Create easy-to-use PDFs that perform
Portable Document Format (PDF) files give you a great way to send documents that recipients can view exactly as you designed them. But how do you make PDFs that work best for your specific application?
With the variety of options in Adobe® Acrobat®, you can create PDFs that fit precisely what you [...]

How to use trademarks to protect your brands
Your company creates unique products that are protected by trademarks. But are you using your marks correctly? What’s the difference between a registered and unregistered trademark? And what the heck is a service mark?
If you know how to properly apply and use your marks, you’ll not only make [...]

Know what makes the news and gain the right exposure.
Exciting things are happening at your company, and you think everyone should know. But is anyone outside of your company interested in your new products, recent awards or current accomplishments?
Deciding what story to pitch to the media — and how to pitch it — can go [...]

Techniques to help your message avoid getting filtered or deleted
Spam chokes everyone’s inbox. Filters fight to keep pace with shifty spammers. New laws struggle to regulate it. Recipients delete unrecognized messages without reading them. The Internet has made communications easier and harder at the same time.
E-marketing offers efficient and valuable ways to broadcast your message, [...]

10 ways to drive more sales and create more opportunities
One of the biggest advantages of using traditional direct mail and e-mail to generate leads is your ability to target specific prospects based on common criteria … and efficiently move them through the sales cycle.
Effective direct marketing programs establish an ongoing dialogue based on your customer’s [...]

Does staring out the window help you think? Maybe it’s because the vast, blue sky gives your mind room to play. Or maybe it’s biochemical. According to a recent study published in the journal Science, the color red can make people’s work more accurate, but blue can make people more creative.

Get perfect shots for your marketing materials
A digital camera is handy to take shots for company brochures, newsletters, ads or other marketing materials. But other than pointing and shooting — and crossing your fingers — you may not know how to produce good quality shots that will make your materials look as professional as they [...]

Can the creative process be performed by a computer? Apparently so, at least for simple Web ads. Two new California companies, Adisn of Long Beach and Tumri of Mountain View, are pioneering this new method. They create ads on the fly based on visitors’ surfing behavior, Web page content or the behavioral, contextual or demographic criteria the advertiser [...]

Use variable data printing to speak one-on-one to your target
You may print hundreds, or thousands, of catalogs featuring your product line. You may send thousands of brochures featuring your top-selling products. But your audience may care only about some of what you’re trying to sell them. Or they may ignore you completely.
For a price, you [...]

Use design to increase readability
Making your documents easy to read and understand takes more than good writing. You need to take a long look at how all the images in your manuals and instruction materials are working as well.
Knowing when and how to use photos and illustrations increases the readership, understandability and clarity of your [...]