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Advertising is not for every company. But some require it because their market is big and constantly changing and evolving. Consider this, up to 30 percent of the people in the US move each year. Or, you may be locked into a battle with a competitor. People do business with companies they know and trust. Advertising can help build awareness, so that eventually consumers will trust your offer.
I firmly believe that advertising is an excellent tool for rapidly building awareness of a company, its products or services. I believe equally firmly that you build a brand through public relations, not advertising.
A brand is the sum of all interactions a customer has with an organization. Most of those interactions are with employees, or the product or service itself. If those interactions are positive, then customers, allies and the media will tell others. This is PR.
There are times when you need a rapid shot of marketing adrenaline that only paid media can provide.
So, if you find yourself in need of that boost, check out these nine reasons for advertising:
9. Boost employee morale
8. Create industry buzz
7. Create, build or maintain a positive image
6. Test new products and/or services
5. Retain existing customers
4. Reinforce personal sales calls, direct mail
3. Maintain consistent, controlled customer communications
2. Gain new customers, particularly hard-to-reach ones
1. Position or reposition your company, products or services.
Harry Hoover is managing principal of Hoover ink PR. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Focus Four, Levolor, New World Mortgage, North Carolina Tourism, TeamHeidi, Ty Boyd Executive Learning Systems, VELUX, Verbatim and Youth Link USA.
Wall Street Journal
Amazon Forecast to Be No. 3 Digital Advertising Player in 2018
Wall Street Journal
The accounting changes, that have to do with reclassifying some advertising services from cost-of-sales to revenue, were responsible for the bulk of eMarketer's adjustment. On growth alone, the forecaster would still increase its prediction for Amazon ...
Amazon share of digital advertising market on the rise
What you need to know in advertising today - Business Insider
Photo by Vivien Killilea/Getty Images for Girlboss With Stories quickly gaining steam, Instagram is dialing up its efforts to get both brands and consumers to ...
How To Find A Successful Advertising Partnership For Your Brand
Advertising agencies were created to focus on building brand awareness and sales so the companies they represented could concentrate on what they do best. But today's complex, multifaceted marketing efforts require competency in digital, broadcast, ...
What you need to know in advertising today
The sale comes just eight months after Meredith Corp., which publishes such titles as People, Better Homes and Gardens, and Entertainment Weekly, completed its purchase of the iconic magazine. Meredith also listed several other titles, including ...
Time Magazine Sold to Salesforce Founder Marc Benioff for $190 Million
Salesforce agrees to buy Mulesoft in $6.5 billion deal
Will Facebook Advertising Survive After the Cambridge Analytica Scandal?
Advertisers will still have many ways to leverage their own data to create highly targeted and successful audiences. For instance, companies can upload their own email database and create lists of users with similar behaviors. These “lists,” also known ...
Will Facebook Advertising Survive After the Cambridge Analytica ...
2-Day Conference: Ensuring Compliance with Advertising & Promotional Requirements for Drugs & Medical Devices ...
Maryville Daily Times
DUBLIN--(BUSINESS WIRE)--Sep 19, 2018--The "Ensuring Compliance with Advertising and Promotional Requirements for Drugs and Medical Devices" conference has been added to ResearchAndMarkets.com's offering. Federal regulation of the ...
AAP, health groups ask federal agency to end deceptive tobacco advertising on social media
The Academy recently joined eight leading public health and medical organizations in filing a petition that urges the Federal Trade Commission (FTC) to stop tobacco companies' deceptive advertising to youths on social media. Other organizations on the ...
Aurora News Register
Dogs gaining prominence in world of advertising
Aurora News Register
While on the topic of advertisements, have you ever noticed on TV commercial a couple sitting on a white sofa in a room that was carpeted with white carpet? We've always wondered who would buy and then try to keep clean a white sofa, let alone the ...
Dealer Marketing Magazine
Goodway Group Launches Proprietary Auto Purchase Attribution, Connecting Online Advertising to Offline Auto Sales ...
Dealer Marketing Magazine
Philadelphia — September 18, 2018 — Goodway Group, the digital partner advertisers trust to deliver campaign performance and media efficiency, today announced the launch of Auto Purchase Attribution, a proprietary solution with Oracle Data Cloud that ...
St. Louis Business Journal
Former St. Louis advertising executive shot in carjacking attempt
St. Louis Business Journal
Tom Townsend, co-founder and former chief creative officer of St. Louis-based advertising agency Rodgers Townsend, was shot in the neck early Tuesday on ...
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