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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. January / 29 / 2020

Frameplay Is Transforming Video Game Advertising - Yahoo Finance
Frameplay Is Transforming Video Game Advertising  Yahoo Finance

The Agency Perspective on How Kobe Bryant Made His Mark on Advertising - Adweek
The Agency Perspective on How Kobe Bryant Made His Mark on Advertising  Adweek

‘Trust Me’ Advertising Does Not Build Trust. Create A Trust Agenda. - Forbes
‘Trust Me’ Advertising Does Not Build Trust. Create A Trust Agenda.  Forbes

Netflix Management Talks Competition, Advertising, and Free Cash Flow - Motley Fool
Netflix Management Talks Competition, Advertising, and Free Cash Flow  Motley Fool

VERIFY: The FDA had a problem with Purell’s advertising, not the hand sanitizer - FOX61 Hartford
VERIFY: The FDA had a problem with Purell’s advertising, not the hand sanitizer  FOX61 Hartford

National Advertising Division Finds Snow Joe Water Pressure and Water Flow Claims Relevant to Consumers, But Recommends More Conspicuous Qualifying Language to Prevent Claims from Being Misleading - Salamanca Press
National Advertising Division Finds Snow Joe Water Pressure and Water Flow Claims Relevant to Consumers, But Recommends More Conspicuous Qualifying Language to Prevent Claims from Being Misleading  Salamanca Press

Ad Tech Innovator Targetable: Advertising is Changing & Restaurant Owners Need to Pay Heed - PRNewswire
Ad Tech Innovator Targetable: Advertising is Changing & Restaurant Owners Need to Pay Heed  PRNewswire

3 Reasons Netflix Isn't Interested in Advertising - The Motley Fool
3 Reasons Netflix Isn't Interested in Advertising  The Motley Fool

This week's top advertising and media news, analysis - Business Insider - Business Insider
This week's top advertising and media news, analysis - Business Insider  Business Insider

Web Advertising is a Sinking Ship for Brands. In-App Advertising can be the Lifeboat - ExchangeWire
Web Advertising is a Sinking Ship for Brands. In-App Advertising can be the Lifeboat  ExchangeWire

'Aw, shucks': Santa Rosa Junior College advertising students win campaign for Bodega Bay Oyster - North Bay Business Journal
'Aw, shucks': Santa Rosa Junior College advertising students win campaign for Bodega Bay Oyster  North Bay Business Journal

JCDecaux wins 10-year exclusive advertising concession at Libreville International Airport in Gabon - Yahoo Finance
JCDecaux wins 10-year exclusive advertising concession at Libreville International Airport in Gabon  Yahoo Finance

Subscription Services and Advertising to Push OTT Video Revenue Over US$200 Billion by 2024 - Yahoo Finance
Subscription Services and Advertising to Push OTT Video Revenue Over US$200 Billion by 2024  Yahoo Finance

Consumers Warm Up to Facial Recognition to Keep Them Safe, but for Marketing and Advertising, No Thanks - eMarketer
Consumers Warm Up to Facial Recognition to Keep Them Safe, but for Marketing and Advertising, No Thanks  eMarketer

Global Outdoor Advertising Market 2019-2023|Growing Penetration of LED Mobile Billboards to Boost Growth | Technavio - Watertown Public Opinion
Global Outdoor Advertising Market 2019-2023|Growing Penetration of LED Mobile Billboards to Boost Growth | Technavio  Watertown Public Opinion

Advertisers Keep Fumbling The Ball By Playing The Short Game - Forbes
Advertisers Keep Fumbling The Ball By Playing The Short Game  Forbes

What You Should Know About Super Bowl LIV Advertising And Broadcast - Forbes
What You Should Know About Super Bowl LIV Advertising And Broadcast  Forbes

Netflix Layoffs To Come Amid Advertising Shakeup | Screen Rant - Screen Rant
Netflix Layoffs To Come Amid Advertising Shakeup | Screen Rant  Screen Rant

11 Amazon Advertising Mistakes to Avoid in 2020 - Search Engine Journal
11 Amazon Advertising Mistakes to Avoid in 2020  Search Engine Journal

How predictive advertising is changing the future of digital marketing - ClickZ
How predictive advertising is changing the future of digital marketing  ClickZ

Concerns raised over bill to change legal advertising requirements | News, Sports, Jobs - The Inter-Mountain
Concerns raised over bill to change legal advertising requirements | News, Sports, Jobs  The Inter-Mountain

Scroll ad blocking subscription service launches - Vox.com
Scroll ad blocking subscription service launches  Vox.com

Marines wanted for service's new advertising campaign - Marine Corps - Stars and Stripes
Marines wanted for service's new advertising campaign - Marine Corps  Stars and Stripes

