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:

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French advertising group Havas snaps up Indian digital agency Langoor  VCCircleHavas Group, a multinational advertising and public relations company based in France, has acquired Indian digital agency Langoor.
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Gimmick or innovation? Buyers and sellers grapple over future of TV advertising  The DrumThe explosion of TV *content* and proliferation of connected devices has some publishers and advertisers at odds over next steps.
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Cookies crumble: The latest trends from digital advertising at Dmexco  The DrumIf Europe's biggest digital marketing event is an indication of the industry's foundations, then it tells us there is a rebuild underway - and that its people are busy ...
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Saga apologises for advertising cruise 'exclusively for Brits'  The GuardianSaga, the insurance and travel company for the over-50s, has apologised after customers were sent a brochure advertising a cruise “exclusively for Brits”.
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Advertising feature: Q&A with Colin Smith, Founder and CEO of CHS Engineering  Airport BusinessQ&A with Colin Smith, Founder and CEO of CHS Engineering. Colin Smith, Founder and CEO of CHS Engineering. How did you become involved in the aviation ...
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Curbing Digital Advertising’s Big Payments Fraud Problem  pymnts.comCriminals love digital and mobile advertising. And it's not just the chance for massive theft that makes them attractive targets for fraud.
Advertisers Will Spend a Lot More on Amazon in 2020, Forrester Predicts  AdweekEver since a 2016 survey from research firm Advertiser Perceptions put Amazon on the advertising map, the industry has seen Amazon Advertising grow from a ...
Holiday company Saga criticised for advertising cruise ‘exclusively for Brits’  The IndependentA holiday company has been criticised for sending out a brochure advertising a cruise “exclusively for Brits”. Saga, which offers insurance and trips for the over ...
Advertising company president and CEO speaks to students on leading positive change  UT The Daily TexanAuthenticity in advertising and breaking from societal conventions are among the values used by an award-winning advertising agency, the company president ...
Automotive TV Advertising Performance: The Latest Look  Radio & Television Business ReportA London-based linear and digital TV attribution company with a New York office to *service* U.S. clients has released its latest analysis on television ad.
DC Cancels Long-Running Co-Op Advertising Program with Comic Stores  NewsaramaDC has informed comic book stores that its long-running Specialty Retailer Co-Op Advertising Program will be "discontinued" at the end of 2019. "Diamond ...
For Qubo, we will focus on TV advertising for next few months: Rahul Jain, Hero Electronix  Exchange4MediaHero Electronix, part of Hero Group, has entered the consumer technology market with Qubo, a brand that will offer AI-connected smart devices.
Built Environment Channel appoints We Think Media as its advertising representative  mUmBRELLA*Streaming digital screen *service*, Built Environment Channel, has appointed We Think Media as its advertising representative. The announcement:.
Guide to Native Advertising  Columbia Journalism ReviewExecutive Summary | Introduction | Who Makes Native Ads? | Why Should We Pay Attention to Native Advertising? | Native Advertising and Journalism | Native ...
ZEE5 launches advertising tool, Ad Vault - ET BrandEquity  ETBrandEquity.comAd Vault is the second offering from ZEE5 after it launched Ampli5, a brand amplification tool last week.
VSP Global Premier Program to Launch National Consumer Advertising Campaign and Program Enhancements  InvisionMag(PRESS RELEASE) RANCHO CORDOVA, CA – As part of its commitment to support private practice Doctors of Optometry, theVSP Global Premier Program ...
7 Out-of-the-Box PPC Advertising Ideas You Should Try Now  Search Engine JournalInject more creativity in your paid search campaigns. Use these seven out-of-the-box ideas that can help improve your PPC performance.
Tissot rolls-out an innovative cinema campaign in collaboration with Khushi Advertising  afaqsTissot, world leader in the Swiss traditional watch industry has rolled-out an innovative on-screen advertising campaign in multiplexes. For this, ambient media ...
Labor Dept. rescinds print ad requirement for H-2A jobs  Agri-PulseThe Department of Labor will no longer require agricultural producers to place advertisements for H-2A jobs in print newspapers, in a move designed to boost ...
