#30277
Imposing Order On The Chaos Of Marketing Materials Development 
A good relationship with internal clients, accompanied by well-defined procedures, makes the creative process of developing marketing materials as smooth as possible.
Kruell, Christopher P. STC Proceedings (1994). Articles>Business Communication>Marketing
#29016
Two separate studies, conducted among a total sample of 147 adults, explored the communicative effectiveness of imprecise frequency descriptors within the context of direct to consumer prescription drug advertising. Study One used imprecise frequency descriptors to describe level of side effect occurrence and then asked consumers to numerically estimate the frequency of side effect occurrence. A comparison of consumers estimated to actual level of incidence indicated that they are unable to accurately estimate level of side effect occurrence when those levels are described by an imprecise frequency descriptor. Study Two presented consumers with a list of side effects preceded by an imprecise frequency descriptor. Consumers were then asked to estimate the relative likelihood of side effect occurrence. The results indicated that consumers are unable to accurately estimate the relative likelihood of side effect occurrence when a list of side effects are preceded by an imprecise frequency descriptor. The pattern of consumer response across both studies indicates that when imprecise frequency descriptors are used to describe the incidence of side effects within the context of direct to consumer prescription drug advertising, consumers estimate likelihood of side effect occurrence on the basis of an intuitive judgment of the side effect s commonness/severity within the general population.
Davis, Joel J. Journal of Technical Writing and Communication (1999). Articles>Scientific Communication>Biomedical>Marketing
#31064
In-Text Ads Swap Clutter for Context
The prevalence of online banners and text ads have made all but the most annoying online ads nearly transparent to online users. To stand out from the crowd, some marketers are turning to a simple, relevant and transparent advertising format: the text link.
Janisch, Troy. Icon Interactive (2007). Articles>Web Design>Marketing
#28054
Incompetent Email Marketing = Lost Future Opportunities
Lack of personalization made an email newsletter completely useless to the recipient, damaging long-term customer relationship efforts.
Nielsen, Jakob. Alertbox (2006). Articles>Business Communication>Correspondence>Marketing
#26628
Incompetent Email Marketing = Lost Future Opportunities
Lack of personalization made an email newsletter completely useless to the recipient, damaging long-term customer relationship efforts.
Nielsen, Jakob. Alertbox (2005). Articles>Business Communication>Email>Marketing
#20849
Inconspicuous Consumption: Lessons for Web Design from Mall and Retail Design
While many scour the web for new ideas on web design, others are looking elsewhere.
Carliner, Saul. Boxes and Arrows (2003). Design>Web Design>Marketing
#26126
Increasing Visibility: Building Demand for Technical Communication Services
Good technical communication is critical to the success of products and ultimately to the success of companies. But even the most perfect manuals may go unread, and the most elegant help systems may go unnoticed unless you take the time to promote the quality and necessity of your work. You need to showcase your talents and to encourage people throughout your company--and the community--to value and understand the work that you do. This will ideally lead to more respect, better pay, and more interesting work.
Huettner, Brenda P. TECHWR-L (2005). Articles>TC>Marketing
#31445
The Independent Contract: What's In, What's Out
Many years ago I was asked to develop a marketing package for the environmental practice group of a large, Washington-based law firm. When I submitted the draft I got exclamations of delight and a promise to provide quick feedback from all the principals. It never came, and my phone queries went unanswered. So I waited, and waited, and waited—and then waited some more.
Steigman, Daria. Communication World Bulletin (2005). Careers>Freelance>Marketing>Environmental
#22407
In the publishing process, as in the finished book, the index comes last. It cannot be created until pages have been laid out and finalized. By this time everyone, including the author, is (1) tired and (2) worried about the publication deadline. First-time non-fiction authors who had acceded blithely to doing their own index now quail at the task they've undertaken—and, more often than not, underestimated.
Rodberg, Lillian R. GaryConroy.com (1992). Articles>Indexing>Marketing
#31336
Internal and External Brand: Two Sides of the Same Coin
Internal branding is alive and well, and continues to evolve as more people realize how powerful it is as a business tool. You may hear it called by different names, such as employer branding, employee branding or employee value propositioning, but whatever the term, it is an important and useful concept.
Covill, Simon. Communication World Bulletin (2006). Articles>Business Communication>Marketing>Workplace
#31334
Internal Branding: Communicating and Measuring the Impact
A recent Gallup poll showed that 69 percent of employees are disengaged at work. A survey of human resources managers by PricewaterhouseCoopers in the U.K. found that only 26 percent of employees demonstrated brand values in their day-to-day behavior. These figures suggest that internal branding efforts are perhaps not producing the desired effect. "Living the brand" initiatives cannot work when the majority of employees are not tuned in at work. Great brands are built by consistently delivering on the brand promise, which requires employee engagement with that brand.
Venkat, Ramesh. Communication World Bulletin (2006). Articles>Business Communication>Marketing>Workplace
#31335
Internal Marketing vs. Internal Branding: It's All About Connections
Employee engagement, getting employees to "live the brand," gaining employee buy-in—today's managers are trying to wrap their minds around these critical practices through internal marketing and internal branding. But not everyone understands these concepts. You even hear people use the terms interchangeably, even though there are a number of differences between these concepts.
Stershic, Sybil F. and Debra Semans. Communication World Bulletin (2006). Articles>Business Communication>Marketing>Workplace
#31386
International Marketing for the Internet: The Power of Virtual Shopping
Linda, an American living abroad in a country with limited merchandise, orders online for books, contact lenses, and smoked ham. Her Dutch husband buys from www.amazon.com and www.ebay.com because U.S.-based retail web sites offer a wide range of goods at a cheaper price than their adopted country, including lower import duties and lower shipping costs from U.S.-based cargo carriers.
