Advertising For The Long Haul and Not the Short Term Gains

Home
>
Advertising
>
Advertising For The Long Haul and Not the Short Term Gains

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:

Radio World
Advertising Market On The (Slow) Rise
Forbes (blog)
According to an SNL Kagan report, the US advertising market is expected to grow 2.8% in 2010 to a total $210.5 billion. ...
Advertising spending up in 2010Philadelphia Business Journal (blog)
US ad spending improves, but not for newspapersBusinessWeek
SNL Kagan Predicts Further US Ad Market GrowthFMQB
Radio Ink -DailyFinance -PR Web (press release)
all 31 news articles »

Rovi Launches Web Service, Adding Living Room Display Advertising Onto ...
MarketWatch (press release)
Rovi Advertising Service enables CE manufacturers, television service providers and developers to monetize their connected entertainment offerings and ...
Rovi Corp. Creates Cloud-Based Ad PlatformMediaPost Publications
Rovi Targets Ads For Internet-Connected TV DevicesMultichannel News

all 15 news articles »

AFP
2Q Newspaper Advertising Falls 5.6%, Decrease Narrows On Year
Wall Street Journal
"Despite a highly competitive environment, online-advertising growth rebounded back into double digits, while declines in traditional revenue categories ...
Newspaper Ad Spending Drops Least in 4 Years Amid Web's StrengthBusinessWeek
Newspapers: Print advertising drops, online soarsSacramento Business Journal
US newspaper ad revenue falls again, but pace slowsAFP
Radio Ink -Editor & Publisher -Mediapost.com
all 31 news articles »

Mobile Advertising Patent Portfolio From CVON Innovations Limited Moved to ...
MarketWatch (press release)
L) and the world's premier patent auction firm, will now offer the mobile advertising patent portfolio from CVON Innovations Limited at the upcoming Fall ...

and more »

Fast Company
Top Ten Reasons Why BP's Advertising Is a Disaster
Fast Company
CYNICAL START--In late July 2000, BP launched a massive $200 million public relations and advertising campaign, complete with full color ads in magazines, ...

and more »

Texas Tribune (blog)
Texas' White calls for tourism advertising cuts
BusinessWeek
The Democrat recently said he would ax money for such advertising as one way to save the state money. "There are certain things we ought to take a machete ...
Tourism budget cuts in Texas' future?KGBT-TV

all 140 news articles »

CNET
Hey Big Google Spender: AdWords Is Not Brand Building
brandchannel.com
From Ad Age: "In two months, BP went from spending very little on search advertising — about $57000 a month — to becoming one of Google's top advertisers, ...
Here's How Much Big Companies Spend Advertising On Google SearchThe Business Insider
Leaked Google documents show ad word spendingV3.co.uk
What Are BP, Apple, Amazon, and Others Spending on Google Advertising?Fast Company
Mac Rumors -Mother Jones -Search Engine Land (blog)
all 62 news articles »

ADTECH Announces Global Launch of Expanded Video Solution
MarketWatch (press release)
Its streamlined workflow monetizes video advertising to determine the right combination for video and display placements and, ultimately, bolster revenue," ...

and more »

EyeWonder Expands Mobile Advertising Options
StreamingMedia.com
As a sign of how mobile video is growing in importance, EyeWonder, a digital advertising company owned by Limelight Networks, has announced ...
EyeWonder Expands Mobile Offering with Rich Media and Video Ad Products and ...MarketWatch (press release)

all 9 news articles »

Advertising agency Heat shoots Wayne Gretzky for EA Sports' Wii-based hockey game.
dBusinessNews San Francisco (press release)
The campaign, breaking in September, was created by San Francisco advertising agency Heat. We see “The Great One” practicing in front of his home video ...

and more »

Google News

Advertising For The Long Haul and Not the Short Term Gains

Advertising Advertising