Google, Facebook and Twitter are coy about Irish European election advertising  The Irish TimesNot possible to arrive at a clear picture of the nature and scale of political advertising on the three platforms due to inconsistencies in the provided datasets.
9 strategies to craft creative advertising no matter the client  AdAge.comOne of the constant challenges in advertising is the creative process of turning a brand or idea into a piece of *content* that will connect well with audiences.
Google, Facebook, and Amazon: From Duopoly To Triopoly of Advertising  ForbesGoogle and Facebook have dominated the digital advertising landscape for much of this decade. But in the past year, a new entrant has emerged to disrupt the ...
Massena Town Council advertising for second paid emergency medical technician for Massena Rescue Squad  NNY360MASSENA — Massena Town Council members have agreed to advertise for a second paid basic emergency medical technician for the Massena Rescue ...
NRA Boosted Spending on Facebook Ads After Mass Shootings  The InterceptThe National Rifle Association nearly doubled its spending on pro-gun Facebook propaganda for three weeks after the mass shootings in El Paso, Texas, and ...
The new age of audio: What does it mean for advertising?  EconsultancyThis in-depth briefing will explore how a convergence of technological developments and new audio formats has prompted the “audio renaissance”, as well as ...
Microsoft Advertising Now Identifies Negative Keyword Conflicts in Shopping Campaigns  Search Engine JournalMicrosoft Advertising has launched a report that identifies negative keyword conflicts in shopping campaigns.
Great advertising needs a place for both the winning formula and the unexpected  AdAge.comWhile data science continues to explode as a profession, we mustn't allow the metrics of behavior to prevent us from trying unexpected things.
AUMA to ask members to support a ban on vaping advertising to youth  DiscoverAirdrie.comAirdrie City Council will be backing a resolution to be proposed at the Alberta Urban Municipalities Association (AUMA) meeting in Edmonton later this month ...
Health groups call for immediate restrictions on advertising for vaping products  Global NewsMedical organizations are calling on the federal parties to restrict the advertising of vaping products.
Microsoft opens responsive search ads beta to all advertisers  Search Engine LandAll advertisers can now start testing responsive search ads in their Microsoft Advertising accounts. With responsive search ads (RSAs), first introduced by Google ...
Facebook adds new requirements for political advertisers  The VergeAdvertisers will now have to provide more information before they can make ad buys. It's a new Facebook effort to crack down on election interference.
Google's ad business will be scrutinized like never before in antitrust investigation  CNBCThe state attorneys general investigating Google want to take a much deeper look into the tech giant's advertising practices. Texas Attorney General Ken Paxton ...
Here’s How Amazon Will Impact the Entire Advertising Ecosystem  AdweekA new Forrester report looks beyond the duopoly of Google and Facebook to show how the ecommerce giant is shaking up the ad tech industry.
Survey reveals nearly 40% think over-50s are represented negatively in advertising  Prolific NorthThe results of Prolific North's survey on the topic of marketing to over-50s are here - demonstrating just how contentious the topic of how the age group is ...
AMZN Advertising: A Key Revenue Driver  Market RealistAmazon (AMZN) has underperformed the market in 2019 and has gained just over 18% year-to-date. Comparatively, the S&P 500 Index is up 20% this year.
National CineMedia Starts New Advertising Segment In Movie Theaters 09/19/2019  MediaPost CommunicationsNational CineMedia, the in-theater advertising network, says it is shifting some ad inventory -- as well as launching a new premium advertising spot -- that will ...
Facebook advertisers can change headlines for news articles  CNETIt's another thing to keep an eye out for when looking through your family's posts.
MuteSix Announces The Facebook Ads Masterclass, An Advanced Digital Advertising Course to Scale your E-commerce Store  MarTech SeriesMuteSix, an iProspect Company and a full-funnel digital and creative agency, has announced its Facebook Ads Masterclass, launching on September 26, 2019.
Channel 4 strikes advertising deal with Sky  Telegraph.co.ukGreat British Bake Off viewers will be targeted by advertisers based on their location and financial profile under a new partnership between Channel 4 and Sky ...
