Whatever else advertising is trying to do, whether with words or pictures, its purpose always is to impart information. The information isn't always about a product or service, though.

The purpose of online display advertising is Relevance, Recency and Engagement. Better targeting increases the likelihood that we are putting the right ad in front of the right consumer (relevance).

Advertising provides a direct line of communication to your existing and prospective customers about your product or service. The purpose of advertising is to: Make customers aware of your product ...

Late last year, Effectiveness Researcher Peter Field caused a storm in the world of purpose when he called for an end to the “vitriolic criticism heaped on brand purpose”, arguing that well-executed ...

Business Roundtable made headlines in August when it announced its new Statement on the Purpose of a Corporation. The statement, signed by 181 CEOs of some of the biggest corporations in the U.S ...

Advertising veterans say that purpose has become the utmost important factor for brands today which is why not all work that the creative agencies do today is pro bono but is actually aimed at ...

This article examines the potential value of purpose-driven advertising to brands and how Dove, the consumer goods brand, has delivered great economic and societal value. The concept of 'brand purpose ...

According to a new consumer sentiment survey commissioned by NCSolutions (NCS), nearly six in 10 (58%) of members of Gen Z don’t like advertising that interrupts the content they’re enjoying, compared ...

What is the purpose of online advertising? Erwin Ephron, godfather of modern media planning, stopped by the Clickable offices for a visit last week. I felt as if he shared 40 years of advertising ...