By: Amy Stokes, Ph.D. The communication process is complex and often unsuccessful; but when your company’s sales depend on using advertising to connect with potential consumers, it is critically important to get it right. While advertising is somewhat notorious for its failed attempts, there are a few tried-and-true creative strategies to help guide the process. … [Read more...] about Bears Business Brief: Process of communication can be complex and unsuccessful
By: Amy Stokes, PhD Everybody likes to talk about the fun and creative part of advertising, but nobody wants to talk about paying for it. Advertising is one of those budget items that can easily be placed at the bottom of the priority list because the line from payment to profitability is not always a straight one. It is sometimes hard to quantify the impact advertising is … [Read more...] about Bears Business Brief: Advertising isn’t just about fun and creativity
By Amy Stokes, Ph.D. I remember growing up in church and thinking the people teaching my Sunday School classes were so old. Now, 25 years later I realize they were the age I am currently (not old!) and they are just now approaching old age. As a teenager, my mother constantly reminded me that perception is 99 percent the rule. Although her words stuck with me, it was a life … [Read more...] about Bears Business Brief-The Importance of Perspective: Mine, Yours, Theirs
One of the foundational principles of communication is to know your audience, and we all know it is impossible to know everybody. This makes the implementation of target marketing a necessity for every business. Narrowly targeting a specific group of people is beneficial in two main ways. First, it is much easier to make your message relevant to a group of people the … [Read more...] about Bears Business Brief – Targeting: Remove blindfold, hit bull’s-eye
The college chapter of the American Advertising Federation (AAF), or as it is known on campus, Ad Club, took 15 students to New York City February 12-16. While in the city, students participated in two agency visits and the AAF Mosaic National Career Fair. Dr. Amy Stokes, marketing assistant professor and Ad Club advisor, accompanied the group. "This trip was an … [Read more...] about Ad Club students gain practical experience during NYC visit