In PPC advertising, landing pages are crucial to performance. But it’s not just any landing page that will work for your industry or company. You can read all the advice you want and apply all the supposed best-practices that experts tout, but sometimes those practices do the opposite of what you want. So with all the PPC landing page tips out there, how do you … [ Read more ]
Bottom Line: Despite privacy concerns, businesses can benefit from including personalized information about potential customers in their email advertising appeals.
Shifting marketing dollars from television to online advertising can pay off.
Internet advertising was supposed to make it easier for marketers to measure the impact of their ad buys. But a basic question remains: Do search ads or do display ads create more customers on the web? Research by Professor Sunil Gupta.
The mere fact that an online video advertisement reaches a viewer’s computer screen does not guarantee that the ad actually reaches the viewer. New experimental research by Thales S. Teixeira looks at how advertisers can effectively capture and keep viewers’ attention by evoking certain emotional responses.
Can asking a question in an ad increase sales?
A question is a tool. And as with any tool, any copywriting strategy or tactic, if a question is not formulated and handled with proper caution it could indeed do immeasurably more harm than good.
Slate offers an overview of 12 kinds of advertisements with accompanying video illustrations.
Can a picture of a pretty woman actually boost sales for a car—or a motorcycle? According to a recent study, erotic images can stimulate a portion of the brain in heterosexual males that is associated with anticipation of reward.
Is one of the goals of your business-to-business advertising sales leads generation for your salespeople, representatives, distributors or resellers? Consider these proven B2B sales leads generation techniques gleaned from working with over 170 companies and some of the best marketers in the business.
The celebrity endorsement, driven more by gut feel than hard data, remains a bit of a black box for ROI-focused marketers.
Advertisement drives the revenue of the Internet industry. Learning about the science associated with successful ad campaigns can only benefit you and your site. With this in mind, an eyetracking study performed by Eyetrack III attempted to determine which sections of a webpage the human eyes focus. Eyetrack accomplished this by creating mock pages containing text and advertisements. Test subjects then reviewed the documents while … [ Read more ]
Marketers continue to seek the answers: which advertisements resonate with men, and which with women? In most cases, a single page of advertising with a bold headline, few lines of text and a simple image generally appeals to male audiences, while an ad with multiple images and lots of imagination-provoking detail and text is effective with female consumers. According to Chicago associate marketing professor Joan … [ Read more ]
“Economists, traditionally, have had a very uneasy relationship with advertising,” says University of Chicago professor Gary Becker. “Consumer preferences were thought to be either too stable or too easily manipulated.” But in his latest book, “Accounting For Tastes,” Becker employs the tools of modern economic analysis to confront the problem of preferences and values — how they are formed and how they affect our behavior. … [ Read more ]
Companies have long tied their corporate logos to well-known sports teams and celebrities as a way to increase brand recognition and target a well-defined customer segment. But for many companies, the choice of a sponsorship property-whether it is the NFL, World Cup soccer or a brooding rock star-is often based on the CEO’s favorite past time or as a means of gaining access to high-profile … [ Read more ]
Banner advertising helps companies retain customers by bringing them back to a company’s Web site faster and encouraging them to spend more.
An entertaining commercial on a prime-time television show might be a good way to build a brand’s image, but a straightforward spot with a prominent toll-free phone number is the best way for a company to move inventory fast, according to Ron Bliwas, chief executive of ad agency A. Eicoff & Co., who spoke last month at Wharton. Bliwas discussed both successful and unsuccessful commercials, … [ Read more ]
Suppose you could really figure out why advertising works.
Editor’s Note: discusses the Taguchi Method, something those with engineering and/or manufacturing backgrounds may have heard of.
With over a century of practical experience, thorough testing and research, and the collective recommendation of some of the great names in advertising history behind it, you can take this approach to the bank. Long copy advertising works.
Year after year the Yellow Pages are full of ineffective ads, costing the businesses which placed them thousands of dollars in lost profits. Follow these sure-fire ideas to dramatically increase the results your ad brings.
Chances are, you’ve implemented a search engine marketing (SEM) campaign strategy. That often means a position/price-based strategy on Overture and a price-based strategy on Google (perhaps a copy strategy, to keep CTR high). You concentrate on position and price to drive visibility and traffic. Though visibility and click volume are good, the strategy has flaws. Big flaws.
Price/position strategies ignore results and are static. Inefficiencies … [ Read more ]