Marketing executives have spent decades perfecting ways to measure advertising effectiveness. Brand recall studies, aided awareness surveys, and post-campaign research all ask variations of the same ...

A marketing mix includes multiple areas of focus as part of a comprehensive marketing plan. The term often refers to a common ...

Forbes contributors publish independent expert analyses and insights. Melissa Houston covers financial issues that affect women in business. Running a small business involves managing various critical ...

Published in a new book on trusted advertising, Kantar’s analysis of ‘The Works’ data highlights why confusing ads ...

Advertising is the engine of trade, and these words are known not only to sellers but also to buyers. Indeed, it is often because of the beauty of the ad or the originality of the commercial that we ...

Learn how these principles can improve your company's marketing and get marketing strategy tips from business experts.

The Fast Company Executive Board is a private, fee-based network of influential leaders, experts, executives, and entrepreneurs who share their insights with our audience. As businesses continue to ...

Balancing efficiency and effectiveness is a cornerstone to successful marketing and no easy feat. Here we explore how to get it done. In marketing, efficiency may involve increasing conversion rates ...

In today’s digital age of online everything, it is easy to forget about face-to-face interaction. This is especially true of business marketing, where physical advertising has taken a backseat to ...

I recall once speaking with the owner of a computer consulting firm whose business was gaining momentum through word-of-mouth referrals. Now, she said, her company needed some marketing. The question ...

When social media first entered the scene in the early 2000s, it may have been easy to dismiss the likes of Facebook as a fad or a passing phase. However, as Facebook transformed from an idea ...

One of the hardest things an advisor can face when going RIA is creating an authentic brand and finding the right marketing strategies to build awareness and attract clients to their firm. First and ...