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Advertising is not for every company. But some require it because their market is big and constantly changing and evolving. Consider this, up to 30 percent of the people in the US move each year. Or, you may be locked into a battle with a competitor. People do business with companies they know and trust. Advertising can help build awareness, so that eventually consumers will trust your offer.
I firmly believe that advertising is an excellent tool for rapidly building awareness of a company, its products or services. I believe equally firmly that you build a brand through public relations, not advertising.
A brand is the sum of all interactions a customer has with an organization. Most of those interactions are with employees, or the product or service itself. If those interactions are positive, then customers, allies and the media will tell others. This is PR.
There are times when you need a rapid shot of marketing adrenaline that only paid media can provide.
So, if you find yourself in need of that boost, check out these nine reasons for advertising:
9. Boost employee morale
8. Create industry buzz
7. Create, build or maintain a positive image
6. Test new products and/or services
5. Retain existing customers
4. Reinforce personal sales calls, direct mail
3. Maintain consistent, controlled customer communications
2. Gain new customers, particularly hard-to-reach ones
1. Position or reposition your company, products or services.
Harry Hoover is managing principal of Hoover ink PR. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Focus Four, Levolor, New World Mortgage, North Carolina Tourism, TeamHeidi, Ty Boyd Executive Learning Systems, VELUX, Verbatim and Youth Link USA.
Raising transparency in the online advertising ecosystem ...
The online advertising business, led by companies like Google or Facebook, generated over $200 billion revenue in 2017, with an year-over-year growth over 15 percent. This online advertising explosion is raising serious data privacy concerns.
Scientific American (blog)
What Monkeys Can Teach Us about Advertising
Scientific American (blog)
As early as the 1870s, companies like Pearl Tobacco and later, W. Duke & Sons, employed social advertising, showcasing nude or partially exposed women on posters and trading cards. Although the images had no direct link to the products, sales increased ...
Indiana Senate race generates most advertising in the nation
Still, GOP groups had aired nearly twice as many ads in Indiana through March 12 as Democratic groups, according to the Weslyan Media Project. Their report is based on data provided by Kantar Media/CMAG for broadcast television, national network and ...
Indiana race for US Senate generates most advertising in the nation
Why Stopping Fraudulent Advertising On Television Before It Even Starts Is A Smart Idea
The litany of problems that surround digital advertising should be quite familiar to anyone in the media industry at this point. There's bot traffic creating fake views. Ads disappear “below the fold.” New problems crop up almost daily: Google's ...
EurekAlert (press release)
Raising transparency in the online advertising ecosystem
EurekAlert (press release)
The TYPES project 'protects individuals' privacy while empowering them to control how their data is used by service providers for advertising purposes,' says Rosa Araujo, from Eurecat (Barcelona, Spain), project coordinator for the EU-funded initiative ...
Raising transparency in the online advertising ecosystem - Brinkwire
Detroit Free Press
Life after Ford: Top advertising man Toby Barlow launching new venture
Detroit Free Press
One of metro Detroit's best-known advertising and marketing gurus is launching a new venture a year after losing his role as one of Ford Motor's top ad guys. Toby Barlow left the WPP agency last February after spending 15 years with the organization ...
New York Times
Google Bans Bitcoin Advertisements in Policy Change
New York Times
SAN FRANCISCO — Google is joining Facebook in banning advertising for Bitcoin and other cryptocurrencies. Google, the largest provider of digital advertising on the internet, announced on Tuesday that it plans to change its advertising policy for ...
Google's Advertisement Ban Is Bullish, Not Bearish, For Bitcoin ...
Bitcoin Crashes As Google Announces Cryptocurrency Advertising Ban
Bitcoin and rival cryptocurrencies all lose value after Google bans advertising
Rihanna Condemns Snapchat's Offensive Advertisement: 'Shame on You'
As a promotion for the mobile game Would You Rather?, the advertisement asked if the user would rather "slap Rihanna" or "punch Chris Brown." Snapchat had already released a public apology and removed the ad before Rihanna's comments. "I'd love to call ...
Rihanna Protests Ad on Snapchat That Mocks Domestic Violence
Rihanna accuses Snapchat of promoting domestic violence - CNN
Rihanna condemns Snapchat for ad making light of domestic violence
Phoenix Business Journal
See who won big at regional advertising awards
Phoenix Business Journal
OH ranked second among metro Phoenix advertising agencies for capitalized billings with $120 million, according to 2016 data compiled by the Phoenix Business Journal for its annual list. The Riester ad agency ranks No. 1 on that list with $166 million ...
Adobe Advertising Cloud Search has a new UI and is now powered by Sensei
Adobe introduced this month a new Adobe Advertising Cloud Search with easy-to-use workflows. Adobe Advertising Cloud Search is simplifying the process of using audience targeting in search marketing. According to Adobe, the offering is designed to save ...
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