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Advertising 101


Advertising has truly become a part of all of our lives as consumers, as business owners, as parents, as concerned citizens. We simply cannot escape from its presence no matter how hard we try. Considering how pervasive advertising is in our daily lives, it's no surprise that people have such extreme views about it.

Many home-based business owners want to steer clear of it altogether. They might dabble in marketing or use some sales strategies, but most don't want much to do with actual advertising. Unfortunately, this is a mistake on their part and it usually comes as a result of not understanding the purpose of advertising.

So what is the true reason for advertising? According to Michael Corbett, author of The 33 Ruthless Rules of Local Advertising, you should advertise "to create an equity position in a target market and to ...motivate a sufficient number of consumers..." In simple language, you advertise so that people will know you exist and will keep you in business. What's so evil about that?

Absolutely nothing! Here are a few very good reasons why you need to start advertising today:

1. Potential customers are constantly shopping

The truth is that most people are always looking for ways to spend their money. They don't always realize it, but they are. That's why banner ads, commercials, and billboards work even though they are being viewed miles away from the business. If you don't advertise, you're missing out on a chance to tap into that human desire.

2. Potential customers may forget you

While the desire for shopping may be permanent, a consumer's memory is not. Even if they have had a tremendous experience with your business, even if they've recommended you to their friends and family, even if you were the only company they ever thought of doing business with, after awhile they would forget you or forget how to get in touch with you.

3. Potential customers don't always make buying decisions immediately

Another tried and true rule about consumers is that they don't always decide to buy as soon as they see an ad. For example, if you see a commercial for a fast food restaurant right after Thanksgiving dinner, you're not going to run right out to the drive thru after seeing the commercial. However, the next time you're hungry, you might remember that commercial and choose to stop in then. So the idea of advertising is to plant an image in consumers minds so that when they need your product, your business comes to their minds.

4. Customers rely on name recognition to guide their consumer choices most of the time

Why do people still buy name brand products over generics even when the price difference is significant and the quality of the products is equitable? Because of name recognition! Consumers respond to names that are familiar whether they are buying a new car, a computer, a lawyer, or ketchup. If you want to succeed, you need to be sure that your targeted audience will know your name when they hear it and will think of your name when they need your product. Advertising can make that happen.

On the other hand, many business owners see advertising as a quick fix. If business gets a little slow, a newspaper ad or a direct mail piece will fix everything in a jiffy. That's not the case either. Let me give you a few reasons why.

1. Advertising works on a six month cycle

Many times when people think their advertising hasn't worked, it's because they haven't waited long enough to see results. Generally, the advertising you do today won't fully pay off for another three to six months. For that reason, if you want to ensure a consistent stream of customers, you need to continue to advertise all the time. Advertising only when business is slow simply won't save your business because by the time you start seeing results, it may be too late.

2. Your problems are related to another step in the process

Another reason advertising can't cure everything is that simply attracting customers is only one step of the process. Once you lure them in, you need to have the content or the customer service to convince potential buyers to take that next step. If any step in the process is lacking, then no amount of advertising is going to help.

3. You are neglecting your current customers and their potential

Don't make the mistake of focusing all of your efforts on finding new customers when your best source of additional revenue is being neglected. Past customers are more likely to become repeat customers, plus they don't require the additional expenses of marketing and advertising.

As you can see, the truth about advertising is that it can be a powerful force for your success if handled correctly. Too many people see it as an evil force or as a business miracle when the reality is somewhere in between.

Vishal P. Rao is the owner of: http://www.work-at-home-forum.com/ An online community of people who work at home.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. November / 13 / 2019

Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up - INSIDER
Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up  INSIDER

Tencent Earnings Drop 13% as Rivals Intrude on Its Advertising Territory - The Wall Street Journal
Tencent Earnings Drop 13% as Rivals Intrude on Its Advertising Territory  The Wall Street Journal

Zeroing in on Transit Advertising - American Laundry News
Zeroing in on Transit Advertising  American Laundry News

The Minnesota Twins are advertising for a new mascot - Hartford Courant
The Minnesota Twins are advertising for a new mascot  Hartford Courant

