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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.
New York Times
What Advertising History Says About the Future of Fake News
New York Times
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Sports advertising: A whole new ballgame
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What you need to know in advertising today - Business Insider
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Dodge Challenger Demon ad turns into best electric vehicle advertising yet
An interesting study of advertising instances and spending for electric vehicles by automakers that came out a year ago shows that they are pushing to sell EVs significantly less than gas-guzzling cars, and are not spending a lot of money to try to ...
Is Artificial Intelligence the Future Of Advertising?
Advertising is a tried and tested method that many businesses hold as an integral part of their growth strategy. However, in a digital world where consumers are overwhelmed and bombarded by a staggering amount of advertisements every day, they are ...
Tony Merpi, advertising and marketing executive for Automotive News, dies
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How temperature affects our response to advertising
She says businesses operating in countries with large seasonal temperature variations should choose emotionally cold advertising appeals during the summer months and emotionally warm appeals in winter. Similarly, the research suggests international ...
How to opt out of most internet advertising: Jeff Rossen demonstrates
Step by step, TODAY national investigative correspondent Jeff Rossen takes you through a simple way to stop most websites from bombarding you with those annoying ads based on your browsing history.
Las Vegas Review-Journal
Las Vegas tourism board approves $101.5M advertising budget ...
Las Vegas Review-Journal
The Las Vegas Convention and Visitors Authority board of directors on Thursday approved a $359.8 million operating budget that also continues the process of ...
Middle East Eye
Egypt's Ramadan: Spirit of charity buried under mass advertising splurge
Middle East Eye
That hasn't stopped advertisers from hawking everything from luxury apartments to mobile phone contracts to kitchen appliances. This all comes in celebrity-clad Ramadan spots that create what one social media user referred to as "raw cognitive dissonance".
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