Category: marketing

Advertising Functions

  Many business firms as well as not-for-profit organizations have faith in advertising. In general, advertising is valued because it is recognized as performing five critical communications functions: (1) informing, (2) influencing, (3) reminding and increasing salience, (4) adding value, […]

The Psychology of Color in Marketing and Branding

The psychology of color as it relates to persuasion is one of the most interesting–and most controversial–aspects of marketing. The reason: Most of today’s conversations on colors and persuasion consist of hunches, anecdotal evidence and advertisers blowing smoke about “colors […]

The Consumer Decision Process: An Overview , By MIE

The Consumer Decision Process: An Overview The conceptual model in Figure presents the basic steps consumers go through in making a purchase decision. As you can see, the full process involves a rather lengthy sequence of activities: problem recognition (which […]

Marketing KPIs and Metrics

Marketing KPIs and Metrics Online marketing is an integrated effort that requires consolidating all of the moving pieces to get a clear view of your performance. Any marketer worth their salt knows that to be successful, you need to constantly […]