Advertising, frequently known as above the line expenditure,
and promotion is a powerful way to
differentiate your products and services. Doing business without
advertising, it has been said, "is like winking at a person in the dark. You
know what you are doing, but no one else does!"1
If your industry field is new, try to convince an industry
publication to survey it, or order an article about it and your company's
leadership position in this field. "Roughly six times as many people read
the average article as the average advertisement. Editors communicate better
than ad men," said advertising legend David Ogilvy about the power of the
Effective Advertising Slogans...
Harnessing the Power of Psychology...
Differentiating With Different Types of
Using the Right Colors...