At the end of this topic, you will be able to:
–Understand the planning process required to effectively advertise
–Utilize advertising to increase public awareness of your business, products, and services.
–Understand some basic dos and don’ts of advertising.
–Identify an effective advertising medium that fits your budget.
- Many small business owners are unprepared to include an advertising program in their selling efforts. They may be discouraged by the cost, or the potential “wasted money” an unsuccessful advertising campaign can yield.
- Before a business embarks on an advertising plan, it should create a Marketing Plan.
- A Marketing Plan defines your business’ image, products, services, target market, marketing message, and Advertising Plan.
- The Advertising Plan is part of the Marketing Plan and should complement and deliver a message consistent with the marketing and sales teams’ efforts.
- Businesses should explore various forms of advertising.
- Many business owners stop their advertising efforts at the creation of a website. For a website to be effective prospective customers need to be driven to the website.
- There are numerous mediums to select from based both on budget and target audience.
- Irrespective of the medium, common themes should be consistency and repetition.
Advertising can be defined as;
- 1 to make something known to: notify
2 a: to make publicly and generally known <advertising their readiness to make concessions>
b: to announce publicly, especially by a printed notice or a broadcast
c: to call public attention to, especially by emphasizing desirable qualities so as to arouse a desire to buy or patronize: promote
According to Merriam-Webster Dictionary, the definition of advertising is: