Marketing to managers

The Graduate Institute of Management and Technology is demonstrating that the approach to successful business management is not always determined by a conventional style with its latest advertising campaign that dares people to believe that they are right.

According to marketing manager Michellé Hancock, the organisation's commitment to encouraging and exposing executive talent is represented in the unusual approach to advertising: "We have a unique approach to executive training which takes cognisance of
the reality that most of our students are working - hence, we go to clients, rather than have them attend a central campus."

The campaign, executed by Baker Street Advertising, is aimed at business leaders, encouraging them to take the initiative to contact the organisation and further their academic capability: "Academic advancement typically translates into career enhancement; the campaign highlights this correlation with intelligent slogans that provoke thought."

Hancock adds that a series of street pole advertisements also parody the slogans of the cellular networks: "This campaign adds a clever business flavour to the cellular slogans, and is one that we believe will get our target market thinking, and motivate them to make the most of their potential by considering post-graduate instruction."