Fiksu launches self-serve demand-side advertising platform - FierceVideo
Fiksu launches self-serve demand-side advertising platform  FierceVideo

'Legend': Advertising company honors Kobe Bryant on Spokane area billboards - KREM.com
'Legend': Advertising company honors Kobe Bryant on Spokane area billboards  KREM.com

The Pitch: Advertising and marketing news for 1.28.20 - RichmondBizSense
The Pitch: Advertising and marketing news for 1.28.20  RichmondBizSense

Super Bowl advertisers postpone marketing in wake of Kobe Bryant's death - AdAge.com
Super Bowl advertisers postpone marketing in wake of Kobe Bryant's death  AdAge.com

Network news, advertising key sources of information for Iowa caucusgoers - Waterloo Cedar Falls Courier
Network news, advertising key sources of information for Iowa caucusgoers  Waterloo Cedar Falls Courier

Demandbase Optimizes Marketing Spend With Automated Advertising - PRNewswire
Demandbase Optimizes Marketing Spend With Automated Advertising  PRNewswire

State Journal's Latek recognized for advertising excellence | Business - State-Journal.com
State Journal's Latek recognized for advertising excellence | Business  State-Journal.com

Digital ad trends for 2020: Mobile, data privacy, and contextual advertising tops agenda - Netimperative
Digital ad trends for 2020: Mobile, data privacy, and contextual advertising tops agenda  Netimperative

Yes, Mr. Peanut Is Dead. But Old-School Advertising Is Even Deader - Inc.
Yes, Mr. Peanut Is Dead. But Old-School Advertising Is Even Deader  Inc.

Digiday Research: Advertisers are more worried about the end of third-party cookies than publishers - Digiday
Digiday Research: Advertisers are more worried about the end of third-party cookies than publishers  Digiday

Why VIZIO Is Getting Into The Advertising Business - Forbes
Why VIZIO Is Getting Into The Advertising Business  Forbes

Given The Cost, Does Super Bowl Advertising Make Sense? - Forbes
Given The Cost, Does Super Bowl Advertising Make Sense?  Forbes

Survey: Seeing candidates in person not as vital as news, advertising - Southernminn.com
Survey: Seeing candidates in person not as vital as news, advertising  Southernminn.com

As Addressable TV Advertising Grows, The Industry Must Address Overwrite Measurement - AdExchanger
As Addressable TV Advertising Grows, The Industry Must Address Overwrite Measurement  AdExchanger

Digital advertising could be coming to an Uber near you - Florida Politics
Digital advertising could be coming to an Uber near you  Florida Politics

Put government on notice about advertising rules - Opinion - Wilkes-Barre Citizens Voice
Put government on notice about advertising rules - Opinion  Wilkes-Barre Citizens Voice

WV House lawmakers debate legal advertising bill - WV News
WV House lawmakers debate legal advertising bill  WV News

Alcohol Trends and Super Bowl Political Advertising - Harvard Business Review
Alcohol Trends and Super Bowl Political Advertising  Harvard Business Review

New Era Of Interactive Video Will Create More Advertising Opportunities For Brands - Forbes
New Era Of Interactive Video Will Create More Advertising Opportunities For Brands  Forbes

Planters Super Bowl advertising is still a go after Kobe Bryant's death - Chicago Business Journal
Planters Super Bowl advertising is still a go after Kobe Bryant's death  Chicago Business Journal

Whitewater Advertising Association teaches students creativity - Royal Purple News
Whitewater Advertising Association teaches students creativity  Royal Purple News

Advertising company remembers Kobe Bryant through billboards across the country - WKBN.com
Advertising company remembers Kobe Bryant through billboards across the country  WKBN.com

Direct-to-Consumer Drug Advertising Benefits Companies, but Patients Even More - Cecil Daily
Direct-to-Consumer Drug Advertising Benefits Companies, but Patients Even More  Cecil Daily

Global AI in Out-Of-Home (OOH) Advertising Market was Valued at US$ 1,808.3 Mn in 2018 and is Expected to Grow at a CAGR of 11.22% Over the Forecast Period, Owing to the Increase in AI Based Personalized Ad Content, says Absolute Markets Insights - PRNewswire
Global AI in Out-Of-Home (OOH) Advertising Market was Valued at US$ 1,808.3 Mn in 2018 and is Expected to Grow at a CAGR of 11.22% Over the Forecast Period, Owing to the Increase in AI Based Personalized Ad Content, says Absolute Markets Insights  PRNewswire

Advertisers are showing womanhood in all its bloody, hairy glory - The Hill
Advertisers are showing womanhood in all its bloody, hairy glory  The Hill

