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Quantitative and Qualitative: What and Why
Category: General
Author: Karen Kallestad

Posted on Thursday, July 2, 2015
Smart advertising doesn't start with a clever idea for an ad. It starts with what and why.

"Smart advertising starts with knowing the market," says Shannon Bugge-Turman, Odney's director of research. "Without that knowledge, you may be using the wrong message or targeting the wrong audience. Market research identifies strengths, weaknesses and opportunities, and ensures that you reach the right audience at the right time with the right message."

Market research falls into two main categories:... more

What's in a name?
Category: Creative
Author: Karen Kallestad

Posted on Tuesday, June 9, 2015
One of the biggest decisions you'll ever make is naming your baby. Your corporate baby. Corporate names tend to stick around for a long, long time, or at least they do if the corporation is successful. While it may result in just one or two words, the name development process is one of the biggest creative challenges, for several reasons:

1. The name has to be memorable

2. It has to be meaningful - either a word... more

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