Every company knows they need to devote some of their advertising resources to the web. If you’re going to make effective use of your advertising dollars, you need to properly define what it is you’ve set out to do. Following are five priorities to consider when developing an online advertising campaign. Internet advertising usually falls into one of three categories: Actual sales. Brand awareness. Some advertising serves simply to put your business’ name in front of those potential movers and shakers in your industry. Identify your goals.  Leads. MORE >>

The point of this ad is to position brand in your mind as a benevolent corporate citizen and its goal is to get you to choose Home Depot over Lowe ’s the next time you need lumber or lightbulbs. Everything is advertising. So whether we like it or not, every time a brand outwardly communicates that they’ve done something good for the community, it crosses over from public relations into advertising. For example, the fact that McDonald ’s mascot Ronald McDonald is the icon for the Ronald McDonald House is advertising. But in the end, it’s all advertising. MORE >>

In fact, almost every brand doing meaningful work can be accused of providing some product or service that can be harmful, and many so-called villains contribute to important social programs. So Transparency, authenticity and accountability from brands is paramount. But it’s unrealistic to expect brands to exercise their duty to society and their shareholders without difficult compromises being made. Does that mean brands get a free pass to some degree? However, I don’t think this battle can be won by demonizing brands. So what do we do? MORE >>

Last year we highlighted a great presentation from Paul Isakson on the future of marketing and advertising , where his argument was that advertising was dead and the future was marketing. This week, Isakson updated this presentation and theory for 2009, with an equally good presentation on what’s next in marketing and advertising. In this he looks at the constantly evolving marketing world and the way that marketing and advertising is reacting to and evolving with this. What’s Next In Marketing And Advertising (2009). Image by jurvetson via Flickr. MORE >>

Nielsen ‘s Global Advertising Trends, Q1 2012 report  was released revealing three key trends that will a profound impact on your business. On the global level, the web is leading advertising growth. growth and magazines advertising that actually shrunk by 1.4%. in the chart below, it’s worth noticing that newspaper advertising dropped by 2.1% If Internet ad growth is outstripping all other media, and newspaper and magazine advertising continues to fall in the U.S., Advertising Brands Future Social media NielsenShifting focus to the U.S. MORE >>