What kind of online advertising should you use:  search or display?  Marketing experts agree that if you really want to drive targeted traffic to your site, build brand awareness and increase sales, you should be using both.  When you tie search ads, display ads and your landing pages together with a consistent […]

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Several years ago, when Universal Studios was feeling a bit depressed over its struggle to draw attendees to its Orlando parks, the company sought professional help.  Universal brought in Dr. Mark Ingwer, president of Insight Research Associates, which specializes in a hybrid technique aimed at understanding consumer attitudes and behaviors in relation to a brand […]

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Have you spent money on advertising online only to be left with little, or worse, no results?
Don’t feel bad, it’s happened to all of us.
The truth is, advertising on the Internet is becoming less and less effective every day. Why?
Because more people are starting online businesses and there is more competition when buying advertising. This […]

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Richard Stengel, managing editor of Time magazine, said print need not indicate obsolescence in today’s digital world, during a keynote address at the DMA’s Circulation Day today in New York.
Stengel’s speech, The Reinvention of Time, centered around the importance of quality design and accessible, in-depth writing. Since returning to the Time staff a year and […]

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Control of interactive marketing gradually returned to the marketing sphere, albeit to specialists who have a high level understanding of technology as well as deep expertise in direct marketing.

Complementing channels, not competing
Today, interactive marketing has taken its rightful place as a member of the direct marketing family, where it is viewed as the darling bouncing […]

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The idea that advertising needs to either build brand or drive an immediate response seems as ridiculous to me as the idea that to lose weight one must choose between either more exercise or a healthier diet.
Clearly, both are necessary. In years past, brand advertisers would stop me right here and say, “No way; everything begins with brand.” Likewise, direct response (DR) advertisers have had their own arguments: “We’re bringing in the money; who cares about brand?” […]

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In interactive marketing, form follows function. The best designs are not only aesthetically pleasing, but work within usability guidelines and best practices for maximum optimization in that channel. This is no more apparent than in e-mail, where designers must work within a very strict set of rules and limited technologies.
Couple that fact with the changing […]

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Let the real beta begin. Joost, the internet’s answer to TV, has shed its invite-only status, opening its virtual doors to anyone with a high-speed internet connection, a tolerance for emerging technology and a hunger for professionally produced, ad-supported content.
Joost officially announced the news on its blog.
According to TechCrunch, Joost already built up about 1 […]

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Many DRTV campaigns today look like they were created in some alternate universe, far removed from the company’s marketing strategy and brand platform. This is a huge mistake. Regardless of how effective they are from a ROI perspective, DRTV campaigns that are not on-strategy and appropriately branded are counterproductive and potentially damaging to a company’s […]

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The American view of the advertising profession could use repair, according to a J. Walter Thompson study titled “Ad Industry Perception Survey.”
When asked about respect for the profession, only 14 percent of those surveyed say their fellow Americans respect ad people. The top three most respected are military personnel (79 percent), physicians (75 percent) and […]

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