Matthew Beebe, [email protected] 1. It is an investment It often gets forgotten that advertising is not an expense, but an investment. Much like financial investing, the goal is to make back more money than you put in. Return on investment is the name of the game. 2. Diversification is crucial If your financial adviser recommended that you put all of your money into just one stock, you would probably start looking for a new financial adviser. The same logic applies to investing in advertising. The key is to invest your money where your customers invest their time. This includes trade shows, industry...Read full articleRelated content from Photonics MediaPhotonics Handbook ArticlesMachine Vision Cameras: Making the Right SelectionTechnological advances have resulted in new, higher-quality sensors that enable machine vision cameras to deliver greater features and functionality at a lower cost than ever before. These factors...Photonics HandbookWebinarsFrom Product to Profit: The Powerful Impact of Early-stage, User-Based ResearchAdditional Q&A - Q: How can I distribute my questionnaire? If I am in the early stage of designing a specific product for India and I know my target audience... How can I reach them? Do you...Photonics.com 7/30/2014Advanced Optoacoustic and Fluorescence Techniques for Noninvasive Scalable Imaging of Mammalian BrainNeuroscience has a fundamental need for more efficient and less intrusive ways to observe the activity of large distributed neuronal populations and related vascular changes at multiple spatial and...Photonics.com 10/28/2021How to Engineer a Successful Robotic Bin-Picking ApplicationThis webinar will discuss common pitfalls you may run into when attempting to engineer a bin-picking application and the best strategies for avoiding them. You will learn how to achieve a bin-picking...Photonics.com 5/23/2018Neuroscience in the Everyday WorldRecent advancements in wearable functional NIR spectroscopy (fNIRS) devices and signal processing tools expand the repertoire of unconstrained experiments for neuroscientific research. Meryem Ayse...Photonics.com 10/27/2021Photonics Dictionary TermsvideographyVideography refers to the process of capturing moving images and recording them in a digital format. It involves the use of video cameras, lighting equipment, and audio recording devices to create...Photonics DictionaryacrylicAcrylic refers to a type of synthetic polymer material known for its versatility, clarity, and durability. It is commonly used in a wide range of applications due to its beneficial properties. Here...Photonics Dictionarydichroic mirrorA dichroic mirror, also known as a dichroic beamsplitter or interference filter beamsplitter, is an optical device that selectively reflects or transmits light based on its wavelength. Dichroic...Photonics Dictionaryfunctional near-infrared spectroscopyFunctional near-infrared spectroscopy (fNIRS) is a non-invasive neuroimaging technique that measures changes in hemoglobin concentration in the brain. It utilizes near-infrared light to penetrate the...Photonics DictionaryPhotonics Buyers' Guide CategoriesOptical CoatingsOptical coatings are thin layers of materials applied to optical components, such as lenses, mirrors, filters, and prisms, to modify their reflective and transmissive properties. These coatings are...Elliptical, Parabolic and Dichroic Coated Beam ReflectorsFiber Optic MicrointerferometersDichroic CoatingsA dichroic coating is an optical coating designed to selectively transmit or reflect certain wavelengths of light while simultaneously absorbing or transmitting other wavelengths. Dichroic coatings...CompaniesShanghai Optics Inc.ISO 9001 & ISO 13485 certified and D&B DUNS # 113515303 Shanghai Optics is an unparalleled custom system solution provider offering advance precision custom optical design, engineering,...Photonics Buyers' GuideReynard CorporationReynard Corporation has been a premier supplier of custom optics and thin-film coatings to a global customer base since 1984. Reynard focuses on manufacturing the highest quality products with...Photonics Buyers' GuideSutter Instrument CompanyIn 1977, Dale Flaming, a scientist working at the University of California at San Francisco, was having difficulty reliably producing micropipettes. He developed the first electronically controlled...Photonics Buyers' GuideAndover CorporationWith over 40 years of experience, Andover Corporation is a recognized world leader in the manufacture of high-quality optical coatings and optical filters. We have an extensive line of...Photonics Buyers' Guide