Whoa! You're Scaring Me.
Careful how you say that! When introducing a new product whose usage may involve a slight risk, research is showing that a positive message is paramount.
Many new products carry ...
Make Your Marketing Budget Work - Halve ItMartin Lindstrom
What's the trick to starting afresh? Be prepared to seriously start over and establish strategies to keep your brand from falling into that rut to nowhere.
Here are some ideas to ...
Present the Unexpected but Stay on Purpose: Lessons From The ApprenticeKathy Parsanko
If you saw the last episode of The Apprentice, you know that two teams of celebrity contestants were asked to create a campaign to help launch a new product, Dial ...
Unreal Marketing: Violating the Axioms of AuthenticityJames H. Gilmore, B. Joseph Pine II
As a marketing professional, do you proclaim your offerings to be real or authentic? If so, you may find your customers calling them (and you) fake. So stop it: Don't ...
MarketingProfs 'Classic Truths': Sex! Why Getting Your Attention Isn't Always EnoughDebbie MacInnis
Lots of companies create interesting and attention-getting ads with the brand name or major takeaway buried somewhere therein. So what happens? Consumers remember the great ad. But for the life ...
What Is Advertising's Most Important Word?Jerry Bader
What is advertising's most important word? The simple, innocuous word "like": a nondescript word that carries with it all the conceptualization power you need to create a business identity, to ...
Breaking News: Advertising Is Dead!Barry Densa
Advertising is dead. Consumers have been over-advertised to and over-sold.
So what's a marketer to do?
Marketing to Women—We've Come a Long Way Baby... (Maybe)Marti Barletta
Savvy companies like Dove, Ponds, and Nike know that women are empowered, and those companies have shown us how powerful the images and stories of real women are.
What's next on ...
Have We Lost the Ability to Write Comprehensible Copy?Michael Antman
Everyone has heard the common complaint that America is becoming less literate, but the onus for this alleged circumstance is nearly always placed on the reader (or, rather, non-reader) instead ...
Truth Is the New LieMark Shipley
In the old days, marketers could use hype and exaggeration to get noticed and people would simply accept it. Not anymore. Today, if you want consumers to pay attention, you ...
The Demystification of Idea GenerationMike Heronime
Numerous people have studied the process that creative people go through to develop their ideas. Most of these students of creativity agree that ideas come from a subconscious process that ...
Why a Killer Videogame Is the U.S. Army's Best Recruitment ToolDavid Verklin
Before it was released on July 4, 2002, many expected the $7.3 million game would join the ranks of the $436 hammer and $640 toilet seat as a study of ...
The Five (Wrongheaded) Complaints Against AdvertisingJerry Kirkpatrick
The complaints against advertising are seemingly endless, limited only by the creativity of its critics. But advertising is fundamentally benevolent, the author says.
Advertising is a communication technique that attempts ...
The (Shiny and New) Way to a Woman's HeartMarti Barletta
Mother's Day is almost here, a day filled with fresh flowers, delicious dark chocolates, fancy fragrances, and gem-filled jewelry. But is that really the way to a woman's heart? What'll ...
Creativity at Work: Why It's Important and What It TakesBrian Beatty
Creative accounting is certainly an ill-advised proposition, but in most other areas of business, from manufacturing to marketing to management, creative thinking often represents your most valuable, viable opportunity to ...
Advertisers Continue to Miss the Mark With WomenGerry Myers
Let's review: Women make 80 percent of all purchases. They buy more electronic equipment, vehicles, and home-improvement products than men do. Women hold nearly 50 percent of all jobs. In ...
Be All That You Can Be: The Company Persona and the Magic of 'Language Alignment'Frank Luntz
Walk through any bookstore and you'll find dozens of books about the marketing and branding efforts of corporate America. The process of corporate communication has been thinly sliced and diced ...
Quality, Service, Price: Meaningless Claims That Can Drive Customers AwayChristine Pilch
If people pay attention to what interests them and ignore everything else, how can you break through the clutter with a message that people care about?
All you have to do ...
Generating Leads, Brand, Relationships, and Trust at the Same TimeMike Schultz
Relationships. Trust. Delivery of superb value. These are core ingredients of a successful service firm. Talk to 100 service firm marketers and leaders, and they'll all tell you (and most ...
Big Spenders: Marketing to Boomer WomenMarti Barletta
Women age 50+ constitute a market force to be reckoned with. These women are in their prime—this is the healthiest, wealthiest, most influential generation of women in history, and terms ...