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Credibility – Image, Identity and Ethos (Anne Katrine Lund, Helle Petersen)

Credibility is a prerequisite for trusting anything which we read or hear. Credibility is the cement of society. It is the prerequisite for us listening to each other. It is important to distinguish between image, identity and ethos. We define image as a wish, by the sender of the message, to appear in a certain … Continue reading

The Dream Society – How the coming shift from information to imagination will transform your business (Rolf Jensen McGraw)

There are six market profiles: 1. Adventures for Sale 2. The Market for Togetherness, Friendship, and Love 3. The Market for Care 4. The Who-am-I Market 5. The Market for Peace of Mind 6. The Market for Convictions In the Information Society, our work has been driven by information technology; in the Dream Society, our … Continue reading

“Media landscapes in the Age of the Creative Man” by Copenhagen Institute for Futures Studies

3 society logics: industrial logic, dream society logic and creative man’s logic Who is Creative Man? Creative Man is, of course, both genders. Creative Man embraces both creative people and innovators. Creative Man is both the person full of brilliant, exciting ideas, who seldom, if ever, carries them out; and her counterpart who can take … Continue reading

Advertising, Sales promotion, and Public Relation from “Principles of Marketing” (Philip Kotler & Gary Armstrong)

Companies must do more than make good products – they must inform consumers about product benefits and carefully position products in consumers’ minds. To do this, they must skillfully use the mass-promotion tools of advertising, sales promotion, and public relations. ADVERTISING Advertising represents any paid form of nonspersonal presentation and promotion of ideas, goods, or … Continue reading

Crafting your copy from Web copy that sells (Maria Veloso)

“You can have everything in life you want if you will just help enough other people get what they want” (Zig Ziglar) CONSTRUCTING YOUR WEB COPY The purpose of web copy is to generate leads, customers, sales, and consequently profits for a website. (Web copy should not be confused with web content, which is simply … Continue reading

A simple Blueprint for Writing Killer Web Copy from Web Copy that Sells (Maria Veloso)

Before you write one word of copy, you must first: – know your objective – know your target audience – know the product or service Your objective: What are you trying to accomplish? What response are you trying to obtain? Your objective might not be to make a sale, but rather to get your reader … Continue reading

Motivating Design and abstract from a thesis in Information Knowledge (Jens Hofman Hansen)

What is persuasive design? Persuasive design is an attempt to realize companies’ or organizations’ intent to make users act in a certain way or to change their attitudes towards something during their visit on a web site. The concept of persuasive design is to examine the users’ motives for doing certain things and constructing your … Continue reading

Integrated Marketing Communication Strategy from Principles of Marketing by Philip Kotler & Gary Armstrong

Under the concept of integrated marketing communications, a company will carefully coordinate the promotion elements to deliver a clear, consistent, and compelling message about the organization and its products. Mini campaign: “let’s not use the size of our vehicle to make up for other shortcomings” MINI communications campaign has been impressive both for what it … Continue reading

Segmenting Consumer Markets from Principles of Marketing by Phillip Kotler

SEGMENTING CONSUMER MARKETS Geographic segmentation – dividing a market into different geographical units such as nations, states, regions, counties, cities, or neighborhoods. Demographic segmentations – dividing the market into groups based on demographic variables such as age, sex, family size, family life-cycle, income, occupation, education, religion, race and nationality. AGE consumer needs and wants change … Continue reading

Flow in Web Design in Speed up your site: Web Site Optimization (Andrew B. king)

“You’re having so much fun that you want this moment to last forever.” Mihaly Csikszentmihalyi calls these exceptional moments flow experiences. Flow can occur in practically any activity, including browsing the web. This “optimal experience” is “intrinsically enjoyable”. Time seems to stand still, and we lose our sense of self. Well-designed web sites can also … Continue reading