Category Archives: retail

Kinds of Perception


A stimulus is physical information we receive through our senses. Advertising stimuli can appear in a variety of forms: a window display at a local department store, the brightly colored labels on cans of Campbell’s tomato soup, or even the red price tag on a pair of skis at the Sport Chalet. These objects are all physical in nature; they stimulate our senses (with varying degrees of intensity) in ways that can be measured. Continue reading Kinds of Perception

The Relationship between Marketing & Advertising

The Relationship between Marketing & Advertising

Marketing is the business process management uses to plan and execute the conception, pricing, promotion, and distribution of its products, whether they are goods, services, brands, or even ideas. The ultimate purpose of marketing is to create exchanges that satisfy the perceived needs, wants, and objectives of individuals and organizations. Continue reading The Relationship between Marketing & Advertising

How to invest & dis-invest in advertising

Investing in Advertising

In terms of profitability, investing in advertising is justified only if the incremental revenue generated from the advertising exceeds the advertising expense. In other words, if the advertising expense is $X, then over the long term (i.e., not necessarily immediately) revenue attributable to the advertising must be more than $X to justify the investment. Continue reading How to invest & dis-invest in advertising