Enforcement Alert: Social Media Advertising - Brewers Association
Enforcement Alert: Social Media Advertising  Brewers Association

Billboard REIT Derby: Lamar Vs. Outfront - Seeking Alpha
Billboard REIT Derby: Lamar Vs. Outfront  Seeking Alpha

So you want to be T.C. Bear? The Minnesota Twins advertising for a new mascot - Minneapolis Star Tribune
So you want to be T.C. Bear? The Minnesota Twins advertising for a new mascot  Minneapolis Star Tribune

Cadent Recognized for Leadership in Addressable TV Advertising - Olean Times Herald
Cadent Recognized for Leadership in Addressable TV Advertising  Olean Times Herald

Healthy Community, ADVERTISING: Advertorial — GEORGE BALLING: Big changes… - Coeur d'Alene Press
Healthy Community, ADVERTISING: Advertorial — GEORGE BALLING: Big changes…  Coeur d'Alene Press

Is digital advertising a lot less effective than the ad industry believes? - Econsultancy
Is digital advertising a lot less effective than the ad industry believes?  Econsultancy

The Pitch: Advertising and marketing news for 11.12.19 - RichmondBizSense
The Pitch: Advertising and marketing news for 11.12.19  RichmondBizSense

Compliant Marketing Platform, Vana™, Brings Advertising for Cannabis and CBD to Mainstream Media - Business Wire
Compliant Marketing Platform, Vana™, Brings Advertising for Cannabis and CBD to Mainstream Media  Business Wire

Is Uber Local Advertising's Duopoly Killer? - Street Fight
Is Uber Local Advertising's Duopoly Killer?  Street Fight

Don't Sell Invibes Advertising SA (EPA:ALINV) Before You Read This - Yahoo Finance
Don't Sell Invibes Advertising SA (EPA:ALINV) Before You Read This  Yahoo Finance

Screenvision: A leader in movie theater advertising is getting into sports - Yahoo Finance
Screenvision: A leader in movie theater advertising is getting into sports  Yahoo Finance

Amazon Advertising is now TAG certified - PPC Land
Amazon Advertising is now TAG certified  PPC Land

5 Tips for Successful Advertising on Amazon - Business 2 Community
5 Tips for Successful Advertising on Amazon  Business 2 Community

Digiday Research: Marketers are increasingly advertising on retail sites - and not just Amazon - Digiday
Digiday Research: Marketers are increasingly advertising on retail sites - and not just Amazon  Digiday

Kansas Legislature will be asked to repeal ban on raw milk advertising - Food Safety News
Kansas Legislature will be asked to repeal ban on raw milk advertising  Food Safety News

How Advertisers Are Approaching Amazon - eMarketer
How Advertisers Are Approaching Amazon  eMarketer

G5 Launches New Cross-Channel Spend Optimizer That Improves Digital Advertising Performance Up To 25% - MarTech Advisor
G5 Launches New Cross-Channel Spend Optimizer That Improves Digital Advertising Performance Up To 25%  MarTech Advisor

Metro, Which Couldn't Explain Its Advertising Guidelines, May Sell Naming Rights to Its Stations - Washingtonian
Metro, Which Couldn't Explain Its Advertising Guidelines, May Sell Naming Rights to Its Stations  Washingtonian

Facebook’s Libra Will Generate Revenue Through Advertising (But Your Data Will Remain Safe) - BeInCrypto
Facebook’s Libra Will Generate Revenue Through Advertising (But Your Data Will Remain Safe)  BeInCrypto

Club for Growth extends advertising against House Dems over impeachment | TheHill - The Hill
Club for Growth extends advertising against House Dems over impeachment | TheHill  The Hill

Here’s the Army’s Next Big Advertising Campaign - Military.com
Here’s the Army’s Next Big Advertising Campaign  Military.com

How top health websites are sharing sensitive data with advertisers - Financial Times
How top health websites are sharing sensitive data with advertisers  Financial Times

Internet Advertising Leads To Drug, Child Neglect Charges - Crothersville Times
Internet Advertising Leads To Drug, Child Neglect Charges  Crothersville Times

