From Insights to Great Messaging | School of Marketing | ANA

From Insights to Great Messaging

This highly engaging and interactive course focuses on marketing best practices and immediately applicable concepts, tools, techniques.  Specifically, participants learn a clear, direct insight definition, how to differentiate real from “faux” insights, how insights are discovered through a detailed understanding of our target audience, how breakthrough creative “ideas” are based on insights, how to assess, comment, and coach creative work to reinforce unique consumer insights. Participants leave with actionable concepts they can immediately apply to real-time marketing situations.

Learning Experience

This is a multi-media format course and is fully interactive. It provides real-world practitioner-led learning. Active course participation is required and includes knowledge checks, activities, assessments, and resources/tools.

Who is this Course For?

  • Marketers at all levels involved in brand management and building, marketing communications, and product/service innovation.
  • Marketers charged with leading marketing communications, where insights play a critical role. 
  • Those being considered for rotation into a marketing role and/or those who work extensively with marketing, e.g. market research, field sales, public relations, etc.

Learning Objectives

  1. Learn that actual customer insights go beyond data/information to address “deep-seated truths” in our target audience’s psyche.
  2. Learn to recognize real insights versus merely data points, needs, and/or wants - the “faux” Insights.
  3. Understand insights’ impact on the entire marketing mix, particularly marketing communication, and insights’ ability to differentiate our brand/service in an “age of sameness” and commoditized products. 

Find out what you will learn from instructor Roderick McNealy in the video below.

Estimated Length of Completion

Approximately 90 minutes. This timing reflects the basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $49 Silver Tier $79 Nonmember $99



Roderick M. McNealy

Roderick M. McNealy is principal of McNealy Advanced Communications (MAC), whose mission is to provide insight-driven, customer-focused marketing solutions. Rod’s 38-year career has focused on marketing and advertising, and he worked in a variety of marketing leadership roles at Johnson & Johnson for 31 of those years. Rod has conducted management training and formulated implementation strategies for companies located in the United States, Europe, and Asia. He has consulted with health care, public and private sector organizations, and the U.S. Navy. 

Rod is a member of the ANA Faculty and is an in-demand speaker. He conducts marketing and advertising courses at Princeton University, the Yale School of Management, and Mount Holyoke College. He is the author of two books: Making Quality Happen and Making Customer Satisfaction Happen. Rod is a Princeton University graduate, with a Bachelor’s degree in American History. He received his M.B.A. from the Harvard University Graduate School of Business Administration.