When you use the same marketing for everyone who might buy your product or service, you're using the undifferentiated marketing approach. This is also called mass marketing and, as noted by the ...

The purposes of advertising are to inform, remind, convince and persuade consumers about the value and merits of specific brands. Advertisers use a number of specific appeals to tap into target ...

In today’s market, companies win or lose based on their digital experience. Accelerating app and website growth is a top priority, and companies nailing this have one thing in common: Their marketing ...

PR pro, president of Dalton Agency's Nashville office, author of “The Joy of Propaganda: The How and Why of Public Relations and Marketing.” Today, consumers demand that companies not only offer ...

While many travel companies are struggling to survive, Google has the resources to keep innovating and rolling out new products despite the travel advertising downturn. As with flights and hotels, ...

According to the matchup hypothesis, endorsers are more effective when there is a "fit" between the endorser and product (Kamins 1990). In the following article, two experiments, originally featured ...