Why Do You Advertise?

Advertising is a form of communication. Its intention is to attract or persuade an audience to take action or purchase products, ideals, and services. This audience is composed of readers, viewers, and listeners. All of them are part of the advertising communication. In advertising you are showcasing your business or your product to your audience in a manner that they will know what is being advertised. It is a common tool used by different companies and agencies in promoting their businesses. Whatever is the type and kind of the company, advertising is really needed.

There are different types of advertisement and they are used everyday. The following types are print advertising, broadcast advertising, outdoor advertising, covert advertising, surrogate advertising, public service advertising, and celebrity advertising. To show the distinction on the types of advertising, below are their functions and their usage.

Print advertisings are commonly printed materials like brochures, magazines, newspapers and fliers. They all have a common goal that is to let the readers know about their products or services.
Broadcast advertisings are aired advertisements through different types of broadcasting media’s like television, radio, and internet.
Outdoor advertisings are usually seen on billboards, kiosks, trade shows and events.
Covert advertisings are commonly incorporated in movies, programs, and TV shows without them being mentioned but largely showcasing the brand.
Surrogate advertisings are commonly used to showcase a different product which is related to a banned products.
Celebrity advertisings are advertisements that uses celebrity as the endorser of a certain product.

Advertisement plays a major role in a business. This is the booster or the energizer of all companies and products. Reasons for advertising varies but most of them are common in one thing and that is to let the people know about them. So what are the different reasons why companies and individuals do advertisements? Here are some of the reasons.

To introduce. Many new products, websites, and companies are now rapidly popping up into the market and in order to stand out from their niches they do advertising.
To sell. This is the most common reason in all companies and products, to sell. Companies and products are being advertise to the public using the most common advertising type, the print and broadcasting. Letting the public about their services or products.
To help. This type of reason is more of a public service.
To give information. Informations like a certain component of vegetables or fruits is one good way to fight a certain diseases.
To warn. Police departments and establishments advertise faces of people whom broken the law or committed wrong acts to the public.

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Dominate Advertising on Google With AdWords

The online world is a wonderful place to advertise any business. One of the first things you should think about will be the expense associated when you choose to do this.

Google Inc. may be the dominate player as far as search engines is concerned. They have perhaps a two-fold advertising program, Google AdSense and Google AdWords Pay Per Click Program. In this article, allow me to cover effective methods on how to advertise on Google having minimum cost. Advertising on Google can be quite profitable when done properly. Make sure you properly educate yourself prior to deciding to advertise with Google. If you ever go in blindly, advertising on Google can become very financially demanding.

How to Advertise with Google?

Google AdWords pay per click is a great advertising program that enables marketers to showcase with a Pay-Per-Click scheme. Advertising on Google by means of Pay-Per-Click or in other words PPC, you pay whenever a searcher clicks your ad. This implies your advertising could operate nonstop so you just pay Google whenever a searcher clicks your advertisement. Google’s procedure gets rid of unnecessary fees billed by many commercialized internet sites in order so they can show your advertisements on their website. You’ll still be left with debt whether or not you receive genuine visitors to your site or not through the advertising you placed. So I think Google AdWords pay per click is the right option for targeted visitors. Whenever you advertise with Google, you only pay for the actual visitors you receive, not only an advert position. This is why Google is superior from their competitors.

Google AdWords Pay Per Click Explained

When a marketer signs up to promote on Google AdWords pay per click, they will have the choice to produce both an image or text advertisement of the product or service they may be advertising. Promoters additionally must include a related list of key words. Almost all ads show on the right side of Google after a preliminary search is performed by the consumers whom are trying to find info on the internet with Google’s search engine.

You actually might be wondering how Google can evaluate which placement advertiser’s advertisements will show in the search engine. Google AdWords pay per click using a bidding and content relevancy technique to determine this. The higher a person bid on any key word, the more inclined your ad might be shown in Google.

Google’s bidding program offers publishers the ability to bid and compete for top ad placement on keywords. Bidding on keywords usually starts at five cents.

Here’s where ads are shown when you advertise with Google.

Google publishers advertising typically display on the right side of the web page when an internet search is conducted using Google. They furthermore appear on web host who agreed to allow Google to advertise on their website relevant adverts. Promoter’s adverts are only shown when a search term they’re bidding on is searched by a web searcher. Once again I want to reiterate that the advertiser only pays for clicks from web searchers.

