Definition: To call the public’s attention to your business, usually for the purpose of selling products or services, through the use of various forms of media, such as print or broadcast notices

Advertising provides a direct line of communication to your existing and prospective customers about your product or service. The purpose of advertising is to:

  • Make customers aware of your product or service;
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  • Convince customers that your company’s product or service is right for their needs;
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  • Create a desire for your product or service;
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  • Enhance the image of your company;
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  • Announce new products or services;
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  • Reinforce salespeople’s messages;
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  • Make customers take the next step (ask for more information, request a sample, place an order, and so on); and
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  • Draw customers to your business.

Your advertising goals should be established in your business plan. For

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