Advertising


Recent Advertising Articles

Understand Advertising Cost Metrics

By Lane McCulloch |  May 10, 2000

Calculate customer acquisition cost and cost per sale to figure out your advertising costs.  Read more

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

By Lane McCulloch |  May 8, 2000

Decide whether you want to design a banner ad in-house or hand it off to an ad design firm.  Read more

Evaluate and Improve Your Banner Ad Campaign

By Lane McCulloch |  May 8, 2000

Finally your big payoff -- interpreting stats from the banner ads.  Read more

Understand the Costs Associated with Each Campaign Type

By Lane McCulloch |  May 8, 2000

Choose the most appropriate structure for your particular campaign type, whether your objective is branding, traffic-building, or immediate sales.  Read more

When to Use a Logo in a Web Banner

By Shari Thurow |  May 2, 2000

Will having your logo on banner ads help or harm response rates? A surprising answer.  Read more

In a Former Life: Lou Weisbach

By Ilan Mochari |  May 1, 2000

Lou Weisbach discusses the business lessons he learned as a high school basketball coach before founding his promotional-products business.  Read more

Design for Popular Browsers and Connections

By Lane McCulloch |  Apr 28, 2000

Your banner ad should be fast to download and easy to view on the most common connection types and browsers.  Read more

Make Sure that Banner Ad Style Meshes with Audience Sensibilities

By Lane McCulloch |  Apr 28, 2000

The style of your banner ad has to appeal to your audience.  Read more

Design within Standard Banner Ad Specifications

By Lane McCulloch |  Apr 28, 2000

Discover the hard-and-fast rules of banner ad design.  Read more

Checklist: Tailor Your Banner Ad to Your Target Market

By Lane McCulloch |  Apr 28, 2000

Your banner ads must match the technical capabilities of your audience.  Read more

Checklist: Determine Your Banner Ad Campaign Objectives

By Lane McCulloch |  Mar 27, 2000

Focus on these three golden rules to get the most out of your ad campaigns.  Read more

Understand Branding (Awareness-Building) Campaigns

By Lane McCulloch |  Mar 27, 2000

Discover how and when to use an awareness-building campaign for your business.  Read more

Learn When to Use a Branding Campaign

By Lane McCulloch |  Mar 27, 2000

Impress your firm's identity on potential customers by making an online branding campaign.  Read more

Understand Click-Through (Traffic-Building) Campaigns

By Lane McCulloch |  Mar 27, 2000

Entice customers to visit using click-through ads.  Read more

Understand Sell-Through (Direct Sales) Campaigns

By Lane McCulloch |  Mar 27, 2000

Drum up direct sales with a banner ad that lets customers find a product and purchase it with the greatest of ease.  Read more

Online 101: Marketing Your Web Site

By Shane McLaughlin |  Mar 16, 2000

Banner ads click with small businesses in the search for customers.  Read more

Design and Copywriting for Effective Print Advertising

By Kimberly McCall |  Mar 14, 2000

Consider the 40-40-20 rule and seven other tips for effective print advertising.  Read more

Making the Most of Your (Limited) Marketing Dollars

By Kimberly McCall |  Mar 14, 2000

How can you get more bang for your marketing buck? A look at four inexpensive ways to put your message in front of potential clients.  Read more

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

Mar 6, 2000

inc.com Marketing Advertising mentor Jay Conrad Levinson discusses ways to make inexpensive advertising work for you.  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

What do you don't know about Web-based advertising can hurt you. Here's a primer on building your brand, increasing traffic, and boosting sales on the Net.  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

Online Advertising Pricing Models

Jan 21, 2000

What will you pay to place a banner ad? It all depends on the pricing model the sites are using.  Read more

Tap the Untapped Billion-Dollar Co-Op Fund

By Kimberly Stansell |  Jan 18, 2000

How one business dipped into the $30 billion earmarked annually by manufacturers to help businesses stretch their advertising dollars.  Read more

Showdown at Inc.com

By George Gendron |  Jan 1, 2000

Inc. magazine's editor-in-chief discusses an on-line firestorm sparked by an Inc. Technology article. Plus: An introduction to some new Read more

Does Brand Draw Young Consumers Online?

Nov 29, 1999

Teens are online an average of 10 hours a week. Do you know what attracts them?  Read more

Luddites Strike Back

By Alessandra Bianchi |  Nov 15, 1999

Here's how Noble Clay, a pottery showroom in Maine, uses anti-Web marketing to draw customers.  Read more

Best of the Small Business Web: Seed Money

By Leigh Buchanan |  Nov 15, 1999

Starting with nothing, seed seller Prairie Frontier has blossomed into an E-commerce site that has everything.  Read more

Best of the Small Business Web: Pens and Tellers

By Leigh Buchanan |  Nov 15, 1999

WaterMark Group, a small vendor of automatic-teller supplies, didn't bank on becoming a profitable online publisher, but now its Web magazine brings in 40% o...  Read more

Best of the Small Business Web: Conjunction Junction

By Leigh Buchanan |  Nov 15, 1999

Compaero makes its connectors a cinch to buy while expanding its customer base.  Read more

Best of the Small Business Web: Diamond in the Rough

By Leigh Buchanan |  Nov 15, 1999

Pinnacle Building Systems' on-the-cheap Web site has paid enormous dividends for this modular-home builder.  Read more