Creative Communication and Sales and Promotion Orientation

Consumer Behavior, Digital Marketing, Introductory Concepts, Marketing Environment, Marketing Mix, Member Activities, Promotion, video

This activity examines the Crocker Bank “We’ve Only Just Begun” campaign from the 1970s. It is considered a TV advertising CLASSIC and was a breakthrough in understanding of powerfully tapping into customer emotions. BUT... the campaign did not align with the bank's strategy, highlighting one of the challenges of being a marketer is the sales and promotion era. Also a great activity to discuss emotions and storytelling.

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About The Author

Geoff Fripp

Geoff Fripp is an experienced marketing educator and practitioner with many years of expertise in teaching and industry roles. As the founder of Great Ideas for Teaching Marketing, Geoff has created over 500 activities and tools to help educators deliver engaging and practical lessons across diverse learning styles and student levels. With nearly 2,000 lectures across ten universities, including 19 years at the University of Sydney, Geoff is recognized for his practical approach to marketing education. Geoff’s industry background includes senior marketing roles at medium and large firms, as well as entrepreneurial ventures. He has authored and co-authored textbooks with Pearson Education, as well as developing more than a dozen case studies for their marketing textbooks.