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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 Thu. February / 29 / 2024

Google faces $2.27 billion lawsuit over advertising practices - Search Engine Land
Google faces $2.27 billion lawsuit over advertising practices  Search Engine Land

Google 'predatory' advertising practices probe expanded by Canada antitrust watchdog - New York Post
Google 'predatory' advertising practices probe expanded by Canada antitrust watchdog  New York Post

Canada Antitrust Watchdog to Expand Probe Into Google's Advertising Practices - The Wall Street Journal
Canada Antitrust Watchdog to Expand Probe Into Google's Advertising Practices  The Wall Street Journal

World Creative Rankings 2024: advertising's top companies, campaigns & people announced - The Drum
World Creative Rankings 2024: advertising's top companies, campaigns & people announced  The Drum

Why did the Supreme Court ban Baba Ramdev’s Patanjali from advertising its products? - The Indian Express
Why did the Supreme Court ban Baba Ramdev’s Patanjali from advertising its products?  The Indian Express

Russian Lawmakers Pass Advertising Ban for 'Foreign Agents' - The Moscow Times
Russian Lawmakers Pass Advertising Ban for 'Foreign Agents'  The Moscow Times

Comcast Advertising Launches Signal Authentication Service to Improve the Accuracy of Cross-Screen Measurement ... - Yahoo Finance
Comcast Advertising Launches Signal Authentication Service to Improve the Accuracy of Cross-Screen Measurement ...  Yahoo Finance

News outlets are collapsing as advertisers flock to social media platforms. It has major implications for society - CNN
News outlets are collapsing as advertisers flock to social media platforms. It has major implications for society  CNN

Hulu advertising resolves conflict over 'religious indoctrination' - Deseret News
Hulu advertising resolves conflict over 'religious indoctrination'  Deseret News

Amazon hints at post-cookie ad tech project called ID++ - Ad Age
Amazon hints at post-cookie ad tech project called ID++  Ad Age

Delaware Officials Post New Draft Rules For Marijuana Tracking, Advertising And Packaging As State Prepares To ... - Marijuana Moment
Delaware Officials Post New Draft Rules For Marijuana Tracking, Advertising And Packaging As State Prepares To ...  Marijuana Moment

‘We’re being set up to fail’: New York cannabis advertising restrictions pummeling dispensaries - syracuse.com
‘We’re being set up to fail’: New York cannabis advertising restrictions pummeling dispensaries  syracuse.com

The Advertising Research Foundation Unveils a New Resource for Using AI in Advertising Research - Yahoo Finance
The Advertising Research Foundation Unveils a New Resource for Using AI in Advertising Research  Yahoo Finance

Magnite Earnings: Recovering Advertising Demand Lifts Revenue and Cash Flow - Morningstar
Magnite Earnings: Recovering Advertising Demand Lifts Revenue and Cash Flow  Morningstar

AG files false advertising lawsuit against JBS USA - MEAT+POULTRY
AG files false advertising lawsuit against JBS USA  MEAT+POULTRY

Inside Quaker's 'iterative' approach to make its advertising work globally and locally - Digiday
Inside Quaker's 'iterative' approach to make its advertising work globally and locally  Digiday

FTC Announces $16.5 Million Settlement Against UK Service Provider and Ban from Selling Browsing Data for ... - Privacy & Information Security Law Blog
FTC Announces $16.5 Million Settlement Against UK Service Provider and Ban from Selling Browsing Data for ...  Privacy & Information Security Law Blog

Appellate court upholds $21 million judgment against for-profit college regarding unfair competition and false ... - Consumer Finance Monitor
Appellate court upholds $21 million judgment against for-profit college regarding unfair competition and false ...  Consumer Finance Monitor

B2B PR and Content Creativity vs. Advertising - MarketingProfs.com
B2B PR and Content Creativity vs. Advertising  MarketingProfs.com

