Advertising by Definition

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

Your advertising goals should be established in your business plan.

For example, you may want to obtain a certain percentage of growth in sales, generate more inquiries for sales, or build in-store traffic. The desired result can simply be increasing name recognition or modifying the image you’re projecting. Objectives vary depending on the industry and market you’re in.

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