With the proliferation of blogs, podcasts, and social media platforms, it’s easy for anyone to be a self-proclaimed expert on any subject and dole out advice. Sometimes, the advice is colossally bad. Imagine my dismay when I recently read some ill-informed counsel in an otherwise respected print media business publication.
A column about marketing discussed how brand building, ongoing SEO and other activities are considered the long game. That is true and these things are important to success.
The writer goes on to say that when more immediate results are desired, perhaps it is time to include advertising in the mix.
“A solid advertising plan can add immediate gratification goals,” according to the article.
What?
First of all, that is a terrible expectation to lay out for a client. Advertising does not provide immediate results, with the possible exception of a one-day only event or sale. It’s a time-honored truth that a potential customer needs to see advertising messages consistently and numerous times in order to move through the funnel from awareness to consideration and eventually to action.
Second, advertising should not be an afterthought or even an option. When executed with strategic thought, creativity and passion, advertising inspires people. It also moves the needle for brands to grow. The Dove “Real Beauty” campaign that launched in 2004 increased company revenue by 10% in the first year alone. Over the next decade, sales increased from $2.5 billion to over $4 billion. The tourism campaign for Pure Michigan had a far-reaching impact well beyond travel. It measurably changed public perception of the state, which spurred interest and future economic development.
Third, it’s all advertising. Advertising in 2026 encompasses much more than an ad in a magazine or a jingle on the radio. Make no mistake about it, communicating with prospective customers online, via social media, or paying to be at the top of a search result are all forms of advertising. Individuals may write blogs and host podcasts simply to share their opinions with the world, but when brands do it to shape attitudes about their products, it’s advertising.
Edwin Atrzt, former chairman of Procter & Gamble and member of the Advertising Hall of Fame said, “No company that markets products or services to the consumer can remain a leader in its field without a deep-seated commitment to advertising.”
Still valid today.
