The creative department of an advertising agency or in-house marketing department relies much more on facts and figures than concepts and slogans. The bottom-line goal of any advertising idea should ...

Magazine advertising can be an effective part of your promotion mix, which is a combination of advertising, promotions and publicity. To build customer awareness of your brand, product or service, ...

As a CEO, you know that your company’s strategic plan starts with your mission statement and lays out your business’s mid-and long-term goals. Implementing the actual work usually involves a set of ...

It’s October! And, that means that those of us in the Midwest, are preparing for hibernation. It’s truly a bittersweet time of year. Yeah, the fall colors are nice. Yeah, we’ve got Brett Favre in ...

Forbes contributors publish independent expert analyses and insights. I am an advertising veteran and current CEO of Ideasicle.com. This article is more than 10 years old. There are so many good ...

The “big idea,” long the Holy Grail for brands, signifies an obsessive search for a “transformative” brand platform that speaks much louder than a tag line. The iconic “Just Do It” is perhaps the most ...

Although there are a thousand ways in which a small business is different from large ventures, none is more significant than the size of their respective customer bases. While a large business ...

In his 1983 book, On Advertising, master David Ogilvy held forth on the central tenet to sell products: “You can do homework from now until doomsday, but you will never win fame and fortune unless you ...

(Ad) The average age of a house in the United States is now reaching 46 years, which means that most homes need some repair and improvement. Because of the COVID-19 pandemic, people are now more aware ...