Advertising: the basics

Introduction

Advertising is an important component of your marketing strategy. The aim is to promote your business and communicate the information you want to send to your intended audience, usually with the aim of increasing sales or making your audience aware of your products or services.

Until a customer deals with you directly and actually buys your products or services, your advertising may help to form their first impressions of your business. Advertising can certainly attract new customers - but only if it's done properly. Otherwise it can deter potential customers.

This guide gives advice on where and how to advertise, and what advertising can achieve. It also shows you how to manage the advertising process and ensure you get value for money.

Subjects covered in this guide

• Introduction
• How advertising can help your business
• Local advertising
• Advertising on the internet and in online directories
• Advertising in the trade and technical press
• Radio, cinema, outdoor and national advertising
• Planning an advertising campaign
• Getting value for money from your advertising
• Managing responses and monitoring your campaign
• How to write an advertisement
• Here's how I increased my sales through advertising

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