11 hours ago Ray White creates city-wide hide and seek game for latest advertising push  mUmBRELLA*Legacy real estate brand Ray White has launched a campaign in a bid to convince reticent buyers and sellers to stop procrastinating and act now. The message ...
Automotive advertisers need to lift their game  Business DayDelightful commercials for Kia and VW illustrate that it is possible to make car ads that resonate with audiences.
Nielsen’s OpenSlate integration adds brand safety measurement for video advertisers  MarTech TodayNielsen, an advertising measurement and analytics company, is integrating OpenSlate's digital ad technology into its Digital Ad Ratings solution. OpenSlate's ...
Why marketers struggle to integrate in-app advertising  AdAge.comEven as advertisers pour ad dollars into apps, they are finding it tough to blend the vertical into their overall marketing mix.
McDonald's picks Wieden & Kennedy New York as lead U.S. creative agency  AdAge.comThe Golden Arches is turning to an independent agency for a *fresh* approach three years after Omnicom Group won the business.
ANA debuts measurement for cultural impact of advertising  Marketing DiveThe Association of National Advertisers (ANA) introduced a way to measure how cultural insights make ads more effective among diverse consumer groups, per ...
Brands dropping logos & names for advertising: Is it helping them connect with customers?  Exchange4MediaPepsi, Doritos and Cadbury are some brands following the trend.
Digital advertising is in 'creative destruction' mode  AdNewsBrian Wieser at GroupM says digital advertising can't continue to grow as fast as it has done.
Seth Dallaire leaves Amazon Advertising for Instacart to be CRO  Business InsiderSeth Dallaire, one of a handful of top Amazon Advertising execs, is leaving the company to join online grocery company Instacart.
What a Clean Room Means for Amazon Advertising  AdweekAmazon is reportedly developing clean room technology to help its advertisers better understand the impact of their spend on consumer behavior—and shine a ...
Oracle Introduces CX Unity to Drive Contextual Experiences; Improves Advertising  MarTech AdvisorAs part of this update, new integrations will help drive personalization across all customer interactions. San Francisco, CA: To help organizations create ...
Carole Cadwalladr discusses advertising, platforms and media sexism in Rankin guest edit  The DrumInvestigative journalist Carole Cadwalladr's work has helped trace links between the Brexit referendum, the Trump campaign and shadowy data mining ...
DTC founders' secrets: What all advertisers can learn from TV's latest force  AdAge.comNew direct-to-consumer TV advertisers are armed with a nearly transparent playbook from which all advertisers can take several quick tips.
Digital advertising is changing: advertisers need to seek a different partner  The DrumYou don't have to be a top marketing lead to know that advertising has gone through a fundamental shift over the past few years. Programmatic marketing and ...
Facebook to train Kenyan SMEs on digital advertising  Business DailyFacebook has launched an initiative to help equip SMEs in Kenya with digital skills.
The rise of Spotify as an advertising channel  ClickZSpotify has already changed the way we consume music and audio *content*. It's easier than ever to listen to your favorite music and podcasts while you're on the ...
Women’s World Cup Drew Nearly $100 Million in TV Ads  The Wall Street JournalAdvertisers shelled out almost $100 million on U.S. TV commercials in and around the 2019 FIFA Women's World Cup, exceeding expectations.
Festive advertising expected to grow 12% up to Rs 20,000 in 2019  MoneycontrolDespite a slump in consumer spending and slowdown, festive advertising is expected to grow at 10-12 percent over 2018 to touch as much as Rs 20,000 crore ...
The days when election advertising rules were strict (at least on paper)  CBC.caAs 1972's federal election polling day approached, CBC reminded the electorate of an oft-ignored law about party advertising, right down to those "metal lapel ...
How to use Amazon and advertising to build a D2C startup  TechCrunchEntrepreneurship in consumer packaged goods is being democratized. This article focuses on customer acquisition, particularly Amazon and online advertising, ...
Navigating Amazon's Advertising Console Face Lift  JumpFly PPC Advertising NewsBrace yourselves, another Amazon navigation change is rolling out! This time, Amazon is polishing the Advertising Console for Vendors and Kindle Direct ...

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