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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 Sat. August / 19 / 2017


Variety

Complex Networks, Fuse Media to Offer Joint Advertising Packages
Variety
“This alliance is an organic extension of our brand and with Fuse, we have identified a truly like-minded partner interested in offering both the audience and the advertising community the untraditional and unexpected,” said Rich Antoniello, CEO of ...
Complex Networks and Fuse Media Join Forces on a Content and ...Adweek

all 7 news articles »


Hollywood Reporter

Dale Spina, Former Advertising Executive at Warner Bros., Dies at 66
Hollywood Reporter
He was the co-head of the studio's in-house Idea Place and came up with poster copy for 'Chariots of Fire. Dale Spina, a longtime advertising executive and copywriter at Warner Bros. who helped with the marketing campaigns for such acclaimed studio ...

and more »



Forbes

10 Years On: The iPhone's Impact On Advertising
Forbes
One industry that the iPhone has had an unquestioningly huge impact on is digital advertising. In 2007, worldwide mobile advertising spend amounted to a paltry $1.7 billion, whereas this year it will amount to $143 billion. Within just 10 years, this ...



Borough advertising for new manager
Pocono Record
STROUDSBURG — The borough is advertising for a replacement for Brian Bond, who's leaving Sept. 18 to become East Stroudsburg's borough manager. Appointed by the Borough Council, the borough manager serves as the borough's chief executive ...



Nieman Journalism Lab at Harvard

One of the big advertising groups is partnering with Digital Content ...
Nieman Journalism Lab at Harvard
Last May Digital Content Next, a trade organization that represents many of the big digital media companies, launched TrustX, a curated, automated ad-buying ...

and more »


FOX31 Denver

Fire department says company misusing its name to get advertising business
FOX31 Denver
BROOMFIELD, Colo. -- North Metro Fire District said a business is using its name without permission to entice companies into purchasing advertising space on their magnets. North Metro Fire spokeswoman Sara Farris said a business called the fire ...



Forbes

Why Data-Driven Advertising Will Be The Next Frontier
Forbes
I had a chance to interview John Kenny, the Chief Strategy Officer of FCB Chicago, which describes itself as "the industry's largest startup – the oldest and newest advertising agency in Chicago." This bold vision rings true when you hear how Kenny ...



Minneapolis / St. Paul Business Journal

BrandLab study reveals lack of diversity in marketing and advertising; how is your company doing?
Minneapolis / St. Paul Business Journal
The BrandLab, a nonprofit organization that's focused on improving diversity in the Twin Cities marketing and advertising industry, recently released a study that analyzed demographic data from 40 organizations to determine how diverse the Twin Cities ...



AdAge.com

Droga5 Wants to Introduce Poets, Playwrights to Advertising ...
AdAge.com
Droga5 is creating an academy to introduce people outside of the industry to advertising.

and more »

Google News

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