Apple's ad agency has layoffs as the company beefs up its in-house ads group - CNBC
Apple's ad agency has layoffs as the company beefs up its in-house ads group  CNBC

Unlocking Disproportionate Growth Through Audio Advertising 11/12/2019 - MediaPost Communications
Unlocking Disproportionate Growth Through Audio Advertising 11/12/2019  MediaPost Communications

How This Season's Late Thanksgiving Impacts Retail Advertising - AdExchanger
How This Season's Late Thanksgiving Impacts Retail Advertising  AdExchanger

Inside story of this leader's rise through advertising and the firm that inspired 'Mad Men' - Yahoo Lifestyle
Inside story of this leader's rise through advertising and the firm that inspired 'Mad Men'  Yahoo Lifestyle

Rugby World Cup boosts ITV’s advertising revenue - Financial Times
Rugby World Cup boosts ITV’s advertising revenue  Financial Times

Michigan Personal Injury Firm Goodman Acker Releases Groundbreaking Advertising Spot to Thank Detroit - PRNewswire
Michigan Personal Injury Firm Goodman Acker Releases Groundbreaking Advertising Spot to Thank Detroit  PRNewswire

Unilever, Sky, 02 join advertising blockchain pilot - Ledger Insights
Unilever, Sky, 02 join advertising blockchain pilot  Ledger Insights

State investigating marijuana advertising at Lewiston Colisée - Kennebec Journal & Morning Sentinel
State investigating marijuana advertising at Lewiston Colisée  Kennebec Journal & Morning Sentinel

The Advertising Industry Has a Problem: People Hate Ads - The New York Times
The Advertising Industry Has a Problem: People Hate Ads  The New York Times

A mobile advertising holiday roadmap for retailers - Retail Customer Experience
A mobile advertising holiday roadmap for retailers  Retail Customer Experience

NYF's Advertising Awards Launches 'Mad For This Ad' Initiative - Branding in Asia Magazine
NYF's Advertising Awards Launches 'Mad For This Ad' Initiative  Branding in Asia Magazine

Tech industry should not be deciding on political advertising - The Irish Times
Tech industry should not be deciding on political advertising  The Irish Times

Global In-game Advertising Market to Witness Stable Growth during the Forecast Period 2019-2028 - Sound On Sound Fest
Global In-game Advertising Market to Witness Stable Growth during the Forecast Period 2019-2028  Sound On Sound Fest

New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market - The New York Times
New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market  The New York Times

What's Behind Facebook and Twitter's Different Stances On Political Advertising? - The National Interest Online
What's Behind Facebook and Twitter's Different Stances On Political Advertising?  The National Interest Online

Politics will drive billions in local advertising spending in 2020: Report - Fox Business
Politics will drive billions in local advertising spending in 2020: Report  Fox Business

Cross-Platform and Mobile Advertising Market Analysis, Trends, and Forecasts, 2025 - Global Market is Projected to Grow by US$260 Billion - ResearchAndMarkets.com - Business Wire
Cross-Platform and Mobile Advertising Market Analysis, Trends, and Forecasts, 2025 - Global Market is Projected to Grow by US$260 Billion - ResearchAndMarkets.com  Business Wire

Sinclair leads $10.3M investment in rideshare advertising startup Octopus - TechCrunch
Sinclair leads $10.3M investment in rideshare advertising startup Octopus  TechCrunch

US Advertisers Will Allocate Nearly $7 Billion to Connected TV This Year - eMarketer
US Advertisers Will Allocate Nearly $7 Billion to Connected TV This Year  eMarketer

Advertising school launches immersive technology program - UT The Daily Texan
Advertising school launches immersive technology program  UT The Daily Texan

Social media urged to suspend political advertising - BBC News
Social media urged to suspend political advertising  BBC News

Trump Outspends Top Four Democratic Contenders on Digital Advertising - MediaFile
Trump Outspends Top Four Democratic Contenders on Digital Advertising  MediaFile

Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It. - The New York Times
Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It.  The New York Times

