Archive | April, 2011

The Real Role of Advertising?

Measuring the success of advertising is not easy. It really isn’t. We sometimes overly focus on the measures we have, even if they are not the best ones. For example, we can measure clicks on banner ads, so we judge success by click-through rates or cost per click. This information is useful, but is only […]

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The Challenges And Rewards Of Destination Marketing

It’s not easy for small cities to attract positive attention, but it is easy to forget that the rest of the world is not as interested in our hometown as those of us who live there. Small cities generally have rare opportunities to capture our attention or to impress the outside world. Each year, thousands […]

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Sweet Sixteen

For one reason or another, I’ve been looking at presentations from a number of major market research agencies lately and one thing that the quant agencies are trying to do is to get a handle on the way people respond to communication emotionally. Interestingly, agencies are looking at ways of classifying human emotions or motivations […]

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5 ways to build a sticky Facebook fan page

  … The McLellan Marketing Group’s page With well over 600 million people on Facebook, it’s no wonder that businesses are flocking there to create a fan page for their organization. But what should that page contain?  How should you use it to connect with your customers? Here are 5 tips for creating a Facebook […]

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Someone has to hate your brand

A brand…if it is going to be effective, has to be bold.  It has to stand for something.  It has to plant a flag into the ground and stake out its territory.  A brand cannot be neutral. Your brand loyalists will love you. But, there’s no ying without the yang. In other words, if some […]

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Do We Stop and Think Enough?

I walked by a billboard (a 48 sheet) for VHI Healthcare last week. It is their campaign that talks about being cheapest for couples, individuals, families etc. The ad is fine, and is presumably ticking all the boxes in the brief. But about one fifth of the ad is dedicated to a large call-to-action – […]

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