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What is Advertising?
Advertising is the art of persuading people to take some form of action in regards to a product or an idea. Advertising is based on a simple formula: AIDA. AIDA is the acronym for Attention, Interest, Desire, and Action. Advertising and marketing are interrelated in that both have the same desired end, to prompt the consumer to buy something. It's the methodology that makes them different.
What is Branding?
The three types of brands target individuals by appealing to them personally. There are primary, secondary, and tertiary brands. Primary brands are company umbrella brands that are firmly rooted with the consumer. Secondary brands modify the primary brand. Tertiary brands tend to be generic brands added to support the primary brand. Branding your product helps ensure brand loyalty.
What is Marketing?
Marketing is how individuals and businesses determine customer interest in their products. This is done by evaluating potential markets, market segments, competitors, as well as, promotion. What used to be simply about acquiring new customers is now about the whole of marketing communications. Integrated marketing takes into account all the tools of marketing. The tools of marketing include not only market research, but pricing, positioning, return on investment, and other competitive analyses. Outbound marketing includes public relations, advertising, social networking, and customer satisfaction.
Journal of Integrated Marketing Communications
What are Patents and Trademarks?
Patents and trademarks prevent other companies or people from making money off your invention. Patents are granted for products that have new traits from an old product and by which knowledge isn't apparent to the average person. You cannot patent a law of nature, suppositions, or printed material. There are three kinds of patents: utility, design, and plant species patents. Trademarks protect different kinds of intellectual property that help identify a product or service, such as an unregistered trademark which promotes goods, service marks, which promote service, and registered trademarks, which promote brand identity and goods.
Advertising Resources
What is Advertising?: Advertising prompts the consumer to buy products or ideas.
Advertisements Online: Advertising history resources, questions, and models.
Advertising in America: Extensive database containing materials drawn from the emergence of advertising in the United States from 1980-1920.
Advertising Parody: Fun, false advertising gallery featuring the "ads we love to hate."
Interactive Advertising: Collaborative advertising journal featuring both abstracts and full text from Michigan State University and the University of Texas at Austin.
Advertising Age Datacenter: Tons of information to explore in the Advertising Age databases about ad spending, marketing, brands, advertising, and specific market segmentation news. Some premium content, some free content. Click past the beginning Forbes-like ad to get to the home page. Worth looking through.
Glossary: Full glossary of advertising terms, including association acronyms.
Saturday Morning Commercials: See what advertisers geared toward kids back in the 60s through the 1980s.
Billboard Banning: Does the first amendment right to free speech extend to billboard advertising?
Advertising Examples: Tons of CLIO Award examples and resources from Syracuse University.
Advertising History: A bibliographic reference site about advertising and consumer culture from the 1800s to the 1970s.
Advertising Media Internet Center: Information about media and marketing professionals. Some areas of the site require free registration, but the data is worth your time.
Political Advertising Timeline: PBS's 1999 Emmy Award winning documentary "The:30 Second Candidate" supplement focuses on history and tricks of the trade.
Advertising and Semiotics: A short illustrated glossary to present interrelated concepts. Just click on the term in the left frame.
Occupational Outlook: Is a job in advertising, marketing, promotions, or PR a job that you want? Find out the training involved, the nature of the work, and the potential wages.
Brand Information
Poster Art: Branding is all about persuasion, and the poster artists of WWII had the technique down cold. Especially note the Uncle Sam poster, "I Want You !" Note the two psychological approaches to the exhibit.
Branding and Symbolism: Articles surrounding the issues of branding and symbolism, such as the illusions presented to consumers.
Brand Identity Traps: Examines four brand identity traps: image, position, external perspective and product-attribute fixation.
Building Your Brand: Types of brands, building brand personality, creating online identity, among other topics.
Managing Brand Portfolios: Brands are more than a single entity. A company has a portfolio of brand issues to manage. Here's some tips to help you unlock the potential of your brand portfolio.
Brand Personality: Describes the relationship basis model of branding.
Developing Brands: Geared toward minority business startups, find out what is in a name and how it can make or break your brand identity.
Rebranding a Company: Does a fresh identity help a company?
Brand Equity: How to build on this intangible company asset.
Branded Food Products: Links to articles and resources regarding brands of food products.
Store Brands: This $50 billion+ a year business is seeing unprecedented growth. What are the benefits of food store brand identity.
Branding Reading List: Resources for books, white papers, and articles on branding.
National Branding: Branding nations in the global marketplace.
Church Branding: How to build a ministry on a firm branding foundation.
Branding Mistakes: The 10 biggest branding mistakes, including the notion that "my product will sell itself."
Marketing Resources
Market Research: Portal of market research industry news and tools.
E-Lab Research: A five-year study of marketing implications on the Web.
IEG Sponsorship Report: Who is sponsoring whom and why; read all the latest news and data regarding sponsors.
Digital Marketing: Online resource for digital marketers including white papers, tools, and trends.
TV Watch: How far will the government dictate what families can watch on television? If only certain shows and their ads are allowed on television or are changed in fear of fines from the government, how does that affect the business of TV marketing?
Marketing Metrics: Articles on how to measure marketing goals, objectives, and how to quantify data and other analytics.
Gary Price's Lists of Lists: The go-to resource to find lists of anything on the web. Older lists tend to be free, newer lists require membership.
Library of Marketing Articles: Articles vary in subject matter, including mobile marketing, email marketing, and branding.
Simply Map: Develop thematic maps and market reports using this web-based application that utilizes demographics and marketing variables.
American Factfinder: Demographical data by state and subject from the U.S. Census Bureau.
Consumer Spending Expenditures: See the most recent data from consumer spending in America, from the Bureau of Labor Statistics.
Reference USA: Get pertinent business and marketing information from millions of companies in the United States.
Market Research Academic: Search the same databases as the marketing pros do. Free trial subscription, otherwise premium.
Marketing News: Multicultural aspects to marketing and media.
Hispanic Marketing Reports: Research and projects affecting Hispanic Marketing Communication.
Patents and Trademarks Resources
U.S. Patent and Trademark Office: Full-text and full-page image databases from the U.S. Department of Commerce.
International and U.S. Patents: Access 54 million patents worldwide, with analyses. There's a fee involved, but the information is extensive.
Trademark, Copyright, and Patent Law: Nolo.com's free law information on intellectual property, patents, and trade secrets.
Patent Law Primer: Overview of patent law, including information on patent applications.
General Patent Overview: How are patents processed? From the American Bar Association.
Trademark Law for Dunderheads: Xeroxing a copy? Using a Kleenex? Not unless it is their brand. Try using a tissue or making a copy instead.
International Trademark Association: Not-for-profit organization to support trademark owners worldwide.
Trademark Infringement: What constitutes infringement and how is it handled.
Trademark Law U.S. Code: Code 1051: application for use of trademark.
Case Study Law: New Kids on the Block vs. News America Publishing, Inc.; read the court case here.
Trademark Devices: What can be used as a trademark on the Internet?
Patent Examples: More than just the "blue ribbon copy," patents are substantiated by the meat inside the portfolio-the drawings and the text.
World Intellectual Property Organization: Gateway organization and information resource to anything that has to do with intellectual property: patents, trademarks, and copyrights. This includes a global patent search and property statistics.
Patent Timeline: Classified within four categories, see where patent calculations fall.
Provisional Patents: How to write your provisional patent.
LEEDS 23 The Calls, Leeds, LS2 7EH
LONDON 85 Clerkenwell Road, London, EC1R 5AR
©2010 Epiphany Solutions Limited
Contact | Sitemap | Accessibility