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Free Articles Index
How
to Create a Realistic Advertising Budget
By building the value of products and brands, the advertising
budget represents a long-term investment in a company's future. Every dollar invested
in marketing communication is a seed planted for future growth. Although lengthy,
this article, which may be the most thorough on this topic available online, will
help you achieve the optimal return on your investment.
Rational
Appeals vs. Emotional Appeals in Advertising and Marketing Communication
The decision about whether to base marketing communication
on rational logic or emotional appeals is at the center of a perennial debate
within the marketing community. Since Claude Hopkins proclaimed, "Advertising
is salesmanship" in 1923, this phrase has been the rallying cry of the rationalists.
Advocates of emotional appeals argue that effective communication connects at
a visceral level.
What
Color Is Your Business? A Look at Color Psychology in Marketing.
Color differentiates products, stores and organizations
from their competitors. Here's why: Color defines the brand [BP]. Color sets the
tone [IBM]. Color differentiates your service [UPS]. Color makes your product
relevant to its primary customers [Fisher Price]. Color keeps your product top
of mind [Home Depot].
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