When you put an ad on a billboard, many people see it. It’s enormous, it’s grand… but how far away can it be spotted? Its reach is measured in short distance.

When you put an ad in a magazine, more people see it. It’s vivid and directed… but it has a similar type of limitation.

Regardless of format, print ads can only cover so much space.

These ads serve a purpose within a certain scope… but they’re limited by access. Billboards can only be seen by people passing a precise location. Magazines can only be seen by people with subscriptions or single issues, often within a certain area. When it comes to physical media space, there are strict physical limitations.

Continue reading "The Physical Boundaries of Physical Advertising" »

Posted by Jonathan Sauer at 09:38 AM
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When it comes to brand awareness, online advertising is hardly valued. In terms of measurement, the success of online advertising is mostly based on conversions. The metrics that marketers focus on are total leads or sales, CPA, conversion rates, and ROI. However, what about the impression? What about the click? These are not valued the same way as traditional mediums. So how can we put a value to it? I have some answers.

Continue reading "Make an Impression with Online Brand Value" »

Posted by Nick Bartolomeo at 11:12 AM
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Student recruiting has slowly been evolving from traditional methods to utilizing the vast resources of the Internet. Some universities have caught on…some have not. Most universities are using the same traditional mediums and traditional branding that they have been using for years. Well it’s 2007, and Web 2.0 is almost two years old, so it’s about time to embrace it!

Continue reading "Education Marketing and Recruiting 2.0" »

Posted by Lindsay Parsons at 08:07 AM
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As I finish preparing, er I mean rehearsing, for my speaking engagement/panel discussion tomorrow on The Impact of Creativity on Social and Political Policy, I can't help but be reminded of how far political campaigns have come online...and how far they still need to go.

I've been fortunate to have been involved with helping a number of high-profile, regional candidates in leveraging the Internet for not only strategic advantage, but to better connect with their constituents. Even in "earlier" elections, like the 2003 Mayor's race in Philadelphia - emerging technologies, communications lifecycles, permission-based communications and online surveys were utilized to foster communications, mobilize volunteers and boost campaign contributions. Today, the grab-bag of Internet solutions being leveraged by political candidates is staggering. One problem though. They're really dropping the ball on the execution of those solutions.

Continue reading "Falling short, online" »

Posted by Anthony Campisi at 07:15 PM
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