Advertising: the basics

Introduction

Advertising is an important component of your marketing strategy, along with direct marketing, PR, exhibitions and a website. The aim of each of these is to promote your business and communicate the information you want to send to your intended audience, usually with the aim of increasing sales.

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. While advertising can attract new customers, it can also turn potential customers away if it seems amateurish compared with your competitors.

This guide gives advice on where and how to advertise. It also shows you how to manage the 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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