Marketing Communications

Are you getting the most from your direct marketing? Make sure your direct marketing campaigns are target, measurable, and ethical.
About Direct Marketing
As we discussed in Direct Marketing Fudamentals, direct marketing includes various approaches in which the producer of goods or services directly contacts the end-user. Direct marketing encompasses face-to-face selling, direct mail, catalogs, kiosks, telemarketing, […]

Direct marketing occurs when the “producer” connects with the end user. The end user may be a consumer or a business.
Direct marketing applies to product and service-oriented businesses, and to nonprofit organizations. In all situations, there is no intermediary involved. Direct marketing describes this interactive communication with the end user.
Direct marketing is not synonymous with […]

Product packaging must be appealing in order to attract and hold the consumers’ eye and attention, and serve as an efficient and functional shipping container.
Most physical products require packaging. This involves the design of a box or wrapper that contains the product. In addition to the function it performs—to hold and protect the product—it is […]

Do you develop your own ads? Can you? Can you afford to use an advertising agency? Can you afford not to?
Deciding on how to create your advertising is a decision each business must make. Your available resources will determine how difficult a decision this will be.
It is important that the creative aspects of your advertising […]

It’s amazing to consider how many different ways there are for you to advertise your product or service. We can only scratch the surface in this discussion. For more promotional and advertising ideas check out Jay Conrad Levinson’s series of books including “The Guerilla Marketing Handbook” and “Guerilla Marketing Online.”
The Internet
Online advertising includes pay-per-click listings, […]

Advertising is Communication
Advertising sends a message. Your advertising campaign, regardless of its scope or size, portrays your organization, your products and services, and your values. Each attribute will be tested with each new customer you acquire. This is one area of business where you do not want to take unnecessary risks. Your advertising should enhance […]

Your logo appears on everything from your letterhead to your website, reaching customers, prospects, suppliers and the press. In other words, your logo reaches everyone and is the first impression someone will have of your company; therefore your logo needs to create a favorable introduction. Present yourself clearly and dynamically and you will look like […]

Branding is one of the most important aspects of any business, large or small, retail or business to business. An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does “branding” mean? How does it affect a small business like yours?
Branding basics
Simply put, your brand is your promise to […]

Have you ever noticed how many articles there are on creating your own marketing materials? These articles concentrate on things you “should do,” like “know your audience,” “say it with pictures,” “write clearly.” Now, I’m not saying that’s bad. That’s great. But you should also know what NOT to do. That’s what this article is […]

If you’ve ever had anything professionally printed, you’ve probably been asked for an “EPS” copy of your logo. Ever wonder why you can’t just use a JPG, like the one on your website? What is the difference between EPS (Encapsulated PostScript), JPG or JPEG (Joint Photographic Experts Group) and GIF (Graphics Interchange Format)?
In brief, EPS […]