Sinclair Q4 Revenues Down 14%, Core Advertising Inches 2% Higher 03/01/2024 - MediaPost Communications
Sinclair Q4 Revenues Down 14%, Core Advertising Inches 2% Higher 03/01/2024  MediaPost Communications

IAB PlayFronts Returns for Third Year, Reinforcing Gaming Advertising's Effectiveness - Longview News-Journal
IAB PlayFronts Returns for Third Year, Reinforcing Gaming Advertising's Effectiveness  Longview News-Journal

New CCPC Guidelines for Social Media Influencer Advertising - Lexology
New CCPC Guidelines for Social Media Influencer Advertising  Lexology

Microsoft advertising business could be $50B asset, says Barclays - TipRanks.com - TipRanks
Microsoft advertising business could be $50B asset, says Barclays - TipRanks.com  TipRanks

Atlantic School Board Approves Advertising and Hiring a Director of Student Services - KSOM
Atlantic School Board Approves Advertising and Hiring a Director of Student Services  KSOM

Navigating the Regulatory Maze: Understanding the ASA Ruling re. Supreme CBD - The National Law Review
Navigating the Regulatory Maze: Understanding the ASA Ruling re. Supreme CBD  The National Law Review

Black artists and creatives to watch, according to a Black designer in advertising - Campaign US
Black artists and creatives to watch, according to a Black designer in advertising  Campaign US

New Go Addressable and CIMM Study Demonstrates How Addressable TV Advertising Increases Reach of Linear TV ... - Yahoo Finance
New Go Addressable and CIMM Study Demonstrates How Addressable TV Advertising Increases Reach of Linear TV ...  Yahoo Finance

The Newly Appointed Advertising CEO With The Mighty Mouse Heart 02/29/2024 - MediaPost Communications
The Newly Appointed Advertising CEO With The Mighty Mouse Heart 02/29/2024  MediaPost Communications

Boston man accused of stealing money, falsely advertising room on Facebook Marketplace - Yahoo News
Boston man accused of stealing money, falsely advertising room on Facebook Marketplace  Yahoo News

AGCO's ban on athletes advertising igaming products now in effect - EGR Global
AGCO's ban on athletes advertising igaming products now in effect  EGR Global

Advertising the Fight Against Antisemitism - Jewish Journal
Advertising the Fight Against Antisemitism  Jewish Journal

Lindenwood's Advertising Students travel to Kansas City to compete in the National Student Advertising Competition - Lindenlink
Lindenwood's Advertising Students travel to Kansas City to compete in the National Student Advertising Competition  Lindenlink

Owning Your Crown: The Importance of Celebrating Black Hair in Advertising - Adweek
Owning Your Crown: The Importance of Celebrating Black Hair in Advertising  Adweek

HOAX: These Facebook posts advertising jobs at Naivas Supermarket chain are fraudulent - PesaCheck
HOAX: These Facebook posts advertising jobs at Naivas Supermarket chain are fraudulent  PesaCheck

This Jack Daniel’s Ad was Banned for Encouraging Reckless Drinking - Whiskey Raiders
This Jack Daniel’s Ad was Banned for Encouraging Reckless Drinking  Whiskey Raiders

Anstrex Unveils Revolutionary TikTok Ad Intelligence Product for E-commerce and Mobile App Advertisers - News Channel Nebraska
Anstrex Unveils Revolutionary TikTok Ad Intelligence Product for E-commerce and Mobile App Advertisers  News Channel Nebraska

Intuit Violates FTC Act with Deceptive TurboTax Advertising - JD Supra
Intuit Violates FTC Act with Deceptive TurboTax Advertising  JD Supra

‘A Trojan horse of legitimacy’: Shell launches a ‘climate tech’ startup advertising jobs in oil and gas - The Guardian US
‘A Trojan horse of legitimacy’: Shell launches a ‘climate tech’ startup advertising jobs in oil and gas  The Guardian US

