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Advertising For The Long Haul and Not the Short Term Gains


 New Age Media Concepts issues its first article of many that will focus on the advertising and marketing industry.

"If a young man tells his date she's intelligent, looks lovely, and is a great conversationalist, he's saying the right things to the right person and that's marketing. If the young man tells his date how handsome, smart and successful he is -- that's advertising. If someone else tells the young woman how handsome, smart and successful her date is -- that's public relations." By S.H. Simmons.

 

Welcome to New Age Media Concepts, Inc. where we understand your needs and how to maximize your marketing dollar.

 

Marketing is your strategy for allocating resources (time and money) in order to achieve your objectives.

People have their own unique perceptions of the world based on their belief system. The most innovative ideas, the greatest products, or a superior service succeed only when you market within the context of people's perceptions.  This is true from something as simple as the pet rock craze of the 1970s to the marketing muscle of Wall Street and the Internet boom of the 1990s.

Context can be many things, singly or simultaneously. To name a few, you may market to your customers within the context of their wants, needs, problems solved, or situation improved. Current and potential advertisers need to be aware of many other contexts, such as social and economic trends or governmental regulations.

People don't just "buy" a product or a service. They "buy" the concept of what that product will do for them, or help them do for themselves.  People just don't "buy" a laundry detergent, they buy the perceived notion of what that laundry detergent brand says it can accomplish for them. Otherwise every brand in the supermarket will be a no-frills. This is not to say that if a product fails to meet the customers' expectations that product will be successful in the long haul. No amount of advertising and marketing will help a failed product succeed in that scenario.

To have a successful campaign a product or service must understand that they need to start out with something a consumer needs, wants, or improves their situation and that product or service actually does help the consumer for the long haul.

The New York Times said it best in a recent article, "Companies can't Buy Love with Bargains" Building brand loyalty is more than just hyping the consumer into buying a product, it's gaining their trust and the trust of their family both today and for years to come. One example of great brand building is H.J. Heinz, (NYSE: HNZ) they have been around for decades and they gained the loyalty and trust of the consumer spanning generations, now that is great brand building.

Anyone could hype a brand for short term gains but that doesn't accomplish the goals of the advertiser or the consumer. It looks good initially but what happens when the product isn't flying off the shelves any longer and the consumers have lost trust in the product or the company?. Of course you need new and innovative ways to get your message to the consumer but this message has to be geared to building consumer loyalty and not just hype. Even the largest companies make this mistake and pay for it with decreased sales and profit margins.

 

So whether a consumer is buying a car from Ford (NYSE: F) , a can of beer from Anheuser Busch (NYSE:BUD) or software from Microsoft (Nasdaq:MSFT), the advertiser needs to cater to the needs of the consumer.

Louis Victor has been involved in the investment, advertising, marketing and public relations industries for close to two decades.


Todays News by officejax free advertising and ad exchange solutionsAdvertising news and reports updated Mon. July / 23 / 2018

This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news


Variety

Alibaba Looking at Expansion in Advertising, Media Sectors
Variety
China's e-commerce giant, Alibaba has agreed to pay $2.23 billion for a roughly 10% stake in Focus Media. The digital advertising company which operates screens in subways and elevators across China. The move holds the potential to boost Alibaba's core ...
Tencent, Alibaba May Buy Minority Stakes In WPP's Chinese Operation To Boost Advertising BusinessChina Money Network
WPP in talks with Alibaba and Tencent over tie-upIrish Times
WPP China in talks to sell stake to Alibaba, CMC, TencentCampaign Asia-Pacific
Sky News
all 56 news articles »


York Daily Record/Sunday News

Abc27 continues to lose advertising following harassment complaints
York Daily Record/Sunday News
Platinum Preowned LLC in Carlisle has suspended advertising with abc27 following complaints of workplace harassment at the station, according to PennLive, and Faulkner Automotive Group has done the same. Mike Dorazio, owner of Platinum Preowned in ...



Telegraph.co.uk

Love Island advertising is 'fuelling body insecurities among teenagers'
Telegraph.co.uk
Broadcast advertisers should be subject to a new duty of care to protect young people's mental health, NHS leaders have said. The Advertising Standards Authority (ASA) is being urged to clamp down on advertisements which fuel body insecurity among ...

and more »


PRØHBTD to Host 'The Future of Cannabis' Workshop Sessions at Advertising Week APAC
Odessa American
LOS ANGELES--(BUSINESS WIRE)--Jul 22, 2018--In a continuation of its exclusive strategic partnership with Advertising Week, PRØHBTD, the leading cannabis lifestyle media and brand platform, will host the “Future of Cannabis” program at Advertising ...



AdAge.com

Amazon to test new ground for its Sponsored Products ads: the rest of the internet
AdAge.com
Sponsored Products accounts for the majority of ad revenue, 88 percent, that Amazon makes from search-based advertising, according to a report last week from marketing technology and data firm Merkle. Another format, units called Headline Search that ...



Addiction Advertising Appointed by Energy Market Authority of Singapore
PR Newswire (press release)
STOCKHOLM, July 23, 2018 /PRNewswire/ --. RYVL's Singaporean agency, Addiction Advertising, today announces it has been appointed by the Energy Market Authority of Singapore (EMA) to overhaul its employer branding, following a competitive pitch ...
Addiction Advertising to overhaul branding for Energy Market Authority of SingaporeMumbrella Asia

all 3 news articles »


Senior Analyst Advertising Effectiveness and Modeling
mediabistro.com
The Senior Analyst of Advertising Effectiveness and Modeling at NBCU will be a key member of the NBCU Ad Sales Insights and Measurement team. S/he will work closely with the Senior Director of Advertising Effectiveness and Optimization who drives the ...



Forbes

Why Blockchain Could Be The Downfall Of YouTube Advertising
Forbes
With recent announcements showing that teenagers are now watching an hour a day of YouTube, you might think that this is huge news for the advertising industry. A captive audience stuck between ad breaks should be every advertiser's dream yet instead, ...



Business Insider

What you need to know in advertising today
Business Insider
That's according to a new report from BuzzFeed News, which also says Facebook internally views the Trump campaign as an advertising "innovator." In fact, internal documents at Facebook show that its own marketing strategy was influenced by what it ...



Business Wire (press release)

PRØHBTD to Host 'The Future of Cannabis' Workshop Sessions at ...
Business Wire (press release)
PRØHBTD, the leading cannabis lifestyle media and brand platform, will host the “Future of Cannabis” program at Advertising Week APAC.


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