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|20 Print Advertising Questions, Answered.|
Buying print advertising can seem like a daunting task for businesses both large and small - especially if you are a new advertiser.
|Integrated Marketing: The Client's Point Of View|
Today's advertisers aren't simply interested in choosing the "best"
magazine, Website or TV program for
bringing their product to their end users.
|The Integrated Media Sales Team|
Now that publishers have spent years, even decades, training
salespeople to sell the value of print, they're faced with having to
sell something entirely different: multi-media advertising and
|Free Added Value is Dead: Long Live For-Profit Integrated Media|
With today's integrated media, the whole meaning of "value-added" has changed.
|To Sell Your Advertiser, Look To Your Editor|
To sell the value of their product, every salesperson needs to convey what's special, unique and different about that product.
|Using Data in the Right Context To Sell More Advertising|
Unless you put that data in context, you'll never turn it into information that your client and understand and act on.
|The Brittle Bones of Media|
Why Reach isn't Reach any more
|How People Sense Media : The Use and Limitations of Eyeballs and Ears|
There is an open battle for the eyes and ears of consumers... and a silent battle for their hearts and minds.
|Attentiveness Seems to Have Grown another Head|
The brain is too much fun to be pirated by apologists for failed advertising and that's what they're trying to do.
|Why Isn't TV More Upfront?|
If you work TV, you bad-mouth the Internet and vice-versa. It
|WE ARE NOT ALONE|
Cosmology is as Confused as Advertising.
|The Minute That Took Most of a Year|
It started as a simple data fix. Analysis has shown the program minute is not a good proxy for the commercial minute.
|The Open Mind: Why Neuroscience May Not Save Advertising|
Time flies and with it certainty. Or to make it personal, the older you get the less you know for sure.
|Who Watches the Watchers? Nielsen's new commercial minute ratings don't|
Research makes for bad conversation. It
|A Message From Cannes|
Desperate times bring desperate measures. Royal Philips Electronics
recently patented a device that would force viewers to watch
commercials by locking the channel when ads run.
Isn't the Obvious Problem Too Many Commercials.
|Floating High and Empty : Do Our Words Say More Than We Mean?|
Words have been described as the skins of ideas. But many of our most
impressive words are more like balloons, floating high and empty.
|The Reality Show of Research: Ethnography gets Answers without Asking|
Today only a fraction of the people approached agree to cooperate in our
surveys, so the basis of probability sampling is violated. We hide the
fault by ignoring the problem.
|A Handicappers Dream: Using PPM Patterns to help buy Radio Diary Markets is a License to Steal|
PPM gives radio buyers an opportunity to beat the market right now. And that is what good buying is about.