RAMMSTEIN Advertising Coming Tour With Blimps - Metal Injection.net
RAMMSTEIN Advertising Coming Tour With Blimps  Metal Injection.net

How global advertisers are pushing for a new approach to brand safety - Digiday
How global advertisers are pushing for a new approach to brand safety  Digiday

SPONSORED ADVERTISING BY ADVENTHEALTH: House Calls: Cervical Cancer, Cervical Health Awareness Month - FOX 35 Orlando
SPONSORED ADVERTISING BY ADVENTHEALTH: House Calls: Cervical Cancer, Cervical Health Awareness Month  FOX 35 Orlando

Advertisers see early promise in TikTok’s self-serve ad platform - Digiday
Advertisers see early promise in TikTok’s self-serve ad platform  Digiday

Las Vegas Postpones Activity Related To Launch Of New Advertising Campaign In Wake Of Death Of Kobe Bryant, His Daughter Gianna And Others In Helicopter Crash - Yahoo Sports
Las Vegas Postpones Activity Related To Launch Of New Advertising Campaign In Wake Of Death Of Kobe Bryant, His Daughter Gianna And Others In Helicopter Crash  Yahoo Sports

Super Bowl advertisers may not get their money's worth this year: Expert - CNBC
Super Bowl advertisers may not get their money's worth this year: Expert  CNBC

How YouTube shields advertisers (not viewers) from harmful videos - Quartz
How YouTube shields advertisers (not viewers) from harmful videos  Quartz

Census Bureau advertising campaign creates awareness for 2020 - Carlsbad Current Argus
Census Bureau advertising campaign creates awareness for 2020  Carlsbad Current Argus

Portland Advertising Agency Reintroduces Itself As Rain - StreetInsider.com
Portland Advertising Agency Reintroduces Itself As Rain  StreetInsider.com

Is the Viral Non-Ad Ad the Future of Advertising? - The New York Times
Is the Viral Non-Ad Ad the Future of Advertising?  The New York Times

Super Bowl advertisers embrace diversity ... cautiously - AdAge.com
Super Bowl advertisers embrace diversity ... cautiously  AdAge.com

WeatherTech: Lucky Dog by Pinnacle Advertising | Creative Works - The Drum
WeatherTech: Lucky Dog by Pinnacle Advertising | Creative Works  The Drum

LSU's championship run earned $200 million in free advertising for the university - WBRZ
LSU's championship run earned $200 million in free advertising for the university  WBRZ

How Advertising Technology Will Cement Streaming's Dominance Over Cable - Motley Fool
How Advertising Technology Will Cement Streaming's Dominance Over Cable  Motley Fool

Five groups receive Magnolia Advertising and Promotion money - Magnoliareporter
Five groups receive Magnolia Advertising and Promotion money  Magnoliareporter

Your Digital Detox May Be Toxic for Advertising - The New York Times
Your Digital Detox May Be Toxic for Advertising  The New York Times

Advertisers sit tight as the Grammys strikes a sour note - AdAge.com
Advertisers sit tight as the Grammys strikes a sour note  AdAge.com

The Advertising Association to lead the sector's fight against climate change - Energy Live News - Energy Made Easy
The Advertising Association to lead the sector's fight against climate change  Energy Live News - Energy Made Easy

Programmatic Advertising Is Driving Rapid Growth in Mobile Video - eMarketer
Programmatic Advertising Is Driving Rapid Growth in Mobile Video  eMarketer

The latest YouTube brand safety ‘crisis’ shows advertisers are taking a more nuanced approach - Digiday
The latest YouTube brand safety ‘crisis’ shows advertisers are taking a more nuanced approach  Digiday

Irek Zinnurov on sports advertising, tax deductions for training and other initiatives - Realnoe vremya
Irek Zinnurov on sports advertising, tax deductions for training and other initiatives  Realnoe vremya

Vic Real Estate Group turns to Acquire platform for advertising feedback - Elite Agent
Vic Real Estate Group turns to Acquire platform for advertising feedback  Elite Agent

YouTube overhauls advertising, data collection on kids content - The Washington Post
YouTube overhauls advertising, data collection on kids content  The Washington Post

Local advertising ideas for small business - Augusta Free Press
Local advertising ideas for small business  Augusta Free Press

Google's New Ad, Organic Layout Could Cost Advertisers 01/28/2020 - MediaPost Communications
Google's New Ad, Organic Layout Could Cost Advertisers 01/28/2020  MediaPost Communications

Advertising industry joins climate fight with launch of twin working groups - www.businessgreen.com
Advertising industry joins climate fight with launch of twin working groups  www.businessgreen.com

