Advertising


Recent Advertising Articles

In a Former Life: Tama Starr

By Ilan Mochari |  Aug 1, 2000

Present life: CEO of Artkraft Strauss, an outdoor-advertising company based in New York City. Founded in 1897, the company is best known ...  Read more

Advertising: Reaching Your End Users

By Stephanie L Gruner |  Aug 1, 2000

A drumstick manufacturer explains how advertising brings his company closer to his retail customers' customers.  Read more

The Tested Eight-Step Banner Ad Campaign

By Shari Thurow |  Jul 7, 2000

Here's a proven, step-by-step plan for launching and maintaining a successful banner ad campaign. We've used it consistently for our clients at Read more

How can I get my foot in the door to bid on projects?

By Jay Conrad Levinson |  Jun 21, 2000

Marketing & Advertising mentor Jay Conrad Levinson responds to the following question from an inc.com user: We are a painting c...  Read more

How can I generate income from my Web site?

Jun 14, 2000

Internet in Business mentor Bradley Feld responds to the following question from an inc.com visitor: I'm a small-business person...  Read more

Where to Purchase Banner Advertising

By Shari Thurow |  May 31, 2000

Many businesses make the mistake of blindly purchasing banner ad space without understanding how their target audience searches for their products or serv...  Read more

Brands No More

By Jeffrey Swartz |  May 15, 2000

Timberland CEO Jeffrey Swartz on branding in these times.  Read more

Seven Rules for Legal Advertising

May 12, 2000

Advertising is regulated by both federal and state law. Under the law, your ad is unlawful if it tends to mislead or deceive. This means the government do...  Read more

The Myth of Advertising's Effectiveness

May 12, 2000

The argument made by the proponents of advertising is almost pathetically simple-minded: If you can measure the benefits of advertising on your business, ...  Read more

Understand Advertising Cost Metrics

By Lane McCulloch |  May 10, 2000

Two types of calculations have traditionally been used to determine advertising costs: customer acquisition cost and cost per sale. If you have implemente...  Read more

Decide Whether to Design Banner Ads In-House or to Outsource

By Lane McCulloch |  May 8, 2000

Careful planning and research up front will save you time and money later in the banner ad creation process. If you want to create a banner ad in-house, y...  Read more

Evaluate and Improve Your Banner Ad Campaign

By Lane McCulloch |  May 8, 2000

No banner ad campaign is perfect the first time, so results tracking, evaluation, and course correction are critical. Once your tracking programs are in p...  Read more

Understand the Costs Associated with Each Campaign Type

By Lane McCulloch |  May 8, 2000

Now that you have some estimated budget figures in hand, you can get more specific by looking into the various banner ad pricing structures available. Of ...  Read more

When to Use a Logo in a Web Banner

By Shari Thurow |  May 2, 2000

Displaying your logo may be essential for print and related media promotions, but the question of whether to display logos on banner ads deserves a second...  Read more

In a Former Life: Lou Weisbach

By Ilan Mochari |  May 1, 2000

LOU WEISBACH, 51 Present life: Weisbach is the founder and chairman of Ha-Lo Industries Inc., a $650-million prom...  Read more

Design for Popular Browsers and Connections

By Lane McCulloch |  Apr 28, 2000

Effective banner design starts with recognizing the limitations of the tools that will put your ad in front of your audience: browsers and Internet connec...  Read more

Make Sure that Banner Ad Style Meshes with Audience Sensibilities

By Lane McCulloch |  Apr 28, 2000

So you've researched your target audience's technical sophistication, and you've decided which technology you can safely and effectively use in your banne...  Read more

Design within Standard Banner Ad Specifications

By Lane McCulloch |  Apr 28, 2000

Banner ad design is evolving. As with anything else related to the Web, there are few hard-and-fast rules. However, Web advertising "pioneers" have discov...  Read more

Checklist: Tailor Your Banner Ad to Your Target Market

By Lane McCulloch |  Apr 28, 2000

Imagine spending thousands of dollars on a terrific television ad campaign, only to discover that your target customers don't own TV sets. That's approxim...  Read more

Checklist: Determine Your Banner Ad Campaign Objectives

By Lane McCulloch |  Mar 27, 2000

When it comes to banner ads, one size does not fit all. Are you trying to develop awareness of your brand, attract prospective customers to your site, or ...  Read more

Understand Branding (Awareness-Building) Campaigns

By Lane McCulloch |  Mar 27, 2000

What is the first thing that comes to mind when your customers think of your company? Great service? Low prices? Clever advertising or a catchy logo? Each...  Read more

Learn When to Use a Branding Campaign

By Lane McCulloch |  Mar 27, 2000

The objective of a branding campaign is to impress your firm's brand identity on potential customers, not necessarily to entice users to visit your site o...  Read more

Understand Click-Through (Traffic-Building) Campaigns

By Lane McCulloch |  Mar 27, 2000

Once you build a Web site, you need to put some effort into enticing customers to come visit. Banner ads can be a powerful way to invite people to your si...  Read more

Understand Sell-Through (Direct Sales) Campaigns

By Lane McCulloch |  Mar 27, 2000

Your site is up, and your shelves are stocked. It's time to sell. But first you need some customers. How do you get them not only "in the door" of your si...  Read more

Online 101: Marketing Your Web Site

By Shane McLaughlin |  Mar 16, 2000

In the few short years the World Wide Web has been open for business, banner advertisements have grown from a mere blip on the screen to a $2 billion indu...  Read more

Design and Copywriting for Effective Print Advertising

By Kimberly McCall |  Mar 14, 2000

"Good advertising" is certainly a subjective term. Different layouts, font styles, images, and copywriting styles appeal to different audiences. You can r...  Read more

Making the Most of Your (Limited) Marketing Dollars

By Kimberly McCall |  Mar 14, 2000

Like most small businesspeople, I have a limited amount of funds to devote to marketing and advertising. Even in a relatively small market like Portland, ...  Read more

What is the most effective form of advertising for a small business?

Mar 6, 2000

Marketing & Advertising mentor Jay Conrad Levinson responds: The most effective way of advertising a small business depends on the...  Read more

Upstarts: Nontraditional Ads

By John Grossmann |  Mar 1, 2000

Looking for a new place to stick your marketing message? Try fresh fruit. A look at how several new advertising companies are using new types of ads to reach...  Read more

Wowing Warren

By Arthur Lubow |  Mar 1, 2000

What sold Warren Buffett, the nation's preeminent investor, on Barry and Eliot Tatelman and their furniture business? The brothers' fun-loving spirit wasn't ...  Read more

The Banner-Ad Campaign Plan

Feb 16, 2000

The goal of any advertising campaign is to promote sales by getting the right messageto the right audience at the right time. Once you have identified you...  Read more

The Game of the Name

By Andrew Raskin |  Feb 1, 2000

Searching for the perfect name for your business? Here's why Internet start-up Gazooba.com chose an independent consultant over a high-profile firm to help b...  Read more

Myth 2: Traffic Will Make You Rich

By Anne Marie Borrego |  Feb 1, 2000

Blue Marlin CEO Erik Stuebe discusses the frustration of having people look but not buy.  Read more

Myth 6: Wild Ads Make Web Stars

By Anne Marie Borrego |  Feb 1, 2000

Think that memorable commercials will lure buyers to your Web site? Here's how Outpost.com discovered that an ad campaign must go beyond name recognition.  Read more

Wild Ads Make Web Stars: The Word from the Experts

By Inc. staff |  Feb 1, 2000

Ad campaigns for dot-coms should explain what the business does in order to be effective, say industry observers.  Read more