Marketing
Market leadership hinges on knowing customers
How to capitalize on a brainstorm
Get back to basics to recharge your firm
Research
Advertising
 Advertising
 
  Depending on the nature of your business, you might have to advertise to reach all your potential customers and remind them that you can work for them if they need your product or service.

Key points:
  1. You should know what you want to accomplish before you decide to advertise.
  2. Your expectations should not exceed the capabilities of an advertising campaign. Advertising might increase sales; it might simply maintain sales at their current level. It will not create sales out of thin air, nor will it make a bad product or service better than it is.
  3. Advertising is just one element of your marketing strategy. If you don't have the packaging, the distribution, and the pricing in place, all the advertising in the world won't result in success.
  4. There are many different ways to advertise, including direct mail, newspapers, television, billboards, bus shelters, and radio spots. Some will be more suitable than others for your business.
  5. Advertising doesn't always generate results that you can measure in specific figures. For example, your sales may not increase definably as a result of your advertising campaign. If your goal is to increase sales, perhaps you can find a more effective way to reach it than advertising.
 
Market research is part of advertising. If you simply create an advertisement without understanding the people to whom you want to deliver your message, you reduce your chances of success and increase your chances of wasting money.
 
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