Creativity is critical to effective advertising. Many brands have used creativity to build brand images with greater meaning the basic capabilities of their products. Leadership in creativity and ...

Early in my marketing career, I worked with a man I’ll call Mike. Mike was old school. He approached online marketing like it was a branch of traditional advertising. As a result, the marketing ...

Over the years, businesses have created focused strategies to meet customer needs, grow sales and profits, and stand out from the competition in their respective industries. The selling concept in ...

Understanding direct marketing concepts can be very beneficial in creating and marinating a successful business. The use of direct marketing is one of the most effective ways to develop relationships ...

The controversy over what role concept tests should play in developing advertising strategies led the author to conduct a number of personal interviews with leading practitioners to determine current ...

Organizations have sent consumers letters with their names in the salutation and throughout the text since the IBM Mag Card technology developed a mail merge capability decades ago. Today, consumers ...

John Mracek is CEO of advertising technology company, NetSeer. NetSeer announced a new offering today called “concept-based” advertising. Read the release (PDF). Concept-based advertising sounds a lot ...

Digital advertising has become more important than ever due to the increasing number of people using the Internet. Nearly half of the entire world is on the internet today. Among them, over 2.7 ...

Digital advertising is a relatively new discipline—at least when you consider how many years businesses have been messaging consumers to promote or sell a product or service. In the age of digital, ...