Pros: Magazines offer specific demographic targeting, longer lasting shelf-life, greater reader involvement, and high quality reproduction and color.

Cons: Magazines have a longer lead time, higher costs when compared to newspapers, smaller audiences, and require more catchy and creative ad design (higher cost).

Pros: Newspapers target a large audience, make geographic targeting possible, provide split-run testing ability, and offer immediate exposure.

Cons: Newspapers are cluttered and print with poor quality reproduction, most ads focus on sales and promotions (rather than branding), and they have a very short shelf-life.

When you develop an advertising campaign, a careful consideration of the available media outlets must be part of your plan. Every media outlet comes with its own individual pros and cons. A great media outlet for one company may not necessarily be a good option for another – even in the same industry. Even a… Read the rest

Marketing strategies are nothing without a rationale. Your rationale statement provides a narrative explaining how and why you have chosen a particular strategy. This establishes your logic pattern and helps others to understand why a strategy is the best option. This helps people in the future pick up where you leave off and complete a… Read the rest

Webmasters often ask, “What are some ways that I can improve my website’s performance in Google?” or, “How does SEO really work?” There are literally endless answers to these questions and for the inexperienced webmaster it can be a daunting task to filter through all the SEO advice and articles on the web.

In… Read the rest