How to advertise on Google with minimum Pay-Per-Click expense? Advertising on Google isn’t a no brainer meal ticket for publishers. Sound judgment is needed to advertise with Google. After all I’m sure you’d like to learn how to advertise on Google with minimum cost on pay-per click. The ultimate goal is to convert web searchers who click on your Google AdWords pay per click ads directly into sales. Without having sales, it’s going to hard to cash in on advertising on Google.

One method to advertise on Google and be profitable is by not being at the top placement of a search phrase you happen to be bidding on. Although being on the top of the search results will probably produce a lot of clicks on your advertisement, it will likewise get you a lot of curious searchers and not serious buyers in most cases. Statistics show that visitors usually do not usually buy from the first advert that they click, so keep that in mind when you’re bidding on search phrases.

Positioning your adverts in the latter part of the results between 5 & six, there is higher opportunity that the visitors produced through those clicks can provide more sales whenever you advertise with Google. Advertising on Google second page isn’t really necessarily a bad thing. If someone will to go to the second page of Google’s search results, that’s an indicator they may be a serious purchaser. Not to mention that what an advertiser will pay per click will be significantly cheaper versus trying to get and paid ad on the first page.

Content relevancy on your website also maximizes sales when you advertise with Google. With relevant and targeted content, you avoid confusing potential customers as to what your website advertisement is about. Keeping your links live assures consistent traffic flow to your website.

Google AdWords pay per click is an excellent choice to get immediate traffic to your website to create exposure for yourself or business. Hopefully this article gave you great ideas on how to advertise on Google.

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What is Pay Per Click Advertising?

Pay per click advertising (also known as PPC) is a great way to get visitors when you need traffic and you need it now. But it’s risky: With poor management, you can spend a fortune, generate many visits, and end up with nothing to show for it. It is an effective way to drive traffic to your website. Search engine optimization and article submissions are another form of driving traffic to your website. It is a form of marketing with major benefits. It differs from other methods of marketing in its ability to allow advertisers and marketers to measure and analyze the results of their techniques, to refine and optimize them to increase ROI beyond almost anything possible in the offline marketing world.

PPC is perhaps the most popular form of online marketing and, if managed properly, can be extremely profitable for your company. Next time you search Google, Yahoo or MSN, take a look at the right side of the screen and you’ll likely see a list of websites that appear to be separate from the search results. It is an excellent way of driving business your way almost immediately. It is not a replacement for SEO or nor other marketing and advertising mediums. It is a supplement to other channels despite the convenience of knowing your exact return on investment (ROI).

PPC is where you pay to be on the results page of a particular search engine. The paid listings usually appear as a series of ads on the right hand side of the results page but more and more search engines are mixing them in with the organic results listed horizontally in the main area of the page. It is one of the fastest ways to gain immediate exposure in Google. These accounts pay for themselves! It is a great way to secure your web site a spot at the top of search engine rankings. With the proper research and bidding strategy, your site can appear at the top of sponsored search results without straining your budget.

PPC is a short-term solution. You pay your advertising money and you appear in the sponsored listings. It is an effective method of getting instant online traffic. This process greatly facilitates people who are impatient to wait and watch online success through search engine optimization. It is fast to implement. It takes two to three weeks for us to do our work, including time for you to approve everything along the way.

PPC is another brilliant way, in-which search engines can be used to drive traffic to your site. With PPC advertising results are guaranteed AND you pay only for results received. Sounds almost too good to be true doesn’t it? It is an attractive model for advertisers because they only have to pay for actual traffic generated by their ads. It is not rocket science, nor is it all about the “tools” SEM companies use. It is simply a vehicle that can help grow your online business.

PPC is a great way to get more traffic to your site, generate interest in your site from day one and shout about a particular promotion or event. It’s fast, flexible and measurable – managed well it will deliver a great return on investment. It is one of the most common and popular forms of search engine advertising. This leads a great many people to invest in PPC advertising campaigns. It is a service operated by most of the major search engines that guarantees top search engine rankings depending on how much you bid per keyword. It has immediate results which are highly controllable and measurable.
PPC advertising is a crucial part of internet marketing. Pay per click (PPC) marketing provides increased traffic in a short period of time. It is a potential and cost effective form of advertising even to small business organizations. It can be implemented fast and has immediate response time. It is an effective way of driving relevant traffic to your website quickly. Your ad only appears when a web user has entered a search term that is directly related to content on your website.

