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Marketing Articles: Advertising

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  • The Angel in Red Speaks to Us
    According to Drew McLellan, there exist only a few rules for outdoor advertising—for instance, use provocative visuals and less than seven words. But in a blog post, he recalls a 1989 campaign devised by Crowley Webb for Garcia's Irish Pub in Buffalo, New York, that ignored this conventional wisdom. "[This] ... more
  • Case Study: How a Telecommunications Company Enlisted the Quirkiness of an Offbeat Celebrity to Build Brand Awareness
    by Kimberly Smith
    GotVMail set out to raise brand awareness, promoting itself in a way that would both amuse its audience and set the company apart. What resulted was a viral video campaign starring Gary Busey. more
  • We're Short on Euphemism Today
    We live in an age of euphemism. A used car isn't "used," it's "pre-owned"; we're sold "bathroom tissue," not "toilet paper"; and no marketer in her right mind would dream of calling wrinkle cream anything but "rejuvenating moisturizer." This is why the decidedly un-euphemistic name of a Beverly Hills clothier—Jimmy ... more
  • I Need My MP3
    Over 50 percent of music downloaders consider iTunes the best fee-based digital music service. And a growing legion of iTunes users are implementing Coverflow, which lets you scroll through a music collection by album art, for aesthetic purposes. Millennials may be a generation obsessed with instant gratification, but music remains ... more
  • Case Study: How a Technology Company Leveraged March Madness Live Streaming to Increase Visibility for Its Own Product
    by Kimberly Smith
    When CBS Sports announced that it would once again live-stream the NCAA March Madness tournament during regular business hours, eTelemetry jumped at the chance to use the event as a prime backdrop for its own campaign. more
  • We're Still Married to the Past
    "It is a sociological fact that when times are tough, people turn to the past—to what they know—for comfort," writes Patrick Byers in a post at the Responsible Marketing blog. "So, it should come as no surprise that recent advertising is taking us away from the present and into our ... more
  • Does It Come in a, You Know, Box?
    In post at the Neuromarketing blog, Roger Dooley says, "U.S. consumers have been conditioned to believe that proper wine comes in a 750ml glass bottle with a natural cork. Artificial corks and screw cap closures are suspect, to say the least. And box wines are traditionally suited only for penniless ... more
  • Go for the Gold
    New Media Monetization Series, Part I: Web Advertising Online advertising spend continues to increase, but the process remains fraught with doubt. This year, NBC paid $894M for the programming rights to the 2008 Beijing Olympics. This "most ambitious single media project in history" will deliver 3,600 hours of coverage over ... more
  • Operation Beijing: What PR Is Doing Wrong
    by Martin Lindstrom
    There's a lot that China could do better, like every country in the world. But the Beijing Olympics PR machine is failing badly to put a positive spin on anything. So, what are they doing wrong? more
  • Suck on This
    "So I'm flipping through Entertainment Weekly and I come to an ad for some kind of beverage that waylays me with the headline 'SUCK ON THIS,'" writes Julia Rubiner in the Editorial Emergency newsletter. "The copy was so arresting that I was compelled to read on. Imagine my surprise when ... more
  • The Third Screen's the Charm
    As video continues its great migration from the television set to the Web and smartphones, advertisers face a new challenge: how to reach customers in three places at once. The so-called "three screens" (TV, PC, and wireless devices) require different ad strategies to engage audiences. The 'lean back' TV viewer's focus ... more
  • Who Says You're So Hot?
    Marketers may try to distinguish their products from those of their competitors by engaging in comparative advertising. (X Detergent cleans 25% more loads than the leading brand!) But be careful when you pull out those comparisons: make sure you don't denigrate your competitor. Research is showing that consumers become quite sensitive ... more
  • Six Reasons Word-of-Mouth Doesn't Work
    by Michael Antman
    Is there any form of marketing communications more compelling than word-of-mouth, the enthusiastic and genuine recommendation of a person you like and trust? It's no wonder that virtually every business-to-business marketer prizes this organic, spontaneous, and—perhaps best of all—practically cost-free method of bringing in business. But some businesses, especially on the ... more
