Articles

According to sales experts, email marketing is still an effective way to acquire customers, indeed more effective than advertising campaigns on Facebook and Twitter combined. Research by McKinsey states that...

A teaser campaign is an advertising campaign that typically addresses the audience’s curiosity without fully revealing either the nature or the name and the brand or the advertised product. It...

For twenty years banner ads have proliferated on the internet. Now, the ecosystem is seemingly disappearing, and so are these weeds. Journalists write their opinions and describe facts according to...

Traditional marketing standards are changing. The proliferation of products reduces the number of initial-consideration potential brands, hence the competition. Who wins? Active consumers. As consumers, we were used to being...

For many years I have worked in communication in healthcare field, developing dozens of campaigns that aimed at raising awareness on cardiovascular and oncological prevention in different European countries. Every...

In economics, a commodity is a good requested by the market that is offered without a particular differentiation compared to competitors. Wheat, oil, copper, just to name a few, easily understandable examples. They are basic, not elaborate...

Some years ago a friend of mine was sent to jail. He had gotten into some serious trouble. Everyone (or almost so) turned away from him. As it often happens when a negative occasion takes place, you look around and...

Sixteen days after the mysterious disappearance of the Malaysian Airlines airplane, the tragic confirmation of what was feared arrived through a short message. The SMS contained this short message: “Malaysian...

The trailer of the film Lassie Come Home (1943), after having shown a series of books in a domestic environment, highlighted at the end a nowadays well-known concept: a good...

Some time ago during an editorial meeting, a little pedantic speaker stopped me asserting that all print media are influenced by advertising. The thesis I was sustaining was, on the...