Lopez, Joselito T. Communication World Bulletin (2005). Articles>Web Design>Marketing>International
#25100
Internet Advertising and the Law
The Internet is a new marketing frontier where the rules and regulations are rapidly evolving. Governments throughout the world aim to redress this imbalance by providing protection to their citizens through laws and regulations which control the use of advertising.
Hudson, Roger. Usability.com.au (1999). Articles>Web Design>Legal>Marketing
#31384
Internet Marketing for 2005: Making Your Web Site Visible to Your Audience
The Internet is a free medium, just like roads and highways. There are those who walk and those who run, some who drive taxis, some Ferraris, and others tractor-trailers. To each his own-the roads are all free. Thank heaven. With such a powerful tool at our command, why is so much of the Internet so underutilized, and why is so much of Internet marketing so increasingly ineffective?
Javed, Naseem. Communication World Bulletin (2005). Articles>Web Design>Marketing
#25946
Internet Marketing: What NOT to Do (And What Not to Fall For)
Do you sell over the Internet? If you do, and if your goal is to develop a long-lasting, trusting relationship with your customers, here are some things to avoid doing. And if you're buying over the Internet, here are some things to watch out for.
#28860
Introduction to Search Engine Optimization
This introduction to search engine optimization will outline some of the basic principles of SEO and explain how they can be used to improve your web pages' performance in search results.
Mercurytide (2007). Design>Web Design>Marketing>Search Engine Optimization
#31564
Is the New CEO Allowed to Care?
The brand experts and advertising gurus tell us that "caring is commercial," but this has not changed the behavior or profile of many chief executives. One new chief immediately canceled the daily VIP lunch delivered to his office and instead went down to the staff canteen, sitting among his workforce. In another case, a tough CEO confronts an aggressive media at an annual meeting and declares, "Our task it to manage the business to provide maximum return for our shareholders -- end of story." In these cases, communicators provide support and advice, yet in many instances, the decision about profile is made before they are called in.
Manallack, Stephen. Communication World Bulletin (2003). Articles>Business Communication>Management>Marketing
#31506
Is Your Design Really Working? How To Make Sure Your Branding Efforts Are Paying Off
There are few things in life more subjective than graphic design and color. You like blue, but the client likes green. You want to use illustration, but the client prefers photography. You like a serif typeface, the client doesn’t. As the designer, you believe the choice should be yours because that’s why you went to college and have spent years working on design and branding projects for other clients. The client feels because it’s their money, it’s their call. However, the truth lies somewhere in between. In spite of client/vendor differences, you are both trying to achieve the same goal: to create design and branding elements that make the strongest, most memorable impression to generate maximum visibility and produce the most sales possible.
DeVeau, Richard. Communication World Bulletin (2004). Articles>Business Communication>Marketing
#13564
I recently encountered a young web entrepreneur who understands that in business, 'no' doesn't necessarily mean 'never,' and that a last ditch sales pitch can pay off - maybe not today or tomorrow, but some day. It's a wise investment because one sales letter can be adapted and personalized for many different uses over time. And it can help you retrieve prospects you thought you had lost!
Reimer, Heather. Write Thinking (2002). Careers>Consulting>Marketing>Business Communication
#31508
Laws of Web Site Management and Digital Branding
We urgently need a quick crash course on web site management; otherwise, connecting with potential customers will become a very tough challenge. Lucky are those who have a unique domain name without the additional baggage of extraneous language, numbers, dashes or slashes. Studies have shown that 90 percent of business names are problematic. These problems are serious issues for achieving higher visibility.
Javed, Naseem. Communication World Bulletin (2004). Articles>Web Design>Project Management>Marketing
#13255
Making the move to marketing communication writing allows you to leverage your existing skills and requires that you gain some new ones.
Ausman, Deborah, Michele E. Davis, Kelli Gant and Laura Mulcahy. STC Proceedings (2000). Careers>TC>Marketing
#31716
Making the Transition From Techcom to Marcom
At first glance, technical communication (techcom) and technical marketing communication (marcom) appear to be very different genres. Where traditional techcom strives to help people use products, marcom seeks to make people realize they need products.
Simard, Christy. Writing Assistance (2007). Careers>TC>Technical Writing>Marketing
#19121
Making Web Advertisements Work
There are many reasons why advertisements don't work well on the Web, but it is most unsettling when an ad actually portrays something relevant to users and still fails. Why would this occur? Well, to start, we must consider why text ads work so well on search engines. Each user has a goal -- perhaps it is to learn about digital cameras, perhaps to purchase a book. In either case, users' attention is focused on whatever gets them to their goal; they ignore everything else. When users enter search queries, the targeted ads that the engine returns relate directly to what users are after. Hence, they look at and follow the ads. Indeed, such advertisements probably have an advantage over the plain search results because they show both that the advertiser is competent and has a direct interest in serving consumers.
Nielsen, Jakob and Donald A. Norman. Alertbox (2003). Design>Web Design>Marketing>Usability
#31391
Making Your Old Brand New: How to Reinvigorate Your Brand With a Memorable Tagline
In the customer's mind, your brand is forever being weighed, measured, compared and tested. To ensure its continued vitality and effectiveness, refresh and reaffirm your brand on a routine basis. The question is: How can you breathe new life into your old brand without reinventing the wheel or busting your budget? Think tagline.
Swartz, Eric. Communication World Bulletin (2005). Careers>Management>Marketing
