Advertising

Promoting certain products may make marketers uncomfortable

Marketing’s Moral Dilemma

Marketers are happiest when someone buys what we promote. But what happens when the things we promote are at odds with our moral preferences?

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A unique approach helped a new product connect with the market

A Heroic Product Launch

When introducing a new product into a crowded market, sometimes the most important challenge is to get noticed. Creative approaches, executed well, can make the difference.

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Spread ads like this helped dramatically increase product market share

Creativity Builds Market Share

When your new product has entrenched competition, it can be difficult to effectively gain substantial market share. A creative approach with superior execution may be just what the doctor ordered. The Challenge: Build market acceptance and grow share for a new medical technology. Background: High technology medical equipment is typically installed in teaching hospitals before [...]

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Thumbnail image for 2011 SuperBowl Advertisements

2011 SuperBowl Advertisements

Which came first, the SuperBowl or the ads? The evolution of SuperBowl advertising has, in some circles, eclipsed the SuperBowl itself. How does this year’s crop stack up?

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Spread from Audi A3 Brochure

Design Counts

Good design can sell a lot of products and elevate a brand. Just ask Apple and Target, who’ve had success brandishing design as a potent marketing weapon. Conversely, bad design can undermine a brand.

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