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.

Promotions and international sales let McDonald's wow investors while shares of Wendy's and Burger King languish amid a U.S. hunger for jobs

Indexes rose amid speculation the economy will continue to recover from the worst contraction since the Great Depression

Indexes have rallied strongly, but investor fears persist. Here's how the investing landscape has been transformed in the past 12 months

American International Group Inc. surged, leading gains by financial companies bailed out by the U.S. government, on speculation the insurer will sell more assets after raising $51 billion through deals.

Exxon Mobil, BP, and Total are investing in assets that previously weren't worth their time or money after oil-rich nations reduced access to reserves and exploration drilling faltered

Crude oil declined for the first time in three days as the dollar gained against the euro, reducing the appeal of commodities as an alternative investment.

Australia’s economy is likely to expand at or above its average pace over the next few years, stoking inflation pressures and house prices, central bank official Philip Lowe said.

The Regional Bond Dealers Association asked the Financial Industry Regulatory Authority and Federal Reserve to end reporting of so-called agency debt trades until bank-affiliated brokers also must comply, saying some are seeking to avoid disclosures.

The U.S. Securities and Exchange Commission’s top economist is leaving the agency after Chairman Mary Schapiro merged his office with another and passed short- selling rules that hedge funds said ignored financial analysis.

Proteccion SA, Colombia’s second- biggest pension fund, plans to invest 2.4 trillion pesos ($1.3 billion) in private equity in the next two years after reaching the government-set limit on stocks.

Wall Street analyst opinions on stocks making headlines in Tuesday's market

Jim Rogers, chairman of Rogers Holdings, talks with Bloomberg's Betty Liu about Greece's fiscal woes. Rogers, speaking from Vienna, says a bankruptcy for Greece would benefit the euro. (This is an excerpt of the full interview. Source: Bloomberg)

Although vacation bookings are rising with optimism about the economy, prices for hotel rooms and cruises will need time to rebound

The jobless rate in the U.S. held at 9.7 percent in February and employment declined less than forecast even as severe winter weather may have forced some employers to temporarily close.

Wall Street analysts give their buy, sell, or hold views on 10 stocks in the news this week

What Wall Street economists and strategists had to say about key developments on Mar. 5