Google Hit With $2.3bn Lawsuit Over Digital Ad Losses - Silicon UK
Google Hit With $2.3bn Lawsuit Over Digital Ad Losses  Silicon UK

NEW COUNTY AUDIT SAYS TDC INCREASED ADVERTISING BUDGET TO $36M WITH NO EXPLANATION - Florida Keys Weekly
NEW COUNTY AUDIT SAYS TDC INCREASED ADVERTISING BUDGET TO $36M WITH NO EXPLANATION  Florida Keys Weekly

Advertising & Public Relations Database - DeSmog
Advertising & Public Relations Database  DeSmog

Federal Court orders Google to surrender records to government investigation of advertising dominance 'harm' - National Post
Federal Court orders Google to surrender records to government investigation of advertising dominance 'harm'  National Post

Wieden+Kennedy axes 20% in Portland - More About Advertising
Wieden+Kennedy axes 20% in Portland  More About Advertising

OUR LOCAL TEAM: It's been an honour to help businesses grow through advertising - NotlLocal.com
OUR LOCAL TEAM: It's been an honour to help businesses grow through advertising  NotlLocal.com

PGA Tour bolsters integrity efforts by joining Coalition for Responsible Sports Betting Advertising - Yogonet International
PGA Tour bolsters integrity efforts by joining Coalition for Responsible Sports Betting Advertising  Yogonet International

Briefing: Publishers Allege Google Advertising Tools Deprived Them of Income - The Information
Briefing: Publishers Allege Google Advertising Tools Deprived Them of Income  The Information

Locafy Announces Partnership Agreement with diDNA to Enhance Digital Property Portfolio with Leading Advertising ... - GlobeNewswire
Locafy Announces Partnership Agreement with diDNA to Enhance Digital Property Portfolio with Leading Advertising ...  GlobeNewswire

How much do Georgian politicians spend on social media advertising? A study by ISFED - JAMnews
How much do Georgian politicians spend on social media advertising? A study by ISFED  JAMnews

Telegram to Launch Advertising Platform Using TON Blockchain - Cryptonews
Telegram to Launch Advertising Platform Using TON Blockchain  Cryptonews

New Study Looks at Travelers' Perceptions of Airport Advertising - Branding in Asia Magazine
New Study Looks at Travelers' Perceptions of Airport Advertising  Branding in Asia Magazine

Techint Labs Achieves B Corp Certification, Pioneering Sustainable Digital Advertising - BNN Breaking
Techint Labs Achieves B Corp Certification, Pioneering Sustainable Digital Advertising  BNN Breaking

American Advertising Federation's 2024 Class of Most Promising Multicultural Students | LBBOnline - Little Black Book - LBBonline
American Advertising Federation's 2024 Class of Most Promising Multicultural Students | LBBOnline  Little Black Book - LBBonline

Russia's parliament approves bill banning advertising on websites of 'foreign agents' - Reuters
Russia's parliament approves bill banning advertising on websites of 'foreign agents'  Reuters

AI Replaces Keywords, Gives Advertising Insight Into Black Box Data 02/28/2024 - MediaPost Communications
AI Replaces Keywords, Gives Advertising Insight Into Black Box Data 02/28/2024  MediaPost Communications

American Advertising Federation's Most Promising Multicultural Student Program | LBBOnline - Little Black Book - LBBonline
American Advertising Federation's Most Promising Multicultural Student Program | LBBOnline  Little Black Book - LBBonline

Digital Advertising & Publishing Industries' Annual Crossover Event: Launch Ceremony of The 6th "HK Digital ... - Macau Business
Digital Advertising & Publishing Industries' Annual Crossover Event: Launch Ceremony of The 6th "HK Digital ...  Macau Business

Don't fear the new: Taking calculated risks in advertising - Fast Company
Don't fear the new: Taking calculated risks in advertising  Fast Company

KMP invests in AI computer vision and consumer engagement advertising platform SmartRetail - TNGlobal - TechNode Global
KMP invests in AI computer vision and consumer engagement advertising platform SmartRetail - TNGlobal  TechNode Global

