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Sold On Native Advertising

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ROI by Frank J. RichROI
BY FRANK J. RICH

Change is frightening. Habits are as hard in forming as in breaking. These simple truths explain a lot of things, perhaps, even the confusion over and use of “native advertising” as an alternative to so-called traditional advertising.

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July 11, 2014 |

Success Beliefs

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ROI by Frank J. RichROI
BY FRANK J. RICH

This column may read a little formulaic, but consider your own wisdom in light of it. When they align, I’ll have made the point. Truly, there are some things common to successful people; those who accomplish planned goals. The conclusions are from my own experience. (more…)

July 2, 2014 |

A Digital Media Future

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ROI by Frank J. RichROI
BY FRANK J. RICH

Digital may be the future, but is it working now? No and yes. Information and education grow the richness in things, in our lives. We relate more easily to things we understand, and the sense of them that warms the heart and excites the mind is a uniquely qualifying experience. The grace and power of a horse comes easily to mind, but more powerfully so when in the presence of one as it manifests the intentionality of its mighty and mysterious form. The earth thunders under its racing hooves, as 1,500 pounds of muscle and purpose whisks by. (more…)

June 27, 2014 |

It’s Personal

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ROI by Frank J. RichROI
BY FRANK J. RICH

A recent study boldly pronounced that returns from advertising in print outperform returns from digital media advertising. (GfK Starch Syndicated Research). Analysts at Starch studied consumer engagement with 500,000 print ads during the first quarter of 2014. Though the study focused on magazine titles, the findings logically extend to all forms of print advertising across many more product categories than the study’s 285. (more…)

June 20, 2014 |

Buyer Bionics

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ROI by Frank J. RichROI
BY FRANK J. RICH

I haven’t ridden the new Thunderbolt at Coney Island yet, but I’m feeling like the marketplace is a more thrilling ride. Things are changing, not least the buyer, and in ways that make her/him harder to figure out and easier to see at the same time. Confused? (more…)

June 13, 2014 |

Unlocking Opportunity

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ROI by Frank J. RichROI
BY FRANK J. RICH

A recent visit to the South brought into focus the cultural prerogatives so common to American regions across the land. California is “laid back,” the Deep South is lackadaisical, and the Midwest is “downright honest and pure,” at least according to literature and folklore. (more…)

June 9, 2014 |

Let’s Advertise, but Where?

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ROI by Frank J. RichROI
BY FRANK J. RICH

Advertisers may be getting smarter or just more courageous in commenting just how poorly much of their “digital” media spending is falling on deaf ears. Either way, smarter is the result. Before we get our knickers in a wad, this is no indictment against the use of digital media. But like all things, the choice of “marketing” tools has its place. (more…)

May 30, 2014 |
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