Marketing industry

The Internet promises to give marketing the same boost in productivity that new operational strategies have given to manufacturing.

Which one should you invest in?

Unilever applies the principles of feature film directing and editing to turn so-so commercials into winners.

Think content, not channels or advertising.

How marketers can maximize returns.

Look at your ads to find out.

A new kind of marketing data enable managers to measure incremental sales of a product due to advertising and promotion. Single-source data correlate...

Stop feeding the bears.

Bryant Pharmaceutical's flagship product, a popular arthritis medicine called Seflex, is selling well--but not well enough. With generic versions due...

What, if any, is the relationship among prices, advertising expenditures, and return on investment? Prior research has yielded inconclusive answers to this question, but in analyzing data from 227 consumer businesses, the authors have found a consistent pattern. Companies with relatively high prices and high advertising expenditures, for instance, had higher profits than companies with […]

They need each other now more than ever.

Blackbird, a Delhi-based advertising agency, agreed to let a star designer leave to start his own firm and then became his first customer, enlisting his...

The story of how a product was discovered can change the level of consumers’ interest.

It's high time to shift our focus from the "avails" in media content to those in consumers' lives - that is, where, when, and how people might be receptive...

Knowing your audience is the most important part.

To introduce its more effective eye drops, Schering-Plough took aim at the market leader with this line in its magazine ads: “New OcuClear relieves three times longer than Visine.” To tout its exclusive manufacturing process that makes Folgers decaffeinated crystals produce darker coffee, Procter & Gamble ran print ads with Folgers and “the leading brand” […]

Many U.S. manufacturers, searching for growth in maturing consumer markets, have shifted their emphasis from advertising to sales promotions. But promotions...

Too often, advertising is seen in short-run terms, with the main emphasis on the current profit and loss statement. To improve results, management must view advertising as a capital investment with sales revenue generated like a stream over time. The key is to assess the customer-holdover or cumulative effect of the media campaign, according to […]

The one-picture-to-a-thousand-words ratio unjustly downplays the importance of typestyles. Academics and marketers have long known that the choice of font in logos and advertising copy greatly influences legibility, memorability, and public perception of the brand. Companies need typestyles that suit their images and reflect their intentions. To help them choose the right fonts for their […]

In 1985 WPP was a small, publicly traded company, worth about $1.3 million. It manufactured shopping carts and other wire and plastic products. Today...