PPC is the most optimized tool for getting the maximum exposure to your site than the organic means. Its value is sky mounting as there are many tangible benefits and you can get immediate results. It is the most effective and the widely accepted mode of marketing by means of online advertisement. From the home based small business house to the multi-million dollar giant international conglomerates the organization of varied status are today banking on the Pay per click advertising guide to attract the required traffics on their respective websites. It is where an advertiser creates an advertisement for a product or service that will be presented to a search engine (“SE”) user when the user searches on a specific key word or key word phrase. When you use an SE, you see the ads after you receive the results of the search.

PPC is a powerful online marketing tool, as it immediately assists in the promotion of the business brand and products by placing adverts at or near the top of search engines such as Google. On most occasions, pay per click advertising allows businesses to get adverts on page 1 on Google generally within one day of the advert being set-up. It is no longer new; as a result, much of the “easy” money has already been made. But I’m struck by how many companies I run across that are NOT using this method, to attract prospects or make sales on the web. It is a separate factor that still involves the search engines. It is the placement of a listing or a small ad on the search results page (Normally right at the very top and down the right hand side) for a specific keyword or phrase, you do not pay to appear at this prime position however every time a user clicks your advert you pay the specified amount agreed for each individual click, hence the name Pay Per Click.

PPC is a potent research tool for uncovering these hidden gems. For example, Google AdWords allows you to generate reports that identify search phrases people use before clicking on your ads. It is a very cost effective way of generating new sales leads and enquiries and because of the excellent tools available to advertisers; it is extremely transparent and measurable to the point of sale. It is a very popular method used by many experienced affiliate marketers. While it can be a very successful technique, it can also be overly expensive when not done properly.

PPC is cost effective and benefits the advertiser as they are only charged when a user clicks on the ad. This is essential for small budget companies as money is not being wasted and only spent on what is being utilized. It is one of those avenues that you must look into before jumping into it in order to determine if it is going to be worth it.

PPC is one of the most targeted forms of advertising available. An optimized campaign managed by a professional pay per click consultant can increase your sales & leads by targeting the right customers. It is when an advertiser pays a Web site owner a specific amount of money for each visitor that clicks on an ad. It’s a great way to drive traffic to a Web site. It is like taking a classified out on the Internet. It is a special classified ad that can literally be seen by millions of people in all different parts of the world if you want yet you only pay for those who are truly interested.

PPC is a form of marketing with major benefits. It differs from other methods of marketing in its ability to allow advertisers and marketers to measure and analyze the results of their techniques, to refine and optimize them to increase ROI beyond almost anything possible in the offline marketing world. It is a powerful advertising tool that can draw the needed traffic to your site. Know more about how you can improve your campaigns with PPC advertising articles, plus the latest developments in this category. It is when an advertiser pays a Web site owner a specific amount of money for each visitor that clicks on an ad. It’s a great way to drive traffic to a Web site.

PPC is a Search Engine Marketing tool used to get maximum exposure to a website through a key word rich advertisement. PPC stands for Pay per Click and, as reported in Forbes magazine, accounts for 2 billion dollars a year in online advertising. It is a process which allows a website/URL to be on top, in the desired search engines, without any wait! Pay per Click (PPC) is an Internet advertising model used on search engines, advertising networks, and content sites, such as blogs, in which advertisers pay their host only when their ad is clicked. It is extremely popular among online businesses, and many swear by it. It involves using specific keywords to direct interested traffic to your website.

PPC is just one of the many ways invented to make money online. But it is not of those schemes that claimed to give you instant success and money. It is quite a complicated thing. It used to be really easy five years ago, but now it’s slowly evolving into the ranks of becoming an engineer or rocket scientist. It is a rapidly growing advertising channel with more and more companies getting involved all the time. The beauty of PPC advertising is that costs are much more controllable because you are not paying just for your advert to be shown; you are only paying when someone has enough interest to click on your advert.

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Types of Advertising

The field of advertising management is made up of a system of interacting organizations and institutions, all of which play a role in the advertising process. At the core of this system are advertisers, the organizations that provide the financial resources that support advertising. Advertising is classified on the basis of the following principles: (1) Purpose (2) Media type used (3) Advertising scale and (4) Budget

National Advertising:
As clear from the term itself, it refers to advertising on a national scale, where the manufacturer stimulates the demand of the product he is offering to the ultimate customers. It refers chiefly to advertising done by a producer to get people to by his branded goods, whenever they are sold. As the advertiser is addressing to a wide audience, the immediate sales can not be expected just by a single insertion of the advertisement.

