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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.
Twitter joins Facebook and Google in banning cryptocurrency advertising
Cryptocurrency is having a tough time lately, with extreme volatility in its value and issues around fraud and abuse in cryptocurrency exchanges given it a bad name and causing governments and private organizations to take steps to limit its impact ...
Twitter Follows Facebook and Google, Will Ban Cryptocurrency Advertising in Two Weeks
Twitter Reportedly Joins Rivals in Banning Advertising for Cryptos
Google Shuts Down All Cryptocurrency Advertising on Its Platforms
Raising transparency in the online advertising ecosystem
The TYPES project "protects individuals' privacy while empowering them to control how their data is used by service providers for advertising purposes," says Rosa Araujo, from Eurecat (Barcelona, Spain), project coordinator. "By raising end user trust ...
The new global CEO of digital ad agency Cadreon wants to help advertisers navigate 'a maelstrom of nefariousness' in ...
Erica Schmidt is the new global CEO of Cadreon, the programmatic media-buying division of the ad giant IPG. The executive said advertisers are scrutinizing digital ad spending more than ever before and that programmatic has "gotten a bad name." Yet she ...
New York Times
Air France Reminds Travelers What Their Flight Could Be Like - The ...
New York Times
You open what looks like an in-flight care package to find 50 feet of Sudoku puzzles on a tapelike roll, Champagne-flavored gummy candies and a scratch-and-sniff patch that smells like boeuf bourguignon. In a time of low-cost airlines, where your ...
3 Things Brands should do to Bring Maturity to Digital Advertising this Year
The last year brought a reckoning to digital advertising. Advertisers boycotted YouTube for brand safety concerns, the extent of the Russian efforts was revealed, and the public's trust in digital advertising was called into question. However, we saw ...
California Avocado Commission releases fresh advertising
With California avocado volume rising seasonally, the Irvine, Calif.-based California Avocado Commission is releasing fresh advertising to support the crop. The commission will continue its “Made of California” marketing campaign with new creative and ...
Digital Advertising Takes a Useful Turn for Chicago Transit Riders
CTA, through its partnership with Intersection — the company that manages the digital station advertising — now runs a “Passenger Information Bar” at the bottom of the screen, with arrival and departure information. The information bar — which CTA ...
PR Web (press release)
MDG Advertising Dominates 2018 ADDY® Awards
PR Newswire (press release)
BOCA RATON, Fla., March 19, 2018 /PRNewswire/ -- MDG Advertising competed with South Florida ad agencies for accolades at the 2018 American Advertising Federation's Greater Fort Lauderdale & The Palm Beaches ADDY Awards, honoring excellence in ...
Award Winning Digital Marketing Agency Experience Advertising, Inc. Celebrates 11 Year Anniversary
'Conscientious Objector' Commercials Redefine Advertising
The commissioned artists are an international-mix of established and emerging practitioners: Mohamed Bourouissa, Rosalind Nashashibi, Mathias Poledna, and Martine Syms. Each artist was selected due to their interest in the strategies of advertising and ...
Scientific American (blog)
What Monkeys Can Teach Us about Advertising
Scientific American (blog)
As early as the 1870s, companies like Pearl Tobacco and later, W. Duke & Sons, employed social advertising, showcasing nude or partially exposed women on posters and trading cards. Although the images had no direct link to the products, sales increased ...
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