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It's an investment ... (For Openers).

Congratulations to the Best of NAMA winners! Agri Marketing magazine is proud to work closely with the National Agri-Marketing Association (NAMA) to feature the creative work of these great agencies and clients.

It's important to emphasize both members of the creative process team -- agency and client -- because their mutual commitment to the role of advertising in developing successful marketing strategies and communication tactics is essential. Advertising shouldn't be slighted as a critical component to the marketing mix, nor should it be oversold as the means to gain market share. It should be considered an investment decision made with the same thought and understanding as any other.

Why should you view your advertising decisions as an investment? Advertising is a tactic; a powerful one that is a critical, primary step in defining a brand and establishing brand equity. Do nothing and your brand will default to how the market and your competitors define it. Do something poorly or incorrectly and you've got a brand positioned poorly or incorrectly.

You get what you pay for in terms of both time (planning, research, etc.) and cash outlay (production and media). That's why it's so important to do it, and to do it well. And recognition of the winners at the Best of NAMA is as important to the creative director at the agency as it is to the product manager or regional sales manager for the client.

P.S. Go online to to view and hear this year's winners!
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Comment:It's an investment ... (For Openers).(Brief Article)
Author:Schuermann, Bill
Publication:Agri Marketing
Article Type:Brief Article
Geographic Code:1USA
Date:Apr 1, 2002
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