Local and Regional advertising:
As the name shows, this advertisement is confined to one specific region of any country. This is done when a product is available and is being consumed on a regional level; such advertisement takes place either from the manufacturer, the retailer or the whole seller. Just like this the local advertising is what people are pretty much familiar with as the medium is daily newspapers, radio, etc. The product which is available to the local consumers is advertised through local advertisement.

Retail Advertising:
Service organizations or the local merchants’ convey their message through retail advertising. In this, the customers are directly addressed and are induced in such a way to visit the nearest store and shop the product. The exemplary bodies are the super markets, departmental stores, discount stores etc.

Trade and Professional Advertising:
This type of advertising specifically focuses on the professional people, retailers and the whole sellers. The manufacturers aim at these people through this advertising in order to persuade them to stock its products and to feature them in their respective stores, and run a national advertising campaign for their retail advertisement.

Industrial advertising:
Industrial marketing is similar to the marketing of durables in that advertising can rarely be expected to make the sales. Rather, a salesperson is usually required to supply information and to handle the deals of the transaction. Advertising in this case, can provide the engineer or buyers with the opportunity to express interest in the product by returning a card which is request for additional information.

Image advertising:
The image advertising is undertaken by an organization in order to enhance its importance and value e.g. if the context “what we do” is addressed, then an image is used to nurture the pertinent purpose which enhances the life of a specific product.

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CPA Advertising – A Better Choice For Low Budget Online Advertising

Just like any information medium, the internet cannot survive without the advertisers. Most websites and online services are fueled by advertisement. For business newbie’s, the internet is one of the most cost-efficient ways to reach a larger number of potential customers and to increase sales.

Cost-per-action (CPA) advertising is an online marketing process where the advertiser only pays whenever an action that is indicated in their advertisement has been made like sign up a registration form or buys a product. For instance, a client is asked to sign up a form with their e-mail address and zip code, when they submit the form, the client will be paid by the advertiser.

Unlike the traditional cost-per-click (CPC) model for marketing where an advertiser has to pay for every click or view of their advertisement without the assurance of getting a lead or if a product would be sold, CPA is a much better choice for low budget advertisers.

CPA advertising is strictly a performance-based advertising. There is more assurance that the money that an advertiser pays for advertising will be converted into profit unlike assuming that a product will be sold by just seeing the advertisements.

In CPA advertising, a return of investment is also assured especially for an up starting company or individual who is only starting to build a business. It is also an effective way of reaching out to a larger number of prospective customers without expanding the limits of a business’ resources.

A CPA network takes charge of the CPA advertising. The network pays out affiliates in exchange for their traffic from the agreed fees from the advertisers for the cost-per-lead or cost-per-sale. Conversions-meaning conversion of advertisement to leads (visitor to a site that discloses personal information in order to be approached for a product to be sold) or sale of products-are dependent on the traffic while at the same time; the network is dependent on conversions. More conversions mean larger revenues for both the network and the advertiser.

It is best to take note that an advertiser must make sure to provide a high quality product to produce high-conversion rate for the product or service being sold. In this way, a CPA network will immediately approve an advertiser’s application especially when one is new in the business.

Because a company or businessman can save in this kind of advertising, more likely, they can save more for their online advertisement campaign and use their savings for other aspects in their campaign.

Because this kind of advertisement is also being utilized by major branded corporations, it can also be used by companies as testing grounds for the effectiveness of their advertisement before launching into a major advertisement campaign.

Whether an advertiser relies on CPA advertisement or not, the success of a high rate of sold products by advertisement does not rely on the mode of advertisement but on how the product is packaged for the consumers to buy the product. Keep on track and see if what’s best for a business’ advertising needs.

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Advertising and Its Types to Improve Business

The global market is changing day in and day out. Every company is trying desperately to get an edge over its competitors. This sense of competition is heightened by the growing number of consumers. Advertising has become the modern day tool for these companies who are always looking to strengthen their client base. But before we proceed with advertising, one has to know what it stands for. In simple words advertising is nothing but the act of promoting one’s product in the market. Any kind of good commercial advertising should also be able to persuade hosts of customers to increase their consumption of a particular product.

Consumers of the present times are driven by brands. These brands managed to become household names primarily because of their advertising campaigns. Advertising has become the tried and tested formula that company’s use to create high demand for their manufactured products. Today advertising is being used by a number of sectors like religious groups, political parties, governmental agencies and many more. These organizations have realized the worth of promoting themselves to a larger population.

Advertising has its roots in ancient Egypt where people used to distribute wall posters, sales messages written on papyrus. With time these gave way to a more modern format of using billboards. In fact billboards are believed to be the starting point of product oriented advertising. Over the years this canon of promoting items through ads has been split into a number of groups. Here is a list of these branches or types of advertising. There are basically four basic kinds of advertising. These may be described as the following:

1) Print advertising: This is one of the earliest forms of advertising that people followed before the outbreak of electronic devices like radio, television etc. Print advertising is basically restricted to trade journals, magazines and newspapers. Newspapers are the biggest reason behind the ongoing popularity of print advertising.

2) Radio advertising: Radio was a favorable medium for promotion consumer goods until the invention of television sets.

3) Television: Television is considered to be the biggest medium of advertising. Television commercials help companies reach out to millions of consumers worldwide urging them to try out their products. One major characteristic about television advertisements is that it uses a jingle along with its visuals to grab the attention of consumers. In fact this television advertising has given birth to a new form of promotional strategy termed as infomercials. These infomercials are usually longer advertisements that try to convince buyers by showcasing demos. A standard infomercial starts with duration of five minutes, but may vary depending on the nature of the product.

4) Online advertising: Internet has become one of the best platforms for companies willing to advertise their products. Online advertising basically tries to convey marketing messages to draw the attention of netizens. The most common forms of internet advertising are email-marketing, online classifieds, social network advertising, banner advertisements, search engine advertising and the list just goes on and on.

There are also a number of other advertising tricks like billboards advertising, mobile-billboard marketing, covert advertising that continue to influence the minds of millions of buyers. All these advertising techniques are giving way to new genres of product marketing. Thus the future of advertising seems to be perfectly bright as more and more companies come up with their range of products. If you are having desire to find good advertising of your websites or products then you can get good help of Shri Sahu Services and Shri Sharma Services which will provide you good marketing of your site and products.

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Role of Media Advertising Agencies in Business Promotion

Advertisement is known to be the key to a successful business. There are many forms of advertisements. Media is one among them. With the growing need of advertisements for developing business, there has been a considerable growth in the number of media advertising agencies.

Different Forms of Media Advertising

The different methods of advertising products through televisions, newspapers, radio, internet, mails and so forth is known as media advertising. The main motive of the these agencies is to take advantage of advertisements to increase the sales of a company and thereby overall profit.

How to Choose Advertising Agencies

Choosing correct media advertising agencies can be a difficult task as there are many online agencies that help companies to gain the required exposure through advertisements.

A proper research should be done online before taking advantage of the services of these agencies. Marketing your product to maximise sales should be the main priority of media advertising agencies.While choosing agencies, it is important to know whether these agencies have a successful past of marketing products. These agencies should be able to demonstrate the different strategies they adopt to market your product effectively. Maximum exposure to your products and services should be the motto of reliable and efficient media advertising agencies.

These agencies include professionals with various departments. These professionals take care to advertise your products in a manner that leads to increased sales and profit. Gone are the days when advertisements were done only through newspapers and televisions. Today with the help of media advertising agencies, businesses can utilize online advertising through internet.

By using the media advertising services for marketing your products, you can also save a lot of time and money. It is also important to bear in mind that your advertising agency should have a thorough idea about your products so that marketing is done effectively. Poor advertisements lead to poor response and lower sales. So it is crucial that you chalk out a plan along with your advertising agency in order to market your products.

Small and medium industries gain exposure only through effective advertisements. Online advertisements help them to reach out to a wide range of customers anywhere in the world. But it is important to choose professional who can help these industries to advertise their products in such a way that it attracts customers.

There are a wide number of advertising agencies in the B2B marketplaces. Some of the agencies that offer their services in advertising products include the Solid Action (India), Mod Interior, Shree Rani Sati Group and so forth. These agencies help to promote business by providing solutions to accelerate sales and maximise profits.

By utilizing the services of media advertising agencies, businesses can improve their sales and obtain more profit. It is to be noted that the methods of advertising has evolved since the olden days. The growing use of internet and other online facilities have accelerated the growth of online agencies for the purpose of advertising. The entire scenario of the business has undergone a substantial change with the use of these advertising agencies.

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Auto Repair Advertising – Why Most Advertising Doesn’t Work

When it comes to auto repair advertising for shops most owners wonder why their advertising doesn’t work. The answer is simple; because they don’t know how to do it correctly. It really is sad to see so many shops with great potential waste money simply because of the ineffective auto repair advertising they use. So, why exactly is it that most advertising doesn’t work?

In repair shop advertising it is said that the attention of the reader or potential client is what actually matters. The primary idea is to create something unique and catchy that will leave the client curios. Here is why most advertising doesn’t work.

1. It’s just not working

Many shop owners experience the very same problem. Even though it is clearly notable that their current auto repair advertising isn’t working, they still tend to keep it running. Why? Because they are not really sure whether it’s working or not so they feel hesitant to stop it simply because this might be one of their main forms of auto repair advertising. It’s really simple. If your advertising isn’t working for your auto repair shop – stop it!

2. You are not testing or measuring

In advertising, it is essential for any shop owner to measure and test their current advertising campaigns. For example; if you are going to engage in direct advertising, you would want to measure the campaign in order to determine whether or not the advertising method is working. If you r ads are working you need to roll them out on a larger scale and if they are not working – stop it and use the money on another advertising strategy that could possibly increase your business with 100% or even 200%.

3. You are following the competition

One of the biggest mistakes shop owners are making in advertising is following their competition. They tend to advertise on several publications and media simply because their competitors are doing so. Don’t ever make the mistake of thinking that your competitors are where they are because of super advertising. It’s more likely that they are there because of everyone else and they don’t even have any idea whether or not their advertising methods are working.

4. You failed to use AIDA

AIDA – This is a classic formula used in the advertising world and is well worth remembering.
A – Attention
I – Interest
D – Desire
A – Action

- Attention: The primary goal of your advertising is to capture the potential client’s attention. You can achieve this with a suitable advertising headline. When doing this, be adventurous. Test different things to see what works.

- Interest: Once you have managed to capture the attention of your potential client’s, you need to create an interest in you service which in this case in the auto repair industry.

- Desire: There is a huge difference between being interested in a service and actually desiring a service. It is your responsibility to use your auto repair advertising method to turn the client’s interest into a desire.

- Action: Should you achieve in getting turning your potential client’s interest into desire, the next thing they would want to do is take action. You should make it easy for them to do so.

There are many auto repair business owners failing to implement the AIDA formula into their advertising methods. Essentially this could be a great contribution as to why most advertising doesn’t work.

5. You don’t have a driving force behind your advertising

One very important principle that should be used in all auto repair advertising campaigns is the benefits of your service. Before you are going to turn an interested client into a paying client, they need to understand the full benefits of your service and what you have to offer. Use your advertising as a personal communication tool and make it all about the customer – not you.

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Online Advertising for Small and Medium Enterprises – A Huge Marketing Advantage

The importance of online advertising for Small and Medium Enterprises (SME) can never be understated. It is also complete misguided thinking from the SME fraternity, that advertising will be expensive, time consuming and that the results are not always guaranteed.

Advertising for small business is extremely important

Why in the world is there a need for advertising? Why do giant conglomerates advertise? If such gargantuan companies find the need for advertising, shouldn’t there be an even bigger demand for local community advertising?

Simply put, all companies whether big or small, advertise with the purpose of increasing their revenues and sales. But in saying so, it should also be put quite clearly that advertising could become expensive if you do not make informed decisions. Your final decision must be based on comparisons and true value for money.

Thus, the importance of online advertising for Small and Medium Enterprises must be understood

When huge corporations are spending a fortune on advertising, is it not understandable that small business can also benefit from this practice? Conceivably, it will be on a much lower scale and the advertising will be aimed at the local community and areas of operation.

The advantage of advertising cannot be neglected, as it enhances the image of the company, and brings the goods and services right to the forefront of potential buyers. It is this particular power of advertising that gets companies noticed, and extends their marketing footprint. Ironically, the smaller the company, the more it should spend its efforts on advertising because the potential return on investment is directly linked to this.