Soapbox: The death of cookies will bring new life to advertising - MarTech Today
Soapbox: The death of cookies will bring new life to advertising  MarTech Today

Bigger isn't always better: Programmatic Mechanics CEO explains why small and niche works in advertising - WGN Radio - Chicago
Bigger isn't always better: Programmatic Mechanics CEO explains why small and niche works in advertising  WGN Radio - Chicago

How Much Do Top Advertisers Pay To Produce Your Favorite Super Bowl Commercial? - TheStreet
How Much Do Top Advertisers Pay To Produce Your Favorite Super Bowl Commercial?  TheStreet

Bernie Sanders, Joe Rogan, Human Rights Campaign, and Truth in Advertising - CounterPunch
Bernie Sanders, Joe Rogan, Human Rights Campaign, and Truth in Advertising  CounterPunch

Fox Adds Commercial Time For SB LIV To Allow For More Advertisers - SportsBusiness Daily
Fox Adds Commercial Time For SB LIV To Allow For More Advertisers  SportsBusiness Daily

Gojek and The Trade Desk Launch Advertising Partnership in Indonesia - Yahoo Finance
Gojek and The Trade Desk Launch Advertising Partnership in Indonesia  Yahoo Finance

Netflix Needs Advertising Plus Subscriptions, Investor Says - Barron's
Netflix Needs Advertising Plus Subscriptions, Investor Says  Barron's

Man Hospitalized After Being Struck With Cell Phone Advertisement - Garden City, NY Patch
Man Hospitalized After Being Struck With Cell Phone Advertisement  Garden City, NY Patch

Massage Envy ramps up advertising for fast facials - Glossy
Massage Envy ramps up advertising for fast facials  Glossy

False Advertising have released a new single ahead of their tour with Gender Roles - Upset Magazine
False Advertising have released a new single ahead of their tour with Gender Roles  Upset Magazine

Making The Most Of This Year's Advertising Budgets: 15 Expert Tips - Forbes
Making The Most Of This Year's Advertising Budgets: 15 Expert Tips  Forbes

Microsoft Advertising launches sweepstakes for advertisers - Search Engine Land
Microsoft Advertising launches sweepstakes for advertisers  Search Engine Land

Amazon's Expanding Its Video-Advertising Business - The Motley Fool
Amazon's Expanding Its Video-Advertising Business  The Motley Fool

3 Technology-Driven Transformations That Will Reshape Digital Advertising in 2020 - MarTech Advisor
3 Technology-Driven Transformations That Will Reshape Digital Advertising in 2020  MarTech Advisor

AAF Memphis recognizes Ehrlich's advertising career - The Daily Memphian
AAF Memphis recognizes Ehrlich's advertising career  The Daily Memphian

SPONSORED ADVERTISING by Philippines Department of Tourism - FOX 11 Los Angeles
SPONSORED ADVERTISING by Philippines Department of Tourism  FOX 11 Los Angeles

NC animal shelter advertising 'World's Worst Cat' for adoption - WSAZ-TV
NC animal shelter advertising 'World's Worst Cat' for adoption  WSAZ-TV

Twitter messed up its advertising system after it tries to troubleshoot the Nazi-ad targeting problem - Digital Information World
Twitter messed up its advertising system after it tries to troubleshoot the Nazi-ad targeting problem  Digital Information World

American Aires Announces Phase One of a Global Online Advertising Campaign - MicroSmallCap
American Aires Announces Phase One of a Global Online Advertising Campaign  MicroSmallCap

City Council, TLC talk merits of inside/outside advertising on for-hire vehicles - amNY
City Council, TLC talk merits of inside/outside advertising on for-hire vehicles  amNY

Super Bowl 2020: the ins and outs of the big game's advertisers - The Drum
Super Bowl 2020: the ins and outs of the big game's advertisers  The Drum

B2B Paid Advertising in 2020 with Greg Finn [PODCAST] - Search Engine Journal
B2B Paid Advertising in 2020 with Greg Finn [PODCAST]  Search Engine Journal

TWRA warns of scam website advertising TN fishing license - WKRN News 2
TWRA warns of scam website advertising TN fishing license  WKRN News 2

Microsoft Advertising Ads Label In Bing Search Blend With Organic Also - Search Engine Roundtable
Microsoft Advertising Ads Label In Bing Search Blend With Organic Also  Search Engine Roundtable

A quarter of consumers discover new brands through podcast advertising, finds DMA - Telemedia Online
A quarter of consumers discover new brands through podcast advertising, finds DMA  Telemedia Online

Facebook Revises Rules On Political Advertising - NPR
Facebook Revises Rules On Political Advertising  NPR

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