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Marketing Articles: Advertising

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  • by Hank Stroll
    This week, our regularly featured "SWOT Team" column gets a new name as it becomes the weekly "Marketing Challenge" column. In it, a reader asks: How do I create a big splash on little cash? Readers respond with four excellent approaches. Also this week, suggest your own answers to ... more
  • by Lisa Wehr
    In search engine pay-per-click advertising, the unscrupulous use of a competitor's trademarked terms is a murky business and contentious topic. With a seemingly anonymous perpetrator, it's a relatively easy offense—and sets off a torrent of trademark-infringement concerns for many companies. more
  • by Wendy Comeau
    Marketers everywhere are tasked with finding out about causation: "Is this advertising causing people to buy more of our lemonade?" "Is our new viral marketing effort causing our brand awareness to increase?" "Would having blonde hair cause me to have more fun?" It's virtually impossible to answer questions about causality ... more
  • by Hank Stroll
    This week, add your own two cents to the following dilemma: How do you go about promoting a product on a global scale? Also this week, read your answers to a previous week's question: What do you do when an initial marketing campaign isn't flying? more
  • by Tom Kuegler
    Recently, search engine revenues have rocketed, with pay-per-click advertising providing much of the fuel for growth. The other side of the coin: advertisers have been using PPC keyword advertising to meet their marketing objectives. But even with such heightened competition, there may be untapped, hidden opportunities for online marketers interested ... more
  • by Hank Stroll
    Online communities have been around for years, but we now have more tools for building them. The options include Weblogs (blogs), wikis, forums (bulletin boards), email discussions and online chats. Each has its strengths and weaknesses. Which one best suits your needs? Also this week, read your suggestions for the previous ... more
  • by Hank Stroll
    This week, the SWOT Team asks: What holiday marketing programs have worked for you? Are some holidays better than others to reach customers and prospects? Join the conversation! Also this week, read your answers to: Is a blog is right for your business? more
  • by Matthew Syrett
    Although we cannot completely trust the psychology that underlies our advertising decision making, we can work to make it more reliable by lowering stress, institutionalizing skepticism, living in the moment, and training and preparing for friction. more
  • by Matthew Syrett
    Advertisers spend much effort psychoanalyzing consumers, trying to understand why consumers make the decision they do. It is rare that they turn those same analytical tools on themselves—to understand why they make their own decisions, especially when those decisions have led to trouble. more
  • by Jonathan Holiff
    With more and more companies wanting to integrate their products into the lives of celebrities, now seems like a good time to take a closer look at celebrity product placement. Here are three common approaches and a description of what steps you can take to encourage results. more
  • by Jonathan Kranz
    If you have clients (or bosses) who want you to write about who they are, you probably witness them thrusting a list of attributes in your face. On the list, you'll find the usual suspects: quality, commitment to service, out-of-the-box this and proactive that. But such vague attributes have little ... more
  • by Hank Stroll
    This week, add your two pesos to the dilemma: What makes for an effective media kit? What works and what doesn't? Also this week, read your answers to last week's query: How do you prevent email newsletters from being perceived by filters as Spam? more
  • by Suzan St Maur
    With our focus on bold, blunt, "write-as-people-speak" prose in business, we no longer have any fancy phrases to lurk behind. We're on our own. Why has business writing become so much more direct in the comparatively short period of two generations or so? more
  • by Mary Enderle
    Building and maintaining a trusting relationship with your agency is key to project success. Many relationships with agencies fail because clients treat them like vendors instead of partners. They don't value agency advice when they really need to get a fresh perspective in solving a communication challenge. You can learn ... more
  • by Jonathan Kranz
    Chances are that when engineers propose a new car model, they don't fail to include an engine in their designs. Unfortunately, that's not true of many B2B marketers and their direct marketing strategies. Too many creative briefs have a great chassis—terrific messaging hooks, keen insight into audience desire—without the engine ... more
  • by Hank Stroll
    This week: What approaches or steps do newsletter publishers need to follow to ensure the newsletter makes it all the way to recipients' inboxes? Join the conversation! Also this week, read your answers to the previous dilemma: How can a business cash in on year-end purchasing? more
  • by Ellen Weiss
    Endorsements can prove to be excellent ways to create a genial relationship between your product and the person or team being endorsed. Just be wary of capitalizing too quickly on a media event that may not be advantageous for the brand! more
  • by Dan Herman
    The act of branding has 10 different meanings, which translate into 10 different ways to create instrumentality or usefulness beyond the tangible benefits of a product/service. Following those 10 approaches will make the difference between masterful creations of brands and amateur imitation. more
  • by Bill Nissim
    At the heart of branding resides a paradox. This article unravels that paradox and examines its intricacies. more
  • by Steve Cuno
    Branding, as you might imagine, is not typically what direct response agencies do. But some direct response agencies strongly believe in the power of branding. And smart direct marketers build their strategies squarely on the brand. more
  • by Suzan St Maur
    We've all heard the jokes about embarrassing translations in the marcom arena. But if you were were responsible for a hefty international marketing or ad budget, such gaffes would wipe the smile right off your face. There are some important lessons to learn about writing branding and ad copy ... more
  • by BL Ochman
    Advertisers, including Paramount Pictures, The Wall Street Journal, and the Gap, are successfully reaching niche audiences for a fraction of the cost of traditional advertising. As a result, a handful of bloggers are earning six-figure incomes from their blogs. Why aren't more advertisers and bloggers getting together? Three reasons: fear, ... more

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