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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.
The Death Of The Advertising Specialist
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Leading Brand CMOs Tell Erin Andrews: Women Will Power the Next Wave of Advertising
For Marc Pritchard, chief brand officer at Procter & Gamble, empowering women in advertising is not just a matter of good corporate citizenship, "It's actually good for growth." Pritchard explained how P&G's Always "Like a Girl" campaign changed the ...
Pinterest opens up search advertising in its Ads Manager ...
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Senate lawmakers on Thursday unveiled their first major legislative effort to increase transparency in online political advertising, called the Honest Ads Act.
Democrats now have a plan to regulate Facebook advertising
Lawmakers Introduce Bill to Regulate Internet Advertising
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South China Morning Post
Yahoo owner Oath seeks increased digital advertising prospects in Hong Kong
South China Morning Post
Oath, the subsidiary of Verizon Communications that owns Yahoo and AOL, expects to give a boost to the digital advertising market in Hong Kong as it brings more than 50 media and technology brands to its local online platform. “With Oath's house of ...
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People are doing whatever they can to avoid TV ads. Fox wants to help them. The broadcaster has teamed up with the video tech company Innovid to bring new ...
Are TV Stations Losing Their Advertising Relevance?
It's only a $20 billion business at stake -- the annual average size of the traditional local TV advertising pie. The story has been told many times: The business of buying local TV advertising time is still a painstaking, manual process which can take ...
Google advertising Pixel 2 with Snapchat lens and filter
With the official release of the Pixel 2 and 2 XL, Google is going all out in its attempts to advertise the handsets. The company's latest scheme is to promote the handset on Snapchat using a custom filter and lens…
Peeks Social Launches Brand Advertising Program
GlobeNewswire (press release)
TORONTO, Oct. 20, 2017 (GLOBE NEWSWIRE) -- Peeks Social Ltd. (TSX-V:PEEK) (OTCQB:PKSLF) (“Peeks Social” or the “Company”) is pleased to announce that as part of the ongoing advancement of the Peeks Social service, an advertising platform ...
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