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How much should you spend on advertising?
Advertising spend – oh if it were that easy. There are established methods from percentage of turnover to more elaborate methods but ultimately it’s ‘feel’, experience and good planning. As a smaller business, if you take the ‘finger in the air’ approach, you can improve your judgement by recognising if your goal or marketing objective is ambitious […]
Where has all the Good Content gone?
Science research papers are ‘content’ – to apply a marketing term – and we expect them to be ethical, thoroughly researched and the pillar of good content; the ‘paper’ a role model because it is original. If it is cited, then it’s likely to be debated and challenged from a new perspective (therefore re-introducing original […]