2019 – 2020 Political Issue Advertising The Blessing and the Curse! - JD Supra
2019 – 2020 Political Issue Advertising The Blessing and the Curse!  JD Supra

5 Amazon advertising execs who could replace Seth Dallaire - Business Insider
5 Amazon advertising execs who could replace Seth Dallaire  Business Insider

General election: The Independent needs you to send us any political advertising you see on Facebook - The Independent
General election: The Independent needs you to send us any political advertising you see on Facebook  The Independent

Missing a big audience, Walmart’s streaming video play, Vudu, has struggled to win over advertisers - Digiday
Missing a big audience, Walmart’s streaming video play, Vudu, has struggled to win over advertisers  Digiday

Roku Doubles Down on Advertising Tech - Motley Fool
Roku Doubles Down on Advertising Tech  Motley Fool

ITV to launch new addressable advertising platform - Broadband TV News
ITV to launch new addressable advertising platform  Broadband TV News

Twitter Is Banning Political Ads. But It Will Allow Those That Don't Mention Candidates Or Bills. - BuzzFeed News
Twitter Is Banning Political Ads. But It Will Allow Those That Don't Mention Candidates Or Bills.  BuzzFeed News

2020 candidates are mostly focusing their advertising spending online - Axios
2020 candidates are mostly focusing their advertising spending online  Axios

Comscore's new CEO says his company's 'sweet spot' is targeted TV advertising - AdAge.com
Comscore's new CEO says his company's 'sweet spot' is targeted TV advertising  AdAge.com

ITV announces new addressable advertising platform Planet V - IBC365
ITV announces new addressable advertising platform Planet V  IBC365

Google Considers Changing Its Political Advertising Policy - Bloomberg
Google Considers Changing Its Political Advertising Policy  Bloomberg

Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads - The Washington Post
Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads  The Washington Post

UK tax body's retrospective rethink of charity advertising tax exemption threatens media agencies - More About Advertising | Insights into Advertising
UK tax body's retrospective rethink of charity advertising tax exemption threatens media agencies  More About Advertising | Insights into Advertising

10 Questions I Have About That Weird Advertisement That Pops Up While Pooping In Death Stranding - Kotaku
10 Questions I Have About That Weird Advertisement That Pops Up While Pooping In Death Stranding  Kotaku

The Rise of Advertising on Ecommerce Marketplaces: 5 Tips to Get Ahead - Search Engine Journal
The Rise of Advertising on Ecommerce Marketplaces: 5 Tips to Get Ahead  Search Engine Journal

Why Politicians Want Your Smart-TV Data - The Atlantic
Why Politicians Want Your Smart-TV Data  The Atlantic

Disney Plus Finally Strikes A Deal With Amazon Fire; Advertisers Are Buying More Ad Tech - AdExchanger
Disney Plus Finally Strikes A Deal With Amazon Fire; Advertisers Are Buying More Ad Tech  AdExchanger

Why Twitter’s New Restrictions on Political Advertising Make No Sense - National Review
Why Twitter’s New Restrictions on Political Advertising Make No Sense  National Review

Billionaire Alastair Mactaggart on his plans to regulate advertising. - Business Insider
Billionaire Alastair Mactaggart on his plans to regulate advertising.  Business Insider

Lawsuit Against Facebook Uses Public Accommodation Law to Challenge Advertising - Forbes
Lawsuit Against Facebook Uses Public Accommodation Law to Challenge Advertising  Forbes

Response Indias Ram Ray left the world of advertising a better place - Business Standard
Response Indias Ram Ray left the world of advertising a better place  Business Standard

New TripAdvisor China Venture Eyes Digital Advertising Revenues - Skift
New TripAdvisor China Venture Eyes Digital Advertising Revenues  Skift

Tony Khan Reveals the Future of “Lights Out” Matches, Talks AEW Advertising - eWrestlingNews
Tony Khan Reveals the Future of “Lights Out” Matches, Talks AEW Advertising  eWrestlingNews

ANALYSIS: A weak advertising market has caught up with Nine - AdNews
ANALYSIS: A weak advertising market has caught up with Nine  AdNews

