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Thinking about advertising budgets? Think like Henry Ford
Ad agency people frequently hear the question, “How much money should we spend on marketing?” The question is pretty basic, but the answer is not a simple sum or percentage. Advertising budgets are challenging.
View Web PageWe’re All Suffering from ‘Infobesity’: Differentiation strategy key
In an era of information overload, brand differentiation strategy becomes more important than ever. If information contained calories, we’d all be fatA Microsoft-sponsored study found the average human attention span has fallen from 12 seconds in 2000, around the time the mobile revolution began, to eight seconds in 2015.
View Web Page‘New Coke’ Failure: Why decision was too far out to swallow
In spite of the fact that tests showed the new formula tasted better than old Coke, customers believed otherwise. The New Coke failure happened because Coke tried to be something it wasn't.
View Web PageBrand Reinvention: Reinvent or die
What do you do when even a good coat of polish doesn’t make your shoes shine anymore?
It might be time to buy a new pair of shoes. Whether we are talking shoes or business, how we handle disruptive threats makes all the difference in the world.
AI-Powered Marketing Offers One-to-One Personalization
AI-powered marketing is a buzz term in most of the online marketing pubs we read. A question typically posed is: Do any of us know how artificial intelligence will affect our marketing efforts? The answer is: not perfectly. Yet AI-powered marketing is beginning to show glimpses of viable use.
View Web PageEffective Advertising: Big question is whether to entertain or inform
Every ad person wrestles with the conundrum whether effective advertising should focus more on entertaining or more on informing.
View Web PageTest, learn, tweak to formulate business strategy
Learning to write and solve equations is the foundation of formal education for many of us. There are thousands of equations and formulas that guide work in many industries, from making special alloy steel to building spacecraft that can travel to the end of our solar system and beyond.
View Web PageForging strategy for strengthening Stark County
An important report about recommendations for strengthening Stark County has huge ramifications for those of us who live, work and play here.
View Web PageSuper Bowl Advertising Effectiveness: winners and losers
Silly and sentimental. Advertisers play it safe this year.
According to Nielsen, 51 percent of viewers prefer watching the Super Bowl commercials to watching the big game itself.
Super Bowl advertisers are known for using Trojan horse strategy to slip their ad messages inside our gated minds.
Philly Dilly: Eagles Fly. Ads Flop.
Super Bowl advertisers are known for using Trojan horse strategy to slip their ad messages inside our gated minds. The strategy relies on creating commercials so entertaining and popular, culturally or socially relevant, silly or sentimental that viewers actually want to pay attention.
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