MBA Training Marketing. Daily strategy in brand, growth, performance and MarTech, for marketing leaders and aspiring CMOs. New episode every day at mba-training.com.
Price promotions: why 75% can't say which discounts pay
Brands spend about twice as much on price promotions as on paid media, yet 75% of 250 UK consumer goods leaders surveyed by Censuswide for Les Binet and Kantar's Dom Boyd can't estimate which promotions make money. The episode weighs practitioners' faith in discounts against margin data, including a Nielsen analysis where nearly two thirds of 300 million promotions lost money, and argues for adjusting promotions rather than abolishing them.
You'll learn how the promotion dependency spiral erodes pricing power, why judging promotions over less than 13 weeks hides the hangover, how econometrics puts promotions and advertising on the same basis, and how to bring your CFO a list of loss-making promotions to cut.
0:00 Binet and Kantar price promotion research
1:14 Promotion hangover and the dependency spiral
3:12 Brand strength versus discounts: the evidence
5:13 Econometrics and the six-step promotion plan
6:05 Making the case to cut promotions
7:19 Black Friday measurement and first steps
6 Oct 2026
TikTok Buy Direct: who owns liability in agentic ads
TikTok announced eight products at Advertising Week New York, including Buy Direct one-click checkout in the For You feed, a conversational Shopping Assistant, Agentic Leads and US access to the TikTok Ad Network built from Pangle. The position here: the real story is not the checkout button but the shift of product answers, qualification and transactions into systems TikTok runs, while the brand stays merchant of record for tax, refunds and disputes.
You leave knowing how to treat TTAN as a separate channel, what the DoubleVerify and IAS controls do and do not prove, why GMV Max adding commissions and coupons breaks your benchmarks, and why auditing stock, sizing and shipping fields comes before any eligibility test.
0:00 What TikTok actually launched at Advertising Week
0:55 TikTok Ad Network and 400,000 outside apps
2:09 Shopping Assistant errors and merchant of record
3:48 Agentic Leads, Smart+ and GMV Max changes
5:02 Is agentic commerce ready, or a pilot
6:51 Attribution loss and auditing your product feed
4 Oct 2026
Creator agency fees: only 42% are fully transparent
Where does creator budget actually go, and why do hidden agency margins, AI content measurement and publisher-sold GEO all arrive in the same week? The position here is that each one is an intermediary being asked the same three questions: what unit was counted, who counted it, and how much money passed through to the people doing the work. The ISBA poll, TrinityP3's 35% versus 60% talent split, SPUR's five telemetry events, Future and Ziff Davis selling GEO, the Ahrefs llms.txt data and MIT Sloan on Alturas Capital Partners all sit in that frame.
You leave able to audit an invoice on unit, counter and pass-through, test an AI visibility vendor against cited, displayed and engaged, and write an AI use declaration into creator contracts.
0:00 Only 42% of creator fees are transparent
1:23 Bundled versus unbundled: 35% or 60% to talent
2:34 SPUR's five AI content telemetry events
4:41 Publishers selling GEO and the llms.txt problem
6:18 In-house AI and agency pricing after Alturas
7:53 AI use declarations for creator contracts
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