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Marketing Articles: Advertising

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  • I Like 'Em Small and Focused
    Numerous studies have shown that when it comes to finding business information online, the big search engines may fail to deliver. Outsell, for example, found a 31.9 percent failure rate among business users when researching topics using the major search engines. That's because, according to Jason Prescott in a MarketingProfs ... more
  • OMG, that looks good!
    If the popularity of the 3G iPhone is any indication—Apple sold over one million units during its first weekend on the market—the smartphone is here to stay. According to Loren McDonald, this presents something of a quandary for email marketers. While everyone likes the idea of customers having access to ... more
  • Cast Your Fate to the iPod
    It can be tough and costly to win sympathetic ears for your life-changing service. But the Net—and a wildfire proliferation of iPods—have conceived a powerful ally for you: the podcast. A full 18.5 million US users listened to podcasts last year—a figure that might hit 65 million by 2012, says ... more
  • Cut the Mystery Man Act
    Is it more effective to tell customers your brand name right away in advertising? Or is it better to create a little mystery, and reveal the brand name only at the end of the ad, once you've intrigued them? One might think that it's better to create some mystery. (After ... more
  • Extending and Enhancing Closed-Loop Marketing via the Mobile Channel
    by Stephan Dietrich
    While mobile marketing can be invasive on its own, integration with the larger marketing campaign mix and proper tracking of customer response can ensure that customers are drawn in, rather than turned off, by mobile messages. The mobile medium has achieved staying power as a gateway for marketers to reach customers ... more
  • Treat, Don't Trick, Search Engines
    While good SEO boosts site traffic, not all tactics used these days are above-board. Some, designed to "trick" search engines, are not only bad business: they can get your site banned. And that's no treat. To make sure you're operating with the good guys, it's best to avoid using questionable tactics. ... more
  • Text Your Vote to ...
    In late August, 2.9 million subscribers learned the identity of Barack Obama's running mate with a 26-word text message delivered via SMS (Short Message Service). The announcement joined a trend of strategies employed by the likes of NBC (Olympic coverage), Fox (American Idol) and others. According to R.J. Talyor, the ... more
  • Application Nation
    When Apple unveiled its first iPhone in 2007, most reviews highlighted features that skewed to personal—rather than business—use. You could use the iPhone for many things, but you surrendered a measure of professional functionality in the tradeoff. A recent re-design, however, coupled with the introduction of the App Store, has made ... more
  • End on a High Note
    Whether customers come back and buy your product again may likely depend on whether they remember it fondly or not. So, how do you promote positive product memory? Well, research on consumers' memories for experiences (eg, listening to music, attending an event) shows that whether they remember an experience as good ... more
  • Cool Open-Rate Stats
    Even if your email campaigns meet goals and deliver great ROI, you probably wonder how you compare to industry standards. If so, you’re going to love the spreadsheet in a recent blog post from Mailchimp. The company analyzed 271 million emails delivered by its system on behalf of small business ... more
  • Two Reasons Why SMS Should Be on Your Shortlist
    by R.J. Talyor
    Should SMS be used for every marketing message? No, definitely not. Your company must consider whether or not your intended message is urgent and determine if subscribers will appreciate receiving it in a mobile form. With that said, there are certainly are two major reasons SMS should be on your ... more
  • Sidle Up to the LiveBar
    If you dropped everything and followed the leader every time a social media tool went live, you'd never have time to do real work. Right? Not this time. Chin up: the social media gods have smiled upon you. While your rivals fought for the title of Early Adopter—taxing both their ... more
  • You're the Top, You're the Louvre Museum
    No doubt about it: corporate images are important, and many companies work very hard to cultivate them. But how do specific corporate images (eg, an image of being innovative, trustworthy, socially conscious) affect customers' impressions of the products a company makes? In some instances, quite a lot. Research shows that ... more
  • Top Lessons Learned in Consumer-Generated Advertising
    by Neil Perry
    Marketers have recognized the immense creative talent that resides outside of Madison Avenue. They've recognized that, with Consumer-Generated Advertising, properly executed, they can generate quality, consumer-relevant content at a fraction of the cost of conventional agency productions. And these commercials break through the clutter with their "real" feel and relevant ... more
  • Case Study: How a Nonprofit Used New Banner-Ad Technology and Market Insight to Create an Effective Viral Campaign
    by Kimberly Smith
    Founded in 1897, the Blue Cross is one of the UK's oldest animal welfare charities. It built an online community of pet owners - then launched a viral campaign, including rich media, that had people flocking to the social network. more
  • Loaf Run
    A recent television ad from Britain's Hovis has gotten as much press for its cinematic scope as for the bread it markets. Shot with 750 meticulously costumed extras over a week in the city of Liverpool, the spot checks in at a full 122 seconds—one for each year of the ... more
  • The Polarizing Power of Real People
    If you have a television, you've seen the snarky Apple ads that personify Microsoft as a hapless dork in a bad suit. That "loser" characterization went more or less unchallenged until a recent Microsoft campaign kicked off with some surreal spots featuring Bill Gates and Jerry Seinfeld. One vignette—set in a ... more
  • Design for (Mobile) Living
    "[Your subscribers] are reading e-mail on mobile devices more frequently than ever," says Winston Bowden in an article at MarketingProfs. "[And] there are some specific issues to consider." At a minimum, he suggests you keep PDAs in mind as you design: Optimize image ... more
  • Is Live Streaming Going Mainstream?
    Do you have a live Internet video channel in your future? You may scratch your head wondering how such a Web presence might improve your business. But, even though it's not a mainstream marketing vehicle today, real-time streaming is a trend to watch. What started as live sports and concerts on ... more
  • The Ties That Bind
    Of course we want customers to like our brand. But recent research suggests that an even more important driver of brand equity is brand attachment. Brand attachment represents the emotional bond that consumers have between a brand and themselves. (Ahhhh! That's the cologne he wore on our wedding day!) Consumers ... more
  • From:  Grim Reaper
    In a provocative post at the Online Marketer Blog, DJ Francis argues that the days of email marketing—as we know it—are numbered. "Marketers are no longer interrupting customers' lives with sales pitches," he says. "Instead, they (or the good ones, at least) are concerned with providing value so that the customer ... more
  • Keeping Up With the Kremplers
    Some advertisements stand the test of time, and a classic television spot for Volkswagen is currently making the online rounds. It opens with a shot of two neighbors emerging from a pair of identical houses. "Mr. Jones and Mr. Krempler each had $3,000," intones the narrator as each man walks ... more
  • Do You See What I See?
    It would be terrific if email marketers had universal standards for the creation of all their html messages. In the absence of such comprehensive guidelines, Winston Bowden offers some fundamental design rules as a jumping-off point: Aim for a width of 600 to 620 pixels. Use CSS inlinks ... more
  • Case Study: How an Unbranded Game and Mystery Prize Giveaway on Facebook Garnered Exposure for Sharp Electronics
    by Kimberly Smith
    Sharp Electronics may have led the LCD revolution, but consumers don't view it as an agent of change. As part of a multichannel campaign to change consumers' minds, Sharp turned to an innovative effort on Facebook. more
  • Case Study: How Lenovo Used New Media Along With Olympic Sponsorship to Establish Global Brand Awareness
    by Kimberly Smith
    Last month in Beijing, Lenovo leveraged its Olympic sponsorship to develop global brand awareness. Unique to its approach was its use of new media, which fortified its traditional marketing and created a new level of athlete and fan interaction. more

Results for All Content » Marketing Articles » Advertising: 1726 - 1750 of 2000

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