Inside Saatchi & Saatchi: A Spirited Case Study
Can Saatchi & Saatchi turn Sagatiba cachaça, a sugarcane liquor popular in Brazil, into a globally recognized brand? This program tracks the Sagatiba launch from start to finish—and in the process reveals the inner workings of an ad agency whose ...
How I Made My Millions
In ten concise entrepreneurship case studies, CNBC profiles successful companies and product lines that began with nothing but a great idea. Among the innovators featured are Lonnie Johnson, inventor of the Super Soaker water gun; Jim McCann, founde...
Paris Hilton, Inc.: the selling of celebrity
Perhaps the best example of paparazzi-aided self-promotion, Paris Hilton has almost single-handedly refocused Big Media's editorial priorities. This program studies the cultural and technological forces that have shaped the modern tabloid industry a...
Starting Your Business: Financing, Branding, and Regulations
It’s one thing to imagine being an entrepreneur and quite another to take the first steps in creating a real business. This video encourages people who have carefully studied the market for a product or service, have written a solid business plan,...
What Is Marketing? The Basics and Beyond
A firm grasp of marketing principles has become essential to 21st-century commerce and a successful business career. Featuring a youth-oriented case study, this program guides students through the basics of marketing and the main activities and resp...
Rhyme Pays: Hip-Hop and the Marketing of Cool
Back in the day, Run-DMC’s mega-hit My Adidas promoted consumerism as a form of rebellion. More recently, however, as savvy teens lose interest in traditional forms of advertising, product placement in lyrics and music videos has become big, big b...
Sexy Inc.: A Critical Look at the Hypersexualization of Childhood
The eroticization and physical objectification that are staples of the youth-focused business/media complex give the impression that exploitative, age-inappropriate sexuality is natural, normal, and even necessary. This documentary condemns the hype...
Understanding Brands
Why did Coca-Cola change its image after World War II? How did Oprah Winfrey become a marketable commodity? Are shoppers hapless victims of advertising, or do consumers themselves influence a company’s merchandising decisions? This program shows h...