In the world of online advertising, the “click” is king. That’s because nearly every major website bases its ad rates on the number of hits it receives over a specific span of time. The idea is to attract potential clients by emphasizing how much traffic the website receives. But just because clicks act as currency in mobile marketing doesn’t mean that they’re reliable indicators of an ad’s effectiveness. After all, a person could have spent ten seconds or ten minutes Continue reading
In past posts, we’ve taken a look at the rise of mobile ads and how they were starting to beat out older forms of media for marketing dollars. Despite this growing dominance, however, the overall effectiveness of mobile ads remains suspect. For many they’re little more than a nuisance, something along the margins of the screen that can be easily ignored. Others see them as an intrusion on their privacy given the way that many mobile ads target certain Continue reading
Thanks to tough legislation and widespread public education, the number of U.S. smokers has declined 50 percent since the habit’s heyday in the 1950s. Although this significant customer drop-off has hurt many tobacco companies, business has been booming over the last few years for the iconic lighter brand Zippo. The Bradford, PA-based company earned $200 million in sales last year, a record for the lighter maker. What’s more, Zippo’s expanded global presence and diversified product line has increased sales by Continue reading
When it comes to innovation in business, creating a viable and valuable product is just the first step. After all, the arrival of the portable MP3 player made many companies stand up and take notice of this revolutionary device. One of those firms was Apple, who soon came to dominate the market with the iPod. Although the signature MP3 player was released later than its competitors, the product’s dependability and stylish design quickly allowed it to capture the bulk Continue reading
By the end of the year, mobile advertising spending will eclipse the amount of money that companies spend on old media like radio and newspapers. This historic shift shows just how far smartphones and tablets have come after less than a decade of existence. In contrast, newspapers have been in circulation for centuries while radio has been a media fixture for nearly 100 years.
Analysts estimate that companies will invest nearly $18 billion in mobile ads this year while newspapers Continue reading
Although it’s been more than six years since the start of the Great Recession, many in the restaurant industry have failed to adjust to the “new normal” created by the downturn. In fact, visits to U.S. restaurants have fallen by a staggering 1.3 billion since 2008. As American eateries become desperate for business, many have turned to gimmicky menu items to drum up interest. From Taco Bell’s Waffle Taco to the $100 “Never Ending Pasta Pass” at Olive Garden, restaurants Continue reading
As we mention in Chapter 3 of the textbook, culinary tastes can vary wildly all over the globe. Even the largest fast food chains step out of their comfort zones in order to cater to local flavors. For instance, KFC’s menu in China includes a traditional fried duck wrap, while Japan’s Pizza Hut outlets offer squid and sweet mayonnaise as toppings. But even these items pale in comparison to the latest unusual creation presented to Japanese consumers, this time courtesy Continue reading
Last year the retail chain Staples signed a contract to become the State of New York’s official office-supplies vendor, which looked like quite a coup at the time. After all, the agreement put Staples in direct contact with city halls, schools, police departments and charities across the state. In fact, the company was so desperate to tap this lucrative market that it pledged to sell a number of products for just a penny apiece. While this bold promise helped Staples Continue reading
Walmart became the largest retail chain in the U.S. by offering customers the same low prices every day. As it expanded globally, however, the company found out that not every culture responds to this pricing strategy. For instance, Walmart has had a hard time winning over Brazilian consumers despite opening 550 stores in nearly 200 cities. That’s because most people in the large South American nation are happy to hunt for the best deals at a variety of stores rather Continue reading
In the mid-20th century, many struggling nations around the world relied heavily on outside governments for assistance. Foreign aid of this nature accounted for 71 percent of all worldwide capital flows as recently as 1960. As the years progressed, however, governments largely removed themselves from the global development game. Today, foreign aid accounts for less than 1 percent of the U.S. budget and only 9 percent of current capital flows.
To fill this void, non-governmental organizations and groups such Continue reading