The NRA (the clue is in the name) love the idea of more guns, and they are happy to use any and all means at their disposal to convince the rest of the population that more guns are better.
Of course, that is warped logic, as is their slogan "The only way to stop a bad guy with a gun is with a good guy with a gun.
That fantasy works on the assumption that every 'good guy with a gun' stays that way, and does not actually become a 'bad guy with a gun' simply because he now has a gun - which flies in the face of basic human nature.
Guns are deigned to kill - if people have them, the chances of killing being a factor in the circumstances goes up - so the nonsense that more guns simply stops that happening is just that - nonsense.
America's problems with guns revolve around its cultural attitudes to guns the 'frontier' mentality which still exists, and is perpetuated by those with a financial and / or political interest in things staying the same, or more guns being bought, and carried.
The answer is lies in attitude adjustment, and that comes from education.
But you cannot educate people without the finances and the political will, and those remain absent as long as the notion of gun control equals political suicide at every level from the President downwards - and that looks like being for a very long time to come.