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- The essence of branding is not an ad, logo, corporate identity, Web site, or brochure. Instead, the essence of branding is leaving the desired emotional imprint in the heart and mind of the consumer. more
- One of the many options available to promote a Web site on search engines is “paid inclusion.” more
- Most marketing strategy is misguided. It’s not so much because the strategy’s not good, but because the strategists don’t drive their marketing strategy to Echo Point. more
- hael doesn't think it’s fair to criticize advertising campaigns—picking apart someone else’s hard work is for non-achievers. But today, he's compelled to make an exception. more
- o you really want your business associated with shallow, self-centered, rude and crass envy? Surely there is a better way. more
- The advertising industry’s idea of what "integrated marketing" means continues to evolve. Where is this all heading? more
- What's an advertiser to do when the most affluent customers aren't compelled to watch TV commercials and are, in fact, actively avoiding them? more
- It's true that creativity and innovation often arise from unexpected and unconventional thinking. But not always. more
- Do you want to win one of the most prestigious and visible awards in marketing? Here's a roapmap to victory. more
- Marketers are finally beginning to understand how people use the Internet and are creating programs that synch up with their online habits. more
- This past fall, the Yahoo portal changed the way it delivers search results. So what's now the value of a listing in the Yahoo directory? Here are the pros and cons. more
- The clock is ticking: Now IS NOT the time to start trying to do things like setting up an affiliate program or optimizing your search engine rankings. Instead, what many online businesses need right now are some quick and easy ways to get their sites ready for the holidays. more
- The economic downturn of the past two years has put marketers on the defensive. As budgets have been reduced and reduced again, marketers have stepped up efforts to find the Holy Grail of marketing--the formula, the software, even the general rule of thumb that enables marketers to measure the effectiveness ... more
- Want to maximize your ROI? Then understand that it is AFTER your search is completed that the hard work begins. And know that the best relationships with agencies are true partnerships. Here are 11 suggestions from the front lines. more
- Back in the 1990s the Internet had something to say to conventional marketers: Don’t waste money on people who won’t buy from you. We called it targeting. But is targeting now considered a waste of resources? more
- Manage your advertising risk by subscribing to a tried-and-true "methodology." Learn from the successes (and mistakes) of those who have gone before you. more
- Should media buyers spread their buys more widely to give their clients a bigger bang for their buck? Heck yes...according to our experience! more
- The line between marketing and advertising is fuzzy to begin with. Ask 20 experts what the difference between the two is, and you'll get 20 different answers. So what's the right answer? more
- Glamorous or not, a lot of money is spent on trade advertising. And a lot of it is wasted. more
- Over the years, celebrity endorsers have been involved in many different kinds of scandals, including illegal drug use, shoplifting, steroid use, posing in the nude, and being stabbed. What's a company to do? more
- During tough times, should you continue advertising? Is it smart? Do your customers want to hear from you? Can you afford to keep talking? more
- A creative brief is like a road map. But most briefs are simply a list of questions. That's not the way to do it. Want some new, better fitting briefs? more
- With sex, first you have to decide whether you want to do it. And if so, how far you want to go. more
- How do you go back to selling cars, clothes and computers after the attacks on America? more
- Taking a cue from the porn industry, X10.com is using a campaign to skyrocket traffic ratings. But can blanketing the web be too much? more
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