HP says cyber criminals use advertising tools for hacking - The Jerusalem Post
HP says cyber criminals use advertising tools for hacking  The Jerusalem Post

How the Pentagon Learned to Use Targeted Ads to Find Its Targets—and Vladimir Putin - WIRED
How the Pentagon Learned to Use Targeted Ads to Find Its Targets—and Vladimir Putin  WIRED

Sky reviews giant media account at WPP’s EssenceMediacom - More About Advertising
Sky reviews giant media account at WPP’s EssenceMediacom  More About Advertising

Future of TV Briefing: DoubleVerify and Roku uncover CTV ad fraud scheme costing advertisers $7.5M per month - Digiday
Future of TV Briefing: DoubleVerify and Roku uncover CTV ad fraud scheme costing advertisers $7.5M per month  Digiday

Price Transparency Bill passes CO Committee - KKCO
Price Transparency Bill passes CO Committee  KKCO

Revolutionizing Advertising: Dr. Aaron Andalman Unveils AI-Driven Inclusivity at Cognitiv - BNN Breaking
Revolutionizing Advertising: Dr. Aaron Andalman Unveils AI-Driven Inclusivity at Cognitiv  BNN Breaking

Google: Apple rejected Microsoft Bing deal over quality worries - Search Engine Land
Google: Apple rejected Microsoft Bing deal over quality worries  Search Engine Land

2024 is a huge year for political advertising. What does that mean for other advertisers? - Insider Intelligence
2024 is a huge year for political advertising. What does that mean for other advertisers?  Insider Intelligence

Warner Bros. Sales Miss as TV Advertising Continues to Fall - Bloomberg
Warner Bros. Sales Miss as TV Advertising Continues to Fall  Bloomberg

Google's Advertising Dominance Under Scrutiny: Canadian Competition Bureau Steps In - BNN Breaking
Google's Advertising Dominance Under Scrutiny: Canadian Competition Bureau Steps In  BNN Breaking

The marketer's moment: an essential guide to advertising measurement in 2024 - The Drum
The marketer's moment: an essential guide to advertising measurement in 2024  The Drum

Digital advertising: key updates for businesses (February 2024) - Lexology
Digital advertising: key updates for businesses (February 2024)  Lexology

Campaign Chemistry: The New York Times Advertising global chief advertising officer Joy Robins - Campaign US
Campaign Chemistry: The New York Times Advertising global chief advertising officer Joy Robins  Campaign US

TransUnion Partners with Samooha, by Snowflake, to Drive Privacy-First Data Collaboration in Advertising - Yahoo Finance
TransUnion Partners with Samooha, by Snowflake, to Drive Privacy-First Data Collaboration in Advertising  Yahoo Finance

Things are about to get weird – why advertisers should embrace humour and surrealism - Creativebrief
Things are about to get weird – why advertisers should embrace humour and surrealism  Creativebrief

Tripadvisor Isn’t as Dependent on Its 2 Biggest Advertisers Anymore - Skift Travel News
Tripadvisor Isn’t as Dependent on Its 2 Biggest Advertisers Anymore  Skift Travel News

Amazon Prime incluirá publicidad limitada en series y películas - ELSATE.com (English)
Amazon Prime incluirá publicidad limitada en series y películas  ELSATE.com (English)

Etherscan's $26m revenue is all from advertising - Tech in Asia
Etherscan's $26m revenue is all from advertising  Tech in Asia

Kentucky Statewide Classified Advertising - The Falmouth Outlook
Kentucky Statewide Classified Advertising  The Falmouth Outlook

How advertising can accelerate a sustainable economy - PoliticsHome
How advertising can accelerate a sustainable economy  PoliticsHome

Committee of Advertising Practice to crack down on vape advertising - Convenience Store
Committee of Advertising Practice to crack down on vape advertising  Convenience Store

