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.

In The News:


Motley Fool

Instagram Is Set to Make a Killing in Advertising in 2017
Motley Fool
Most recently, the company announced it surpassed 1 million active advertisers. That's up from 500,000 just six months ago and 200,000 around this time last year. Instagram's rapid advertiser growth is accompanied by an acceleration in its user growth.
Snapchat 'will be bigger than Twitter, Yahoo and AOL with advertisers'The Guardian

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Farhad's and Mike's Week in Tech: YouTube's Problematic Advertising
New York Times
Under rules created last October by the Federal Communications Commission, Verizon, Comcast, AT&T and other broadband providers had to ask your permission to track your online behavior to sell for advertising purposes. On a party-line vote, Republicans ...


New York Post

YouTube Hate-Speech Ad Fallout Continues: US Advertising Trade Group Urges Google to Rectify 'Crisis'
Variety
More big advertisers have joined the YouTube exodus over concerns that their commercials have appeared in extremist hate-speech videos, and as the crisis spreads the head of the Association of National Advertisers on Friday urged Google to take steps ...
Google's bad week: YouTube loses millions as advertising row reaches USThe Guardian
After a worldwide advertising boycott, it's time for Google to face up to its responsibilitiesNew York Post
YouTube is facing a full-scale advertising boycott over hate speechThe Verge
TechCrunch -AdAge.com -CBC.ca -Google Blog
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Sioux Falls Argus Leader

Tough DUIs laws, ISIS advertising and bumblebee protection
Sioux Falls Argus Leader
Bumblebees listed on endangered species list: The Trump Administration reversed course last week and allowed for the listing of the rusty patched bumblebee on the endangered species list. The Natural Resources Defense Council applauded the ...


Autos a no-show on list of advertising stars
Automotive News (subscription) (blog)
Granted, three of the 40 individuals work at agencies or advertising consultancies that do work for automotive clients, among others. But none are associated with an agency that is known primarily for its automotive work. It's possible that no auto ...


AdAge.com (blog)

Brand Safety Issues Go Way Beyond YouTube | Special: Advertising ...
AdAge.com (blog)
AT&T and J&J are the latest big advertisers to pull YouTube ads, but the problem of ads placed in offensive content extends way beyond Google.
Top ten takeaways from Advertising Week Europe 2017CampaignLive
Kiran Rai presents Advertising Week Europe 2017 | West Bridgford ...West Bridgford Wire

all 6 news articles »

AdAge.com

J&J and Verizon Join Major Marketers Suspending YouTube Advertising
AdAge.com
Johnson & Johnson has suspended its YouTube advertising globally, joining a growing group of advertisers and agencies stepping back from the dominant video platform over ads' proximity to hate speech, terrorist propaganda and other objectionable ...
AT&T, other US advertisers quit Google, YouTube over extremist videosUSA TODAY
Google advertising row spreads to US brandsBBC News
Australian advertising industry holds talks to protect brands against extremist contentThe Guardian
Business Insider -Financial Times -Los Angeles Times -Google Blog
all 536 news articles »

Radio Ink

Advertising Is Key For Radio's Future
Radio Ink
Interruptive advertising models are challenged to create great user experiences in an on-demand, curatable world. Consumers are doing their best to tune out ads and get just the content they want. The advent of the DVR made it easy to start skipping ...


MoneyWeek

The crisis in internet advertising
MoneyWeek
Many of the companies boycotting Google had discovered only by reading The Times's investigation that their advertising budget was being used to place banner advertisements over these videos, thus indirectly funding extremists and damaging the prestige ...
Buyers fear going to extremes on Google advertisingThe Australian
Advertising controlConcord Register

all 6 news articles »

Adweek

Sling TV Is Partnering With Adobe for Programmatic Advertising ...
Adweek
Sling TV is getting into programmatic advertising, partnering with Adobe's newly unveiled Advertising Cloud to let brands bid in real time on livestreaming and ...

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Google News

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