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:
- You should know what you want to accomplish before you decide
to advertise.
- 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.
- 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.
- 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.
- 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.
|