The uncertainty of advertising is a low risk consideration

There is always a risk with advertising as the results can never be known for sure. This is the very reason why advertising is spread over TV, radio, newspapers, magazines and the internet.

Online advertising is extremely important, more so for small businesses and in the case of small companies catering to local businesses. This is because online advertising can target extremely specific markets that cater for niche products and services.

The advantage of advertising by targeting markets online

The target market is the market which has people who are ready to spend on what you are selling. By advertising online, Small and Medium Enterprises are addressing the needs of these clients very effectively. By catering to very specific niches of consumers, you are honing in on people who are quick to take a buying decision.

After all, when so many millions of people are now relying more and more on the internet, what better way of advertising to them than by advertising online?

What is the BIG advantage of advertising ONLINE?

This form of advertising is highly effective as it allows advertisers to get a direct response from consumers and this is beneficial to both the consumer and the seller. Every small business owner has a computer these days, so even a simple but well structured email marketing campaign, has the potential to effortlessly reach clients.

Thus understanding the importance of online advertising for Small and Medium Enterprises is extremely important, more so in the case of advertising for small business and local community advertising.

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Why Small Businesses Must Advertise Or Perhaps Die!

There is an ageless axiom in advertising that states when business is good it pays to advertise, but when business is bad, well then one must advertise!

There is certainly no arguing that spreading the word about your business, products, or services is necessary no matter how great a value or benefit your products and services have to offer.

Let’s say for example that you had the cure for the common cold. No doubt virtually everyone would be interested in your product. However if no one knows about your product or knows where to get it, then most likely no one will find it. In other words, the quality or the benefit of the product is not enough to make the product a success. The marketplace has to know what the product can do and, maybe more importantly, where to get it.

Simply that’s what advertising does. Today consumers are bombarded with messages every minute. The challenge is to make sure your potential customers remember your message.

For generations throughout most of the 19thand 20thcenturies, there was little need for small business owners to advertise much. Word of mouth, a solid reputation, and an established customer base usually were enough to maintain a sufficient revenue stream that generated some profit. Small business owners knew most of their customers well enough, personally or professionally, to maintain their business. Competition was present, but often not intense enough to cause too much concern. Usually there was room enough in the market for everyone to make a living.

Advertising – if it was done at all – was mostly done around special events or time of year. Small business owners did the traditional and necessary stuff. They relied on newspaper ads, radio, signs, and maybe television.

Some of the advertising was effective, but for the most part advertising was not necessary for survival. Of course there were exceptions then and there are exceptions now.

Certain businesses have always had to advertise regularly. These include vehicle dealerships and retail stores particularly. But for the most part, most small businesses – and particularly B2B (business-to-business) enterprises didn’t advertise much at all aside from the occasional ad in the trade journal. The latter was usually perceived as mandatory or obligatory. It may not have been much of a sales generator.

Things began to change in the decade of the 1990′s when the world began to shrink thanks mostly to great advances in electronics and communications. The Internet and the World Wide Web brought us all closer to things far, far away. The changes were gradual at first, but momentum has increased steadily and continues today. Frankly, there will be no stopping it any time soon.

Direct-to-consumer small businesses have responded well. The market expanded well beyond the neighborhood for them thanks to E-commerce. Shopping on line has become routine for millions of consumers. The smallest of businesses can ship its product to almost anywhere in the world.

The small B2B enterprises have not responded as well as their direct-to-consumer counterparts. Competition for the B2B enterprise has increased from outside the traditional market and from outside the country. It is a global economy, not just a neighborhood anymore. What was automatic is no longer automatic. Long established customers are courted from afar by new competitors. Established business contacts are no longer present. Buyers and decision-makers are far away, not down the street or across town as they once were. The company headquarters down in Dallas is calling the shots for the Wisconsin location. The contractor from Phoenix is looking for a masonry contractor in Ohio. That’s the way of B2B commerce today.

To survive in the new world economy, both the small direct-to-consumer business and the small B2B business must now do something that hasn’t been done very often or very well for generations. The small business owner must now advertise effectively. Advertising effectively is not just advertising more of the same, but advertising by using methods outside of, instead of, or in addition to the old traditional ways.

Patience is not a typical trait of entrepreneurs and small business owners. The lack of patience on their part is particularly true when it comes to advertising. Most entrepreneurs and small business owners have tried one form or another of the established forms of advertising including newspaper and journal print ads (display advertising), radio or television (media advertising) or direct marketing at least one time.