3 steps to help improve diversity in advertising (And why that's smart) - AdAge.com
3 steps to help improve diversity in advertising (And why that's smart)  AdAge.com

Advertising or art? Bristol restaurant asked to remove window signs - Turn to 10
Advertising or art? Bristol restaurant asked to remove window signs  Turn to 10

Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million - Forbes
Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million  Forbes

The Problem of Political Advertising on Social Media - The New Yorker
The Problem of Political Advertising on Social Media  The New Yorker

The Rundown: Advertisers mull how much digital advertising is too much - Digiday
The Rundown: Advertisers mull how much digital advertising is too much  Digiday

Here's why Facebook dominates in digital advertising - Fox Business
Here's why Facebook dominates in digital advertising  Fox Business

What Is Native Advertising? Definition, Components, Benchmarks, & Best Practices with Examples - MarTech Advisor
What Is Native Advertising? Definition, Components, Benchmarks, & Best Practices with Examples  MarTech Advisor

One bright spot in Amazon's ugly quarter — its advertising business is growing like crazy - CNBC
One bright spot in Amazon's ugly quarter — its advertising business is growing like crazy  CNBC

Advertisers flood World Series for D.C. opinion leaders - Axios
Advertisers flood World Series for D.C. opinion leaders  Axios

How to Invest in Digital Advertising - The Motley Fool
How to Invest in Digital Advertising  The Motley Fool

Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening - The Wall Street Journal
Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening  The Wall Street Journal

'We've been selling the wrong thing': Newsworks CEO Tracy De Groose on why digital advertising is broken - The Drum
'We've been selling the wrong thing': Newsworks CEO Tracy De Groose on why digital advertising is broken  The Drum

Examining blockchain: uses in advertising, media and beyond - Campaign Asia-Pacific
Examining blockchain: uses in advertising, media and beyond  Campaign Asia-Pacific

The Esports Ads launches esports advertising database - Esports Insider
The Esports Ads launches esports advertising database  Esports Insider

WPP comparable sales rise as advertising backs 2019 guidance - MarketWatch
WPP comparable sales rise as advertising backs 2019 guidance  MarketWatch

eMarketer Podcast: The Advertisers Shifting Spend from Traditional Media to Digital - eMarketer
eMarketer Podcast: The Advertisers Shifting Spend from Traditional Media to Digital  eMarketer

Fox Partners With iSpot.tv To Improve Advertising Performance - Forbes
Fox Partners With iSpot.tv To Improve Advertising Performance  Forbes

Democratic Strategists Set Up $75 Million Digital Campaign to Counter Trump - The New York Times
Democratic Strategists Set Up $75 Million Digital Campaign to Counter Trump  The New York Times

Advertising guru Ram Ray passes away - The Hindu
Advertising guru Ram Ray passes away  The Hindu

Allan Kalish, 94, an advertising icon who ‘should have been a third baseman for the Phillies’ - The Philadelphia Inquirer
Allan Kalish, 94, an advertising icon who ‘should have been a third baseman for the Phillies’  The Philadelphia Inquirer

Amazon gaining on Google in search advertising market share - GeekWire
Amazon gaining on Google in search advertising market share  GeekWire

Art or advertising? Bristol board rules Chinese calligraphy will have to go - The Providence Journal
Art or advertising? Bristol board rules Chinese calligraphy will have to go  The Providence Journal

Health websites in UK share data with advertisers: FT - Yahoo News
Health websites in UK share data with advertisers: FT  Yahoo News

Reconciling Reach And Brand Safety In B2B Advertising - AdExchanger
Reconciling Reach And Brand Safety In B2B Advertising  AdExchanger

Amazon CFO Talks One-Day Shipping, Torrid Advertising Growth, and More - The Motley Fool
Amazon CFO Talks One-Day Shipping, Torrid Advertising Growth, and More  The Motley Fool

Juul agrees to stop advertising to youth in settlement with Oakland nonprofit - San Francisco Chronicle
Juul agrees to stop advertising to youth in settlement with Oakland nonprofit  San Francisco Chronicle

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