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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Your Event's Comprehensive Social Media Advertising Calendar  hypebot.comAdvertising on social media is important to making your next show or event a success, but unstructured bombardment of all social channels will do you little good ...
Pantaloons launches ‘Holiday in Style’ campaign  ETBrandEquity.comPantaloons has unveiled its new campaign, 'Holiday in Style' for this summer. This thematic campaign captures the true spirit of its consumers who wish to make ...
Tanya Dubash tops IMPACT's 50 Most Influential Women in Media, Marketing, Advertising list  Exchange4MediaFaye D'Souza, Shereen Bhan, Priya Nair and Sonali Dhawan among other toppers this year in the list of the industry's top women achievers.
IPL Advertising: All You Need to Know About The Game Of Revenue  KreedOnJust like any other film or TV show, IPL season starts off with a proper trailer. Over the last decade, the cricket league has proved to be a 'game-changer' not only ...
Amazon advertising: Here’s how you can refine your strategy  Marketing LandUnless you have been living under a rock or are one of 10 people who still consider e-commerce is a fad, you know about the explosive growth Amazon has ...
How you can make the most of your YouTube video advertising  Marketing LandIf you're not already using YouTube videos as part of your marketing efforts, you should be. Researchers have found that a majority of consumers (81 percent) ...
2019 Indian elections, IPL season to drive advertising growth  QuartzThe Indian advertising industry is set to have a great 2019 thanks to cricket and elections. Net advertising spends in the country are expected to grow nearly 12% ...
Unilever to pick 'trusted publishers' for digital advertising  ReutersLONDON (Reuters) - Unilever, one of the world's biggest advertisers, will pick a network of “trusted publishers” with which to spend most of its marketing budget, ...
BJP takes lead in advertising on Google, YouTube with Rs 1.21 cr spend  Economic TimesPolitical parties and their affiliates have spent Rs 3.76 crore on advertisements since February 19, 2019, according to the internet giant's Indian Transparency ...
Last stand for Berlin’s ageing concrete advertising pillars  The GuardianGrassroots campaign hopes to save city's Litfaß columns from being destroyed by authorities.
Facebook tightens up rules for political advertisers  The GuardianAdvertisers will be required to provide verifiable public contact details before they can run political campaigns on Facebook, the company has announced, in the ...
How Is Virtual Reality Impacting Video Marketing and Advertising?  ARPostVirtual reality video marketing is a next-level approach with the potential to increase brand awareness and engagement beyond your wildest dreams.
Digital Advertising's Unlikely Giant Killer: Amazon  ForbesIn 2019 it's clear that Amazon is finally getting serious about becoming a full-fledged advertising platform. It's the only company with the reach and resources to ...
Government advertising may be legal, but it's corrupting our electoral process  The Conversation AUThe Coalition government's use of taxpayer money for political advertising – as much as A$136 million since January, according to Labor figures - is far from an ...
George Zimmerman caught advertising on Tinder - then kicked off  TheGrioIn a case that sounds like it's right out of the scenes MTV's “Catfish,” Trayvon Martin shooter George Zimmerman has been booted from the dating app Tinder for ...
From podcast advertising to radio sponsorship, 2019 audio marketing trends  The DrumIn recent years, audio advertising has been boosted by streaming services such as Spotify and SoundCloud, a surge in podcast popularity and a radio ...
Want To Target Millennial Males Via Advertising? Use Artificial Intelligence!  ForbesMillennial males have long been notorious for being difficult to reach via traditional advertising media. So it is with interest that I have been watching Mike's Hard ...
The Future of Restaurant Advertising Is Machine Learning  Modern Restaurant Management“Artificial intelligence” (AI) is probably one of the biggest consumer buzzwords of the last five years and it's picked up extraordinary momentum as products like ...
Taking A Small Ax To The Advertising Agency Business Model  ForbesThe fracturing ad agency business has opened the way for new ways to generate high-volume, good-quality ideas and spots. Small Ax is one such company, ...
Advanced Advertising: Great Content Means Advertisers Have to Up Their Game  Broadcasting & CableJust as the *content* side of the business enjoys the peak TV era, marketers aim for the same level of performance with their ads. Julie Sterling, director of ...
Is Your Church Evangelizing Or Just Advertising? 4 Reasons It Matters  ChristianityToday.comThere are two ways for a local church to reach more people. Advertising or evangelism. And they are not the same thing. There's nothing wrong with advertising, ...
Opinion: Why the Droga5 acquisition is a good thing for advertising  AdAge.comThe Accenture-Droga5 marriage has made waves and may alter the scene, but it doesn't represent a future devoid of ad agencies.
How Motown and ‘The Big Chill’ Revolutionized the Music and Advertising Industries  VarietyMotown Records was in a tough spot in the early '80s, but then came "The Big Chill" soundtrack, which revolutionized music and advertising.
SpotX Fuels Revenue Growth for Philo's Advertising Platform via Demand Facilitation  MarTech SeriesSpotx's Demand Facilitation Services Connects Media Buyers to Premium CTV Inventory. SpotX, the leading global video advertising and monetization platform, ...
The Difference Between PR And Advertising, And Where The Lines Are Fading  ForbesNow, more than ever, the lines between earned, paid and owned media are fading, as PR, advertising and *content* creation become inextricably linked.
Advertising A Game About Weed Is Hard  KotakuA game about growing and selling weed that was released for PC and Mac last week has a bit of a problem: It's a game about growing and selling weed.
