3 things more important than advertising Despite its profile and the hype generated by advertising agencies and advertising media, advertising jus is one small element of marketing and most often not the most important. Marketing starts with the consumer and developing the products or services that address their needs and wants, involves addressing customer service […]

3 things more important than advertising Despite its profile and the hype generated by advertising agencies and advertising media, advertising jus is one small element of marketing and most often not the most important. Marketing starts with the consumer and developing the products or services that address their needs and wants, involves addressing customer service expectations, setting an optimal price point and getting the product to the consumer as efficiently as possible before any consideration is given to communication, of which advertising is just one element. This is in part why advertising agencies are dying out and exactly why the smarter advertising agencies are broadening their skill base. I would argue that few things in marketing is more important than identifying the consumer to target and the product or service that will best address their current and future needs and wants. This is not about communication, it is about: Market…