Advertising For The Long Haul and Not the Short Term Gains

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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:

Yahoo! News: Top Stories

Burris denied seat in US Senate to succeed Obama (AP)

AP - Roland Burris failed in his bid to take President-elect Barack Obama's Illinois Senate seat on Tuesday in a scripted piece of political theater staged just before the opening of the 111th Congress.

Economic crisis, Obama response face new Congress (AP)

AP - The new Congress opened for business at the stroke of noon on Tuesday, eager to join President-elect Barack Obama in tackling the worst economic crisis in generations. Democrats celebrated last fall's election gains in the House and Senate.

Israeli strike near UN school kills at least 30 (AP)

AP - An Israeli bombardment struck outside a U.N. school where hundreds of Palestinians had sought refuge on Tuesday, the U.N. and Palestinian medics said, killing at least 30 people many of them children whose parents wailed in grief at a hospital filled with dead and wounded.

Obama says trillion-dollar deficits may last years (AP)

AP - President-elect Barack Obama says the nation probably faces huge deficits for years to come, but heavy spending is needed now to spur the economy.

Social Security begins taking online applications (AP)

AP - The Social Security Administration, bracing for the coming eligibility of 80 million baby boomers, is introducing an online application that will allow people to apply for retirement benefits in as little as 15 minutes.

Stocks up moderately after mixed economic reports (AP)

AP - Wall Street proceeded cautiously Tuesday, with stocks rising moderately following disappointing readings on pending home sales and factory orders.

Apple cuts copy protection and prices on iTunes (AP)

AP - Apple Inc. is cutting the price of some songs in its market-leading iTunes online music store to 69 cents and plans to begin selling all tracks without copy protection.

Travolta family returns to US with son's remains (AP)

AP - Actor John Travolta and his wife, Kelly Preston, have returned to Florida with the remains of their 16-year-old son, Jett, who died at the family vacation home in Grand Bahama.

Islamic militants ridicule death of Bush cat (AP)

AP - Islamic militants posted sarcastic comments on an extremist Web site Tuesday ridiculing a recent announcement by First Lady Laura Bush that the family's cat had died.

Phillies' J.C. Romero is suspended for 50 games (AP)

AP - Phillies reliever J.C. Romero and Yankees minor league pitcher Sergio Mitre were suspended for the first 50 games of next season after testing positive for a banned substance.

Democrat Roland Burris blocked from Senate (Reuters)

Reuters - The man named by the scandal-plagued governor of Illinois to replace President-elect Barack Obama in the U.S. Senate failed to gain entry on Tuesday when the chamber's secretary rejected as incomplete his credentials for the seat.

Israeli shelling kills 42 at U.N. school: medics (Reuters)

Reuters - Israeli shelling killed more than 40 Palestinians Tuesday at a U.N. school where civilians had taken shelter, medical officials said, in carnage likely to boost international pressure on Israel to halt a Gaza offensive.

German tycoon Adolf Merckle commits suicide (Reuters)

Reuters - German billionaire Adolf Merckle who was hit by a train on Monday evening killed himself, unhinged by financial turmoil and struggling to salvage his business empire, his family said on Tuesday.

Treasury says TARP costs $26.55 million through January (Reuters)

Reuters - How much does it cost to spend $350 billion?

New Congress convenes focused on economy (Reuters)

Reuters - Democrats sealed their increased control of the U.S. Congress on Tuesday with the swearing in of newly elected members expected to help enact President-elect Barack Obama's call for a massive economic stimulus package.

U.S. and European data grim (Reuters)

Reuters - Dire economic data from the United States and Europe showed the world's two largest economies remain mired in recession, and Toyota Motor Corp said it would halt all production in Japan in response to plunging demand.

Obama says expects deficit to approach $1 trillion (Reuters)

Reuters - President-elect Barack Obama said on Tuesday that he expects to inherit a U.S. budget deficit approaching $1 trillion and that his administration would have to make some tough budget choices.

Russian gas disruption spreads across Europe (Reuters)

Reuters - Russia sharply cut gas flows to Europe via Ukraine on Tuesday in a dramatic worsening of a pricing dispute with Kiev that threatened to disrupt supplies as far west as Italy and Germany.

Heavy fighting in Gaza City as Israel opposes truce calls (AFP)

AFP - The heaviest fighting of Israel's war on Hamas raged in Gaza's main city early on Tuesday as the Israeli government fended off appeals to stop the death toll from mounting further.

Obama picks Leon Panetta as CIA head (AFP)

AFP - US president-elect Barack Obama has chosen former White House chief of staff Leon Panetta to head the Central Intelligence Agency, a Democratic Party official told AFP Monday.

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