Columnists

Generally speaking, there are two types of advertising. Image advertising, which is often referred to as institutional advertising, is designed to create a positive overall impression. The objective of response advertising is to generate immediate results.

In his latest column for the WNA, veteran sales trainer John Faust examines one category of response advertising — the free offer — and provides 10 ideas for successful advertising campaigns.

Advertising alone can't keep a business going. From the perspective of a sales rep, it can be a frustrating and disappointing reality.

In his latest "Ad-libs" column, veteran sales trainer John Foust shares several lessons that can be learned from failed advertising campaigns — all of which can make for more successful and beneficial sales relationships in the future.

Empty advertising headlines that speak to no one in particular are ineffective and a waste of the advertiser's budget.

In his most recent "Ad Libs" column, veteran sales trainer John Foust provides a four-step formula that can help you generate more sales for your newspaper and for your advertisers. The end result will be a series of targeted and consistent messages, instead of the same watered-down ad over and over again, he writes.

Every ad has some kind of personality — and it's important not to leave the ingredient to chance.

In his latest "Ad-libs" column, veteran sales trainer John Foust takes a look at four things that can help clients' ads stand out from their competitors on the page and on the screen.

In many cases, there are lessons to be learned from negative boss-employee encounters.

In his latest "Ad-libs" column, John Foust shares four examples of things a boss can do that may ruin morale among employees.