Cultural Targeting: The Key to Online Consumer Receptivity
May 29, 2012

Since the beginning of advertising, successful marketers have recognized the importance of consumer research. And it has long been accepted that consumer research should establish how promotional offers can satisfy the needs of customers in specific target markets. The analysis presented in this article suggests that the cultural context (the social, technological, political, economic and physical environment) of consumers should set the foundation for understanding how to satisfy their needs and for meeting their expectations. This article will explore why cultural target market research should be analyzed to qualify relevant content and viable consumers.

101 Examples of Social Business ROI
January 13, 2012

A few years ago, I put together a list of social media marketing examples. The list contains 324 examples of brands putting social media to use and at that point in the social media industry's evolution, it was the best of what was around (and still might be). Now that initiatives have been in market, any reasonable business manager would expect to see program results. However, quantified results in social business and brands willing to stand behind them are difficult to find. But the truth is out there …

Keep Your Market Healthy
December 1, 2008

Want to earn healthy profits? There are close to 3 million nurses in the U.S., says Diana Mason, registered nurse, Ph.D., and editor-in-chief of the American Journal of Nursing. According to the Bureau of Labor Statistics, the middle half of all registered nurses earned between $47,710 and $69,850 in 2006, and the highest-paid 10 percent made more than $83,440.

The Most Important Ads You Will Ever Write
March 19, 2007

The most important ads you will ever write are the help wanted classifieds that will bring the right people into your life and will enable your career to take off like a rocket and keep you in orbit. Is it a good idea to outsource the copy to a puffed-up, high-priced headhunter or a $22K junior assistant in the HR department? About Hiring When I first became president and editor of Target Marketing in 1993, the magazine was losing torrents of money. Two huge tasks faced me: giving the book editorial credibility and finding a few good sales reps that could convince old advertisers

Famous Last Words: Great Book, Lousy Promotion
December 1, 2006

A large box arrived from Elsevier, unsolicited and containing a wonderful book—essential reading for anyone who writes the English language whether for fun or for business communications. The title: “Gabay’s Copywriters’ Compendium: The definitive creative writer’s guide” (Elsevier Butterworth-Heinemann). Its 700-plus pages are packed with copywriting secrets, business quotations and speech writing how-tos, as well as with insights on PR writing, Web writing, proofreading, punctuation, grammar, metaphors and a ton more. It is fast, funny and chock-a-block full of actionable information on what to say, what not to say, how to say it and how not to say it. Marketers will find a wealth of valuable

Book Club: Welcome to Mobile Marketing
July 1, 2006

Mobile marketing is a relatively new concept for U.S. consumers and marketers alike. So much so, that you may not really have a handle on how this burgeoning channel works or what it can add to your marketing mix. And although Alex Michael and Ben Salter of U.K.-based new-media company Sprite Interactive are on the leading edge of this technology, their new book “Mobile Marketing” (Elsevier, $29.95) does not shy away from discussing the challenges, limitations and market confusion about the mobile channel. As they write in the preface, “There is so much hype about how mobile will do this or that, and how