Stimulus generalization explains why we respond to new products the same way we respond to familiar ones they resemble. Here’s how marketers use it, and defend against it.
Stimulus Generalization in Consumer Behavior Find Out More...
Idea generation and screening are the first two stages of new product development. Here’s how companies find product ideas, then filter them before committing real money.
What is Idea Generation and Screening? Find Out More...
Product labels identify, inform, persuade, and keep a company compliant, all at once. Here’s how labeling works as both a legal requirement and a marketing tool.
The Role of Product Labeling Find Out More...
Comparative advertising directly names or identifies a competitor to make its case. Here’s how it works, the rules that govern it, and when it pays off.
What is Comparative Advertising? Find Out More...
Brand storytelling uses narrative, not just features, to connect with customers. Here’s how it works, with a practical example of building a brand story from scratch.
What is Brand Storytelling? Find Out More...
Product placement puts a brand’s product inside a movie, show, or game instead of around it. Here’s how it works, when it pays off, and what marketers weigh before using it.
Understanding Product Placement Find Out More...
A logo is more than a shape or wordmark. Here’s what a logo actually does for a brand, why logo changes are so risky, and what marketers need to think about.
What is the Role of a Logo? Find Out More...
Slotting allowances, also known as slotting fees, are fees paid by manufacturers to retailers as a kind of compensation for the shelf space allocated to their products.
What are Slotting Allowances? Find Out More...
Push money is a direct payment from a manufacturer to retail sales staff to encourage them to recommend a specific product over competitors.
What is Push Money? Find Out More...
Non-store retailing covers every way businesses sell to consumers outside a physical store, from direct selling and mail order to vending and e-commerce.
What is Non-Store Retailing? Find Out More...
