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Advertising is a Means, Not an End
By: Dwayne W. Waite Jr.
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If people continue to say that the advertising industry is dying, our head is going to explode. People without accurate advertising education, those who simply practice the profession of advertising, lose the dimension of the industry that keeps people grounded. Or, those without the education refuse to listen to our predecessors, hence being forced to forge a path instead of following the steps of those before us.

The advertising ego is inflated. 

As we have said time and time again, the overall goal of advertising is to inform, remind, and persuade our target audiences in order to make a sell. That's it. Good advertising is advertising that sells.

Good advertising doesn't make a good product. A good product sells better with good advertising, and a bad product gets shunned faster with good advertising.

People have been trying to change the "advertising" business to a "relationship" business. Our colleagues are clamoring that people are tire of being "sold" to. 

Studies show that those claims are not based in fact. No, people are tired of being sold crappy products and services. People are tired of being pushed messages that aren't relevant.

Advertising is the messenger, and we are trying to make it the source.

But if we widened the conversation that marketing is turning into a relationship business? Now that is a topic we can get behind. The umbrella of marketing is so broad that product development, market research, and relationship management can all be considered marketing. In that case, absolutely. Marketing is quickly turning into a relationship business.

But if we are saying that the act of sending messages at the bidding of our C-Suite or clients is turning into a relationship, then we do not understand our role in this wonderfully complicated marketplace.

As communicators, we should be the ultimate advocates for consumers and tell our powers that be that the best product will win, not the best messaging. Our job is to get the consumer to try the product. 

Like we said, advertising is a means, not an end. 


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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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