By increasing 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.
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.
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].
