Effective advertising and promotion is built on specific information not on hunches or hopes. Conducting a periodic promotion audit can help you promote your business to its markets more effectively.
Your advertising & promotional efforts are adjuncts to more direct methods of selling,not substitutes.
Advertising and promotion are not substitutes for selling.
Advertising is what you do when you can't have a salesperson work directly with the prospect. Advertisements can make prospects aware of you, make them receptive to your products and services, and even stir them to call or write for more information. But they can't replace ongoing
sales efforts.
Effective creativity is based on
i. thorough knowledge of products,
ii.target markets, and
iii competitive conditions.
Your advertising agency has to know what your objectives are, what your budget is, and when you plan to run your campaign.
Advertising and promotion have to be managed the same way you manage other parts of your business. You have to know what resources you can afford to commit to them, what you want to accomplish, and how to form a coherent strategy that ties in with your broader business and marketing goals.
Many small businesses have discovered that marketing geared at drawing online visitors is the single most important part of building an online presence.
Simply creating a Web site does not guarantee that users will visit it, so many businesses now advertise on the Internet through online city guides and yellow pages. An online yellow page directory
allows companies to expand their geographic reach beyond local customers, connects businesses with consumers who are ready to buy, and gives users the ability to search the directory's listings in a variety of ways.
