Unlock the Power of Money Words: How Founders Can Write Copy That Converts

The words we use — or don’t use — impact decisions and, in turn, money. Money words are the execution arm of persuasion. If we can agree that the words we choose are persuasive levers — and our job is to pull those levers intentionally and strategically — then allow me to share with you two money words and one lose-money word. They are the … [ Read more ]

What Makes Some Ads More Shareable Than Others?

Shared content is a goldmine for marketers, but it’s tough to determine exactly what moves viewers enough to want to share. A new study from Wharton marketing professor Jonah Berger and Daniel McDuff of Microsoft Research looks at the emotional triggers — happiness, sadness, and even disgust — that make people want to share advertising content.

Three PPC Landing Page Tips Hardly Anyone Takes Advantage Of

In PPC advertising, landing pages are crucial to performance. But it’s not just any landing page that will work for your industry or company. You can read all the advice you want and apply all the supposed best-practices that experts tout, but sometimes those practices do the opposite of what you want. So with all the PPC landing page tips out there, how do you … [ Read more ]

“We Know Who You Are” Is a Profitable Pitch

Bottom Line: Despite privacy concerns, businesses can benefit from including personalized information about potential customers in their email advertising appeals.

Solving the Search vs. Display Advertising Quandary

Internet advertising was supposed to make it easier for marketers to measure the impact of their ad buys. But a basic question remains: Do search ads or do display ads create more customers on the web? Research by Professor Sunil Gupta.

Creating Online Ads We Want to Watch

The mere fact that an online video advertisement reaches a viewer’s computer screen does not guarantee that the ad actually reaches the viewer. New experimental research by Thales S. Teixeira looks at how advertisers can effectively capture and keep viewers’ attention by evoking certain emotional responses.

Warning to Direct Marketers: Asking These Questions Will Kill Your Conversions

Can asking a question in an ad increase sales?

A question is a tool. And as with any tool, any copywriting strategy or tactic, if a question is not formulated and handled with proper caution it could indeed do immeasurably more harm than good.

The 12 Kinds of Ads

Slate offers an overview of 12 kinds of advertisements with accompanying video illustrations.

Emotional Stimuli Can Influence Financial Risk-Raking

Can a picture of a pretty woman actually boost sales for a car—or a motorcycle? According to a recent study, erotic images can stimulate a portion of the brain in heterosexual males that is associated with anticipation of reward.

Sixteen Proven Techniques for Better B2B Sales Leads Generation with Print Advertising

Is one of the goals of your business-to-business advertising sales leads generation for your salespeople, representatives, distributors or resellers? Consider these proven B2B sales leads generation techniques gleaned from working with over 170 companies and some of the best marketers in the business.


The celebrity endorsement, driven more by gut feel than hard data, remains a bit of a black box for ROI-focused marketers.

Ad Placement: You’re Getting Warmer

Advertisement drives the revenue of the Internet industry. Learning about the science associated with successful ad campaigns can only benefit you and your site. With this in mind, an eyetracking study performed by Eyetrack III attempted to determine which sections of a webpage the human eyes focus. Eyetrack accomplished this by creating mock pages containing text and advertisements. Test subjects then reviewed the documents while … [ Read more ]

Mixed Messages: How Men And Women Differ In Their Responses To Marketing Messages

Marketers continue to seek the answers: which advertisements resonate with men, and which with women? In most cases, a single page of advertising with a bold headline, few lines of text and a simple image generally appeals to male audiences, while an ad with multiple images and lots of imagination-provoking detail and text is effective with female consumers. According to Chicago associate marketing professor Joan … [ Read more ]

Accounting For Tastes: A Simple Theory of Advertising As A Good Or Bad

“Economists, traditionally, have had a very uneasy relationship with advertising,” says University of Chicago professor Gary Becker. “Consumer preferences were thought to be either too stable or too easily manipulated.” But in his latest book, “Accounting For Tastes,” Becker employs the tools of modern economic analysis to confront the problem of preferences and values — how they are formed and how they affect our behavior. … [ Read more ]

Corporate Logos for Sale: How to capture the real value from sponsorship marketing

Companies have long tied their corporate logos to well-known sports teams and celebrities as a way to increase brand recognition and target a well-defined customer segment. But for many companies, the choice of a sponsorship property-whether it is the NFL, World Cup soccer or a brooding rock star-is often based on the CEO’s favorite past time or as a means of gaining access to high-profile … [ Read more ]

Banner Ads Click with Consumers: Online Advertising for Customer Retention

Banner advertising helps companies retain customers by bringing them back to a company’s Web site faster and encouraging them to spend more.

That Ad is So Entertaining…But Can It Sell? Who Knows

An entertaining commercial on a prime-time television show might be a good way to build a brand’s image, but a straightforward spot with a prominent toll-free phone number is the best way for a company to move inventory fast, according to Ron Bliwas, chief executive of ad agency A. Eicoff & Co., who spoke last month at Wharton. Bliwas discussed both successful and unsuccessful commercials, … [ Read more ]

Better Methods

Suppose you could really figure out why advertising works.

Editor’s Note: discusses the Taguchi Method, something those with engineering and/or manufacturing backgrounds may have heard of.