Consequently, there are many small business owners that will swear that advertising is a waste of money.

Advertising specialists and Marketing experts measure everything. Nothing is left to chance or luck. These specialists and experts know that repetition is essential to any effective advertising program. While it is possible to get lucky the first time, almost always advertising will take time and repetition to be effective.

Signs are a perfect illustration. Advertising professionals know that signs have a very high percent of Recall. Billboards, yard signs, and vehicle signage can have as high as a 96% Recall factor. In other words, people remember the message or important information that the sign provides.

Recall is not Recognition however. A person will drive by an outdoor billboard 20-22 times on average before noticing it. We know this because marketing experts have measured the traffic.

What does this mean for the business owner? There are 21.75 work days per month for the average worker. Large outdoor signage contracts are monthly, but the basic outdoor package is ninety days or more. In other words, advertising experts conclude that there is a statistical probability that the population of drive-by traffic will view and recall an outdoor sign at least once in a business month or at least three times during the three month period of a basic contract. How many people drive by? That depends on the location of course, but the sign company will know how many will pass and the particular demographics of the passerby at various times of the day. Once again, the demographics are measured.

Similar or identical measuring principles apply to all other ad media. Since advertising stimulates people to call or to visit the place of business and advertising encourages the visitors to become customers who purchase products, then it is understandable why frequency and repetition are keys to advertising success.

Speaking of other media, the advertising efforts of any business cannot rely on one method or media. Using one method of advertising is rarely successful. The company’s advertising effort must be a combined and coordinated program with a singular purpose and message. Seeking the advice of advertising or marketing professionals before launching an advertising program is highly recommended and very beneficial.

Furthermore, advertising must be viewed as an investment aimed to generate new customers and new opportunities. In other words, advertising should increase or otherwise benefit sales revenue. How will the small business owner know it is working? You guessed it. The business owner will measure the results and compare the revenue to the investment. How much a business owner spends on advertising depends on the nature of the business and the return on the investment expected or sought.

Advertising can be expensive, but I have identified in the following paragraphs some inexpensive and effective advertising methods that will stimulate product awareness and that will generate the desired results for both direct-to-customer and B2B businesses.

Web site: An effective, commercial web site is essential for any small business in our present economy. Searching the web for information is now the method of choice for not only direct customers, but also business-to-business customers.

Signage: Whether a permanent or portable outdoor sign, yard or street corner signs, vehicle signs, or company uniforms or clothing, signs are very effective. Every piece of moving equipment and every employee is a potential moving sign. An employee in a uniform becomes a walking billboard.

Direct Marketing: Direct marketing whether by mail, email, fax, flyers, canvassing, personal delivery, or other methods remain as solid advertising choices with good return on investment. Frequent and repetitive contacts with targeted customers or market segments are essential however. Once is just not enough!

Cable TV Advertising: Cable TV advertising is the fastest growing medium in advertising today. It is a great way to reach consumers directly so this medium is better suited for the direct-to-customer business, but there are exceptions. Unlike advertising on the local stations of the major Television networks, the cable television providers offer very diverse and highly targeted advertising packages to the local markets at very affordable prices. Often cable providers will produce the commercial for a small fee or include the cost in the advertising package. If Cable TV advertising is a viable advertising option, it is without a doubt the best value and the best return on investment in the market today.

Print Collateral: Color printing is no longer the expensive venture it was in the past. The days of printing 10,000 copies of a brochure to assure a low price per piece are gone. Thanks to direct-to-press digital printing and on-demand printing, the cost to produce a small quantity of company brochures or flyers is reasonable. Additionally, thanks to the ease of editing digital and small quantity printing, revisions or updates are easily applied to keep the collateral piece current. Additionally, thanks to computer hardware and software technological improvements, and affordable, high quality printers, brochures can be produced internally. The business owner must weigh the possible savings compared to the message that a less than professionally prepared collateral piece conveys. Like all other advertising, printed material conveys not only the message, but also conveys the quality image of the company. If your message is printed on a low quality printer using economical printer paper, then that is likely the message you send to your would-be customer. On the other hand, if your message is printed on a higher quality paper stock at the highest quality setting, then the message you send will be quite different. The brochure or print collateral must have the feel of quality.

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