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Writing result-oriented ad copy is difficult, as it must appeal to, entice, and convince consumers to take action.
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António Marinho Torres
Visiting Associate Professor at Nova SBE. António Marinho Torres is a global marketer and manager who developed a management career in leading companies in both fast moving consumer goods (Unilever and Cadbury) and technology (Nokia and Vistaprint). More recently he has focused his attention on technology start-ups, acting as consultant, marketing coordinator, board member and investor. Antonio has lived and worked in seven different countries, set up businesses in ten and managed global initiatives to expand the market for new technologies.
Marketing, Sales and Operations
Should we stop advertising during the pandemic?
This pandemic has different impacts from company to company. In this environment, the best approach to marketing communications depends on two factors: (1) whether your company remains operational; and (2) whether resources are available for advertising.
Marketing, Sales and Operations
Do you already have a social media strategy? It's probably wrong
Social media is an essential tool in the advertising campaigns of any brand, but never its starting point. The strategy should be made at the brand level and not at the level of each tool.
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Feature articles
The Illusion of Agility and the Dilemma of Resilience in SMEs
6
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Marketeer Awards 2026
5
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Nova SBE Executive Education Enters the Global Top 10
2
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