Five apps to help you plan your summer trip  ETBrandEquity.comTaking a break this summer? Here's a list of apps that are absolute must-haves.
Radio is the preferred advertising media for political parties for the 2019 General Elections  Business TodayAd insertion on the radio by political parties has increased by 14 per cent this election year, while ad insertion in print has decreased by 9 per cent and by 83 per ...
Why Fernando Machado is the most-loved CMO in advertising  DigidayFernando Machado, the global chief marketing officer of Burger King, had an idea. It was to create a limited edition of the company's Whopper burger, marketed ...
ASCI Upholds Complaints against 145 Advertisements out of 180  MoneylifeIn the month of February, 2019, Advertising Standards Council of India (ASCI) investigated complaints against 243 advertisements, of which the advertisers ...
Global Advertising Market Overview with Demographic Data and Industry Growth Trends 2019-2024  Market Talk NewsGlobal Advertising Market 2019 by Company, Regions, Type and Application, Forecast to 2024 Market Research Report offers complete knowledge, forecast ...
What Percent of Display Ad Spend Comes From Native Advertising?  eMarketerWe forecast that native advertising will account for 62.7% of total US display ad spending in 2019, up from 54.2% in 2017. The bulk of native ad spend will go to ...
Facebook accused of banning conservative activist from advertising anti-socialism video  Washington TimesFacebook has come under fire from a conservative activist who accused the social network of censoring video footage of his speech slamming socialism.
A Soda Company’s Long Obsession With Outer Space  The AtlanticA proposal for a space-based ad is only the latest iteration of Pepsi's fascination with the skies.
Snapchat ramps up advertising and vows to be better at privacy than Facebook  CNNLos Angeles (CNN Business) When asked about Facebook CEO Mark Zuckerberg's new privacy-focused vision for his company Wednesday, a Snap executive ...
BE Exclusive: 'Create with Google' comes to India; to work with advertising agencies for better creative sol..  ETBrandEquity.comSearch engine giant has brought its new offering 'Create with Google' to India. “The division works with advertising agencies, helping them to create better ...
Facebook’s Ad Algorithm Is a Race and Gender Stereotyping Machine, New Study Suggests  The InterceptFor example, jobs with taxi companies were overwhelmingly delivered to black users and secretarial ads to women, despite neutral targeting preferences.
Study finds stark racial divides in attitudes about Nike's Colin Kaepernick advertisement  PsyPostNon-Black college students are significantly more likely to oppose Nike's advertising campaign featuring former San Francisco 49ers quarterback Colin ...
Amazon's Next Move to Boost Its Advertising Business  Motley FoolThe e-commerce giant will ride the biggest trend in advertising in 2019.
Tribeos Demos Bitcoin Cash-Powered Digital Advertising Marketplace  Bitcoin NewsOn April 3, the digital advertising marketplace Tribeos published a demonstration of software application that utilizes the Bitcoin Cash (BCH) network.
Advertising should make an impression on a person, not just serve an impression to a person  The DrumToday's advertising models often focus on outcome-driven KPIs that help to optimize a campaign tactical effectiveness but do little to improve overall strategy.
3 Lessons Learned From My First Month Working in Advertising  AdweekHenry Ford said that “anyone who stops learning is old, whether 20 or 80.” This concept is especially relevant to people working in the advertising world where ...
Advertising and nostalgia items perform well at Miller & Miller's April 6th auction in Canada  ArtfixDaily1945 Black Cat Cigarettes porcelain sign, one of Canada's most attractive porcelain signs, 50 inches by 48 inches, with detailed graphics, marked “P&M Orilla ...
Brands pour money into Amazon Advertising  AdNewsAmazon more than doubled its ad revenue, says Magna in its latest estimates and forecasts on US media owners' net advertising revenues.
Antwerp introduces new laws on prostitution  The Brussels TimesAntwerp will introduce a new law on prostitution in September. The aim is to better define and index the sexual services offered outside what the law...
What Are Advertisers' Challenges With Using First-Party Data?  eMarketerAdvertisers crave first-party data, but they often struggle to make the most of it. In a survey of US digital marketers by Advertiser Perceptions and programmatic ...
Advertising truck sighted and cited in Old Town  KeysNews.comA roving billboard truck that displays animated digital advertisements for its clients while driving around the island has been getting attention in recent months, ...
Accenture Is Buying Droga5, an Ad Agency, Making a Bet on Creativity  The New York TimesAccenture is trying to add the kind of creative muscle not normally associated with giant consulting firms with its plans to buy Droga5, an independent ad agency.
Hormel advertising suit reveals what 'natural' meat really means  AdAge.comConsumers want “natural” meat—and the biggest meat companies want to sell it to them. American shoppers are reaching for healthier, more environmentally ...
U.S. advertising groups create privacy bill coalition  ReutersFour U.S. advertising trade groups have banded together to lobby Congress to ensure federal online privacy legislation is less strict than a law scheduled to go ...
Retail Briefing: Walmart is bulking up its advertising business  DigidayYou can get the Retail Briefing delivered to your inbox every Monday, Wednesday and Friday. Subscribe here. Walmart's next move in remaking its image in the ...
Domino’s worker goes viral with hilarious dance routine while advertising pizza  The SunTHE VIDEO surfaced on Twitter showing the enthusiastic lad in East Kilbride. Spinning his sign around and busting some wild moves - he's now gone viral after ...

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