What is a subliminal message and how do companies use them in advertising?

Various shapes, words, or colors can make small but powerful associations between a brand and an intended meaning. Brands like Amazon or FedEx have mastered this even in just their logo. Subliminal messages are one way to create this meaningful and lasting association for customers. Subliminal messages can be used through many mediums – whether it's a TV commercial, print ad, or email campaign. It taps into a customer's subconscious mind and creates repeated exposure to form a brand meaning. Fro...
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The beginner’s guide to cost per acquisition (CPA)

Knowing how to measure the effectiveness of your online advertising campaigns is essential for any business and cost per acquisition (CPA) is one of the most important metrics for calculating the return on your investment. Whether conversion is represented by a sale, click, registration, or download, "the best way to measure your content's converting capabilities and, in turn, its resonance is cost per acquisition," writes Clifford Chi. Here, he shares an overview of how to calculate your CPA an...
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Should you be using Facebook or Youtube ads?


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Google is rebranding AdWords, and launching a new advertising tool for small businesses

Google is streamlining its advertising options to reflect changes in consumers' browsing habits. While two of the company's core advertising products—AdWords and DoubleClick—are retiring, new brands are being rolled out this month to replace them. The aim of the new products—Google Ads, Google Marketing Platform, and Google Ad Manager—is to help advertisers engage customers across different channels and devices. Here, Jemima McEvoy shares more about the latest changes and what the introduction o...
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The 11 rules of highly profitable companies

Your business needs be profitable to remain operational. You don't just want your business to survive however you want it to thrive and that means finding ways to increase profitability. Often it's the simplest ideas that are the most effective. The key is to generate the most profit for the least amount of effort and to maximize your margins without sacrificing quality, says best selling author, investor and podcast host Tim Ferriss. Here, he shares some top tips from high performing CEOs ...
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What is the difference between marketing, advertising, and branding? A simple analogy to help explain

The terms marketing, advertising and branding can be confusing for entrepreneurs who are just starting out. While all three components work together to boost your company's reputation and increase sales, there are crucial differences between them. Taking the time to understand these differences not only helps you speak more knowledgably about your business and strategy it also enhances your credibility—especially when it comes to pitching your business to potential investors. Here, entrepreneur,...
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What marketers need to know about the new “Year of the Woman”

Despite some progress in the portrayal of women in advertising, brands have yet to stem the tide of objectified images that continues to dominate the media. Women's roles as consumers have evolved yet marketers are struggling to keep up with the pace of change while avoiding misguided strategies that create a backlash and alienate the very demographic they aim to engage. Here Elizabeth Paul, senior vice president of strategy at MullenLowe Boston, shares how marketers need to step up to the plate...
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Should startups invest in native advertising?

Before we start to answer this question, you might be wondering about the term, native advertising. Just what does this mean? Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed. In other words, the ad looks just like the content around it. So, if you use native advertising on your website or someone else's, it wouldn't look like an ad. Native advertising is the new buzzword, and in this article, we...
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How co:collective is using the power of stories to revitalize companies

Brands are being challenged to engage consumers in ever more compelling ways, and sometimes even the most captivating story isn't enough on its own to ignite passionate support for your brand. This is when you need to explore new ways of bringing your brand to life through innovation and customer experience—and why growth accelerator co:collective is keen to transform businesses from "storytellers" into "storydoers." P. Claire Dodson shares here the key takeaways from a workshop exploring the me...
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Tips for digital advertising


In today's digital world, to help shape the odds in your favour you need to consider including digital advertising as part of your marketing mix. According to eMarketer , digital advertising is growing, with spend predicted to reach $335 billion globally by 2020, representing almost half of total media spend. It is, of course, important to get it right. Here are some tips to help you. 1. Use emotion You'll have probably heard that people remember how you make them feel. American poet, memoirist,...
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