You can have a desirable product or service at an attractive price, but if nobody knows about it, it is unlikely to sell. There are many ways of advertising to find customers, and even a small business should aim to use a combination of these. Some advertising methods are more costly than others, while some are more effective. Cost and effect are not always clearly related.
The function of advertising is to arouse interest in specific readers and to encourage them to take the next step (to visit you, phone you, or buy your product). With most advertising you are trying to target the message at the person who can make the buying decision. It is therefore essential to choose the best medium for your message. To target your advertising, look back at your market research to help you ascertain who your customers are, where they live or work, what they like, what makes them different. This might help you to form a picture of the places and publications in which they are likely to notice advertising.
Your advertising needs to be part of a campaign. People tend to forget most single advertisements almost as soon as they have seen them, unless they happen to have a need for the product or service at the time they see the advertisement. A successful advertising campaign requires regular advertising. You need not take large advertisements, in fact a little and often is likely to give a better result.
As with any endeavour that will take time, money, and effort, you need to formulate a plan. This should set simple goals (such as an increase in sales of ten per cent within six months), a budget, likely timescales, and a means of monitoring the success of the plan. The clearer you are about your goals at the outset, the more likely you are to be able to measure your success and improve upon your campaign in the future.
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