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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:

Advertisers' Free Ride May End On Facebook
Wall Street Journal
For years, many advertisers simply set up shop for free on Facebook, displaying their brands to users who "liked" them. But to see how Facebook now hopes to turn many of those advertisers into paying customers, look at how it convinced Omaha, Neb.

and more »

Daily Mail
Fourth-Quarter Profit and Revenue Declined at The New York Times Company
New York Times
The New York Times Company reported on Thursday that its fourth-quarter profit declined 12.2 percent as rising subscription and digital advertising revenue at its largest newspapers could not offset the continued drop-off in print advertising.
New York Times Co. Profit Drops 12% as Print Advertising ShrinksBusinessWeek
Digital Gains at New York Times Fail to Buoy ResultsWall Street Journal
NY Times adds digital subscribers, but ad rev shrinksReuters
Boston.com -Advertisement Journal
all 103 news articles »

The Star-Ledger - NJ.com
NJ CFO sentenced to 20 years in prison for advertising child pornography to be ...
Washington Post
CAMDEN, NJ â€” A financial officer who admitted advertising child pornography for others to download was sentenced Friday to 20 years in prison. Robert Paratore, of East Greenwich, was chief financial officer of Akers Biosciences, a company that makes ...
Guilty plea, sentencing in Gloucester County child-porn casesPhiladelphia Inquirer

all 171 news articles »

genConnect
Super Bowl advertising will be heavy on hashtags
CanadianBusiness.com (blog)
Adam Bain, Twitter's president of global revenue, anticipates that â€œat least halfâ€ of Super Bowl advertisers will incorporate hashtags into their commercials. Audi, H&M, General Electric and Jack in the Box are all using them in their ads, ...
6 Start-ups Advertising at the 2012 Super Bowl XLVIInc.com
Super Bowl 2012 Advertisers Use Social Media to Build HypegenConnect
Automakers Advertise the Most during the Super BowlAutomotive Discovery
Patriot-News -AmsterdamPrinting.com -RICG
all 1,024 news articles »

Fox News
Scarlett Johansson dating advertising executive: Best celebrity-real person ...
Fox News
The sultry actress must be sick of Hollywood hunks, because she seems to be getting serious with advertising executive Nate Naylor. SODAHEAD SLIDESHOW: See the best celebrity-real person romances. "They've been dating for five months," a source told ...
This looks serious! Scarlett Johansson's romantic breakfast with advertising ...Daily Mail
Scarlett Johansson dating advertising exec Nate Naylor, report saysOnTheRedCarpet.com
Scarlett Johansson dating advertising executiveMusicrooms.net
People Magazine
all 45 news articles »

CTC Rises to 3-Month High on Economy to Boost Advertising
Bloomberg
CTC Media Inc. (CTCM), owner of Russia's fourth-largest television channel, climbed to a three-month high in New York on speculation advertising revenue will rise as the economy expands. The company gained 3.5 percent to $11.10 in New York today, ...

and more »

Dealer.com Advertising Combines Paid Search & Display Advertising with ...
MarketWatch (press release)
Burlington, VT, Feb 3, 2012 (GlobeNewswire via COMTEX) -- Dealer.com, the global leader in online marketing solutions for the automotive industry, today launched Dealer.com Advertising, the industry's first integrated automotive advertising solution ...

and more »

CNBC.com
The Super Bowl's Big Advertising Winners: Super Sunday Ad Tracker
CNBC.com
The Patriots and Giants don't face off for another few days, but the Super Bowl already has some big winners â€” advertisers. This year's ad rates are at a record high: $3.5 million per thirty second spot, on average. But not only could the big game ...

and more »

Business Insider
Yahoo Right Media Exchange To Show AOL Inventory
WebProNews
â€œThe inventory AOL makes available under the display advertising agreement will be surfaced through RMX across the US and Canada,â€ a representative tells WebProNews. â€œThe overall agreement aims to improve the process of buying and selling premium ...
AOL Selects Right Media Exchange as Display Advertising Platform for Ad AgreementMarketWatch (press release)
Tech: AOL to Make Inventory Availablâ€¦Adweek

all 16 news articles »

The Atlantic Wire
Adultery Is Advertising's Hottest Trend
The Atlantic Wire
(And we learned this week that magazine covers are mostly about advertising.) Sure, that's just three examples over a year, but what if this mini-phenomenon turns into a full-blown Thing?? What moraless cesspool of a nation will we have become then?
France's advertising regulator says Jean Dujardin's posters for the film Les ...Herald Sun
Paris pulls stars legsNew York Post
Racy ads for French movie about infidelity pulledSTLtoday.com
Washington Post
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