  • Case Study: How a Young Company's History-Making Soccer-Jersey Sponsorship Increased Sales, Brand Recognition and More
    by Kimberly Smith
    CASE STUDY - Here's how a unique Major League Soccer sponsorship helped a new beverage product score big in both sales and brand recognition. What's more, here are three lessons you can apply to your own sponsorship efforts. more
  • Video Games: Not Just for Kids
    Anyone who has witnessed a Wii bowling tournament at a senior center knows it: video games are not just for kids anymore. They are big business. And they are early indicators of tomorrow's interactive media products and services. When the first big video game success, Pong, was invented 35 years ... more
  • Avoiding the CAN-SPAM Pitfalls
    "At first glance, the CAN-SPAM Act establishes fairly basic rules for an organization to follow," says a whitepaper produced by ExactTarget. "However, given that this law is constantly evolving … new details and judicial interpretations will surely follow." This means you can't take anything for granted, but instead must proactively respond ... more
  •  Will Dance for Gum
    In a post at the Servant of Chaos blog, Gavin Heaton says those who aren't sure how to get "viral" could learn a thing or two from Stride Gum, which took notice of the following Matt Harding had gained with his "Dancing Matt" videos. If you recall, they showed him ... more
  • Case Study: How a CEO Uses Twitter to Convey the 'Sole' of His Company
    by Nettie Hartsock
    While others are still hashing out whether their CEO should be Twittering, blogging, or Plurking, Zappos Tony Hsieh has been using Twitter for over a year. Here, he reveals what he gets out of micro-blogging, and why he thinks it's important for his company and others to embrace social media ... more
  • Case Study: How Weekly Reader Boosted Renewals by Altering Its Direct Marketing Package and Collateral
    by Nettie Hartsock
    Weekly Reader, a publisher of materials for elementary and secondary schools, needed to improve direct mail renewal rates, which had been trending downward. A simple redesign and copy change worked to increase the response rate and orders for the fall school year. more
  • Case Study: How Sherwin-Williams Used Digital Collateral for a Newly Launched Product to Engage Retailers and Consumers
    by Nettie Hartsock
    You have a snazzy new product and need marketing collateral to show it off. You want to rally your sales force around it, and at the same time excite the retailers who'll carry it. Print won't do. But digital will. more
  • by Sandra Zoratti, Mark Weishaar
    What's this new buzzword "TransPromo" all about? The term is heard more and more frequently in industry circles today, at conferences, trade shows, and even in boardrooms. So just what is TransPromo? more
  • Case Study: How a Video Podcast Series Garnered a Top Industry Award and 68,500 views in 12 Months
    by Nettie Hartsock
    Last spring, telecom player Tellabs launched its "Get Schooled" video-podcast series as both a way to communicate with customers as well as showcase the depth and breadth of its offerings. Get Schooled did that and more... generating tens of thousands of views, landing a coveted interview, and garnering an industry ... more
  • Case Study: A Niche E-tailer Sizes Up Glamour... One Customer at a Time, Boosting Sales with a Personalized Web Site Experience
    by Nettie Hartsock
    Five years ago, Sydney's Closet sold only plus-size prom dresses. Since then, however, the company has significantly expanded its lines, and it sought to segment its customers to help deliver content and offers that would be specific to their interests and needs. Here's its approach. more
  • Case Study: How a Bed & Breakfast Inn Boosted Its Bookings with One Video Ad
    by Nettie Hartsock
    As a B&B in the highly competitive historic Pittsburgh area, the Morning Glory Inn needed a way to attract more recreational and business travelers. Its Web site, the Yellow Pages, and direct mail initiatives continued to bring in some new customers. But here's how the inn boosted its online visibility ... more
  • by Martin Lindstrom
    Your media plan likely contains all the usual, well-known media options: TV and radio ads, print ads and outdoor advertising. We've all been going with these options for years, decades in fact. We've always known we wouldn't be fired for nominating them. Just like an IT guy wouldn't be fired ... more

Results for All Content » Marketing Articles » Advertising: 1751 - 1775 of 2000

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