BroadVision Marketing Blog

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As a company grows from the single founder to a multi-personnel team, the founder needs to be able to identify good leaders among the group. A great salesman might not be a great leader. So it is important to distinguish between good performance skills and leadership performance skills. Can the person you are looking at learn to be a good leader? Some people are natural leaders and they will be obvious. It is identifying the ones that have the capability to learn leadership over time that are hard to find.l

Here are some traits to help you identify the potential leader.

Topics: Marketing Principles, Leadership

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Advertising claims are not what they appear to be. While we tend to look at ads as ineffective, advertisers know better. While people refuse to admit that they are influenced by ads, sales figures show that a well-designed ad campaign has dramatic affects. What become obvious as we study ads is that a lot of what is working is below the radar and people don’t even realize they are big conned.

In the 1970s Jefferty Schrank (attributions listed at the end of the article) presented a new way of looking at ads and some of the legal ways advertisers tell part of the truth and part that is not while most people don’t get it.

Topics: Social Media, Marketing Principles

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We have been looking at advertising and the needs an item is supposed to fulfill. Now it’s time to look at the language of advertising claims. This is a hot topic because advertising affects sales much more than people think it does. We know advertising works because we can statistically study the results through surveys and sales figures. That most people don’t think they are influenced by advertising shows how naïve people are and how well advertisements work below the radar.

Topics: Marketing Plan, Marketing Principles

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Guest Blogger Ann Mullen

In the previous part of this report, we talked about how Frank W. Baker came to put Jeb Fowles’ Advertising 15 Basic Appeals on the internet. We looked at the first three appeals and I added my cute little remarks. Today we are going to look at numbers 4 through 9. I want you to remember that even if I don’t discuss the need for sex in every one of these, that a lot of times the number one need is in evidence by the youthful appearance of the actors, if nothing else.

Topics: Marketing Plan, Marketing Principles

[caption id="" align="alignleft" width="210" caption="Advertising from 1890sGuest Blogger Ann Mullen"] [/caption]

Guest Blogger Ann Mullen

When advertising began at the end of the 1800s, it was enough to just put a drawing of the item in the newspaper. Quickly, salesman started putting a pretty girl next to the item and advertisement appeals began getting complicated.

In the 1970s Jib Fowles published a paper, “Mass advertising as social forecast: A proposed method for futures research, that the abstract said, “is an attempt to develop a procedure for anticipating broad socialcultural change by a decade. . . .culled with an content analysis of mass marketing.” In the report Fowles looks at 15 of advertising’s basic appeals, for when showing a tube of tooth paste is not enough.

Shirley Biagi, wrote a textbook “Media/Impact: An Introduction of Mass Media” now in its 8 ^th edition, that put Fowles’ list of appeals in her book.  At the time of Biagi’s 4 ^th edition, Frank W. Baker took the list from her book and put it on the internet at http://www.frankwbaker.com/fowles.htm.  Baker’s interest is in education and media literacy.

Topics: Advertising, Television advertisement, Fowles, Marketing Plan, Facebook, Marketing Principles

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As we pursue a study of advertising, we are still asking if large businesses are going to take over social media to the detriment of its social nature. Let’s look at media and advertising approaches over the internet.

Actually, advertising by the large businesses have already come to the internet as consumers spend more time on their computers getting their music and news often their movies. Advertising on the net is a new development in the ongoing genesis of the medium. Prices for web-based ad space depend on the relevance of the surrounding information and the traffic the site receives.

Topics: Social Media, Marketing Principles

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We are still looking at the basics in advertising.  We all agree that advertisers are people who pay money to put up a message though a medium, including digital media, physical advertising, online, and product placement. Let’s take a closer look at digital advertising, physical advertising and promotions.

Digital advertising

Television commercials are “The” most efficient mass-marketing advertising platform. That’s why they cost the big bucks, especially during popular airtime, like prime time or the Super Bowl football game. In 2009 the single 30 second spot during the game cost its advertiser $3 million. Besides just showing the ad, the advertiser includes a song or jingle that help people remember the product. Virtual advertisements on television are interesting phenomena. They are mostly used at sporting events where the backdrop has computer graphics that changes as different products are displayed.

Topics: Using Different Media, Advertising, Marketing and Advertising, Super Bowl, Email lists, Product placement, blog, Marketing Plan, Facebook, Social Media, Marketing Principles, Business, Branding, Marketing strategy

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Since we have been having conversations about large businesses taking over social media as an advertising platform, I think it’s time to back up a bit and consider the basics of advertising.

What is advertising? Advertising is a way to persuade a targeted group to do something in regard to ideas, services or products.  It can take many different communications forms. The purpose is to drive the targeted group into behaving in a certain way. Advertising can be about buying products, but also about things like selecting a political side and voting.  The driving force pays for the advertising and places it in mass media settings, including but not limited to television commercials, direct mail, magazine, newspapers, bill boards and, of course, social media websites, email and text messages.

Topics: marketing, Using Different Media, Advertising, Marketing and Advertising, United States, Television advertisement, marketing mix, Marketing Plan, Social Media, Marketing Principles, Business

Keywords—you know you can buy lists of them or buy help sorting out what yours are—but what are keywords really, what‘s the deal with them,  and how can you figure out which ones to use?

Defining keywords, keywords define search

People use keywords all the time. When you put what you are searching for in Google or the other search engines, you are using keywords. Search engines go through enormous data bases and send you results by listing sites that apply to the words you “googled”.

Topics: Google, Web search engine, WordPress, Uniform Resource Locator, Keywords, Kevin Sinclair, website, Marketing Plan, Search Engine Optimization, Social Media, Marketing Principles

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Gaurav Ojha of TechPluto asked the question, “Is Alexa Web Analytics Flawed and Inaccurate?” He mentioned two other services you might want to look into Complete and comScore as sites to view traffic on your own web as well as scope out your competition’s traffic. You can read about them and a few others below.

Topics: Social Media, Marketing Principles