, millions of hapless consumers simply jump on the next diet bandwagon. This documentary explores the machinations of media and diet empires that have fed, and continue to feed, off the Western obsession with slim and trim. With a fascinating historical overview of fad dieting, including the meteoric rise of Dr. Robert Atkins, the program looks at the marketing ingredients that go into a successful fad diet and follows one Atkins wannabe and his PR allies as they create the buzz needed for a successful product launch. Strategies undertaken by food companies to cash in on this phenomenon are also studied. Original CBC broadcast title: Diet Confidential. (53 minutes)
Produced - 1998 The Virgin brand, which began with Virgin Records in the 1960s, offers an unusual marketing case history. Begun as a mail-order house to compete against record stores, Virgin has moved into music retailing, airlines, cola, and, in the 1990s, even railroads. In this program, entrepreneur Richard Branson gives a talk on his ability to successfully brand diverse products through a unique set of management principles. In addition, he fields questions from the studio audience, addressing topics such as brand dilution, branding criteria, and staff motivation. Branson’s knack for maximizing the value of a brand name without overstretching its credibility has made him a key player in the world of business. Original BBC broadcast title: The Money Programme. (30 minutes)
Released - 1999 E-tailers routinely collect information from visitors to their Web sites to better target their ads. Is this surrender of privacy the price of a personalized online shopping experience? In this program, NewsHour correspondent Jeffrey Kaye seeks to understand the dynamics of, and the ethical issues surrounding, strategic online marketing with top management from Buy.com, Lycos, and DoubleClick and an attorney from the Center for Democracy and Technology. From cookies to banner ads, the gathering and leveraging of consumer data is viewed as the key to making e-commerce viable. (13 minutes)
Produced - 2000 Retailing is no longer a supply-based industry, it is now consumer-led the world over, and this trend will intensify. What store format is likely to succeed in the future? How will supply and distribution systems provide a competitive edge? In developed countries, saturated markets and low population growth mean that the successful retailer will have to expand into growth markets, but how, and where are the emerging markets? Leading retailers from around the world discuss consumer trends, merchandising, marketing, new technologies, and strategies for growth. (39 minutes)
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