Who Said Display Is Dead? PubMatic Grows Banner Budgets By 9% - AdExchanger
Who Said Display Is Dead? PubMatic Grows Banner Budgets By 9%  AdExchanger

Ritz Is Facing A Lawsuit Over False Advertising Of ‘Real Cheese’ Filling Of Their Crackers: It’s ‘Not Cheese’ - SheFinds
Ritz Is Facing A Lawsuit Over False Advertising Of ‘Real Cheese’ Filling Of Their Crackers: It’s ‘Not Cheese’  SheFinds

DoubleVerify Unmasks CTV Ad Fraud Scheme, CycloneBot - MarTech Series
DoubleVerify Unmasks CTV Ad Fraud Scheme, CycloneBot  MarTech Series

Eastpak dresses new global campaign in cosplay - More About Advertising
Eastpak dresses new global campaign in cosplay  More About Advertising

New Go Addressable and CIMM Study Demonstrates How Addressable TV Advertising Increases Reach of Linear TV ... - Chronicle-Tribune
New Go Addressable and CIMM Study Demonstrates How Addressable TV Advertising Increases Reach of Linear TV ...  Chronicle-Tribune

Atturo Tires launches national advertising TV campaign - Tire Business
Atturo Tires launches national advertising TV campaign  Tire Business

Google Faces Wider Antitrust Probe Over Online Ads in Canada - Financial Post
Google Faces Wider Antitrust Probe Over Online Ads in Canada  Financial Post

Swiss House of Representatives Rejects Tobacco Advertising Bill Amidst Varied Party Views - BNN Breaking
Swiss House of Representatives Rejects Tobacco Advertising Bill Amidst Varied Party Views  BNN Breaking

Scam Cases Surge by 50%: Call for Accountability in Social Media Advertising - BNN Breaking
Scam Cases Surge by 50%: Call for Accountability in Social Media Advertising  BNN Breaking

Alkimi Revolutionizes Digital Advertising with Decentralized Exchange, Slashing Fees to 3-5% - BNN Breaking
Alkimi Revolutionizes Digital Advertising with Decentralized Exchange, Slashing Fees to 3-5%  BNN Breaking

AGCO introduces ban on athletes in Ontario igaming advertising - Focus Gaming News
AGCO introduces ban on athletes in Ontario igaming advertising  Focus Gaming News

Fox employs Madhive's new local CTV political ad marketplace - StreamTV Insider
Fox employs Madhive's new local CTV political ad marketplace  StreamTV Insider

Podcast 66: Online advertising - how publishers can survive a tsunami of change - Press Gazette
Podcast 66: Online advertising - how publishers can survive a tsunami of change  Press Gazette

Grubhub sued by LA County for false advertising and unfair business practices - CBS News
Grubhub sued by LA County for false advertising and unfair business practices  CBS News

Outernet: A new hub for London - and maybe the future of advertising - City A.M.
Outernet: A new hub for London - and maybe the future of advertising  City A.M.

Microsoft could be sitting on a $50 billion opportunity, Barclays says - CNBC
Microsoft could be sitting on a $50 billion opportunity, Barclays says  CNBC

Missouri Treasurer faces scrutiny over state advertising on unregulated slot machines • Missouri Independent - Missouri Independent
Missouri Treasurer faces scrutiny over state advertising on unregulated slot machines • Missouri Independent  Missouri Independent

New advertising rules to stop foreign attacks on EU elections - Moonshot News
New advertising rules to stop foreign attacks on EU elections  Moonshot News

Top Advertising Creative Says New RI Tourism Campaign Is Not Bad—It Is Worse - GoLocalProv
Top Advertising Creative Says New RI Tourism Campaign Is Not Bad—It Is Worse  GoLocalProv

Walmart's latest fight with Amazon is digital advertising - Yahoo Finance
Walmart's latest fight with Amazon is digital advertising  Yahoo Finance

New JCDecaux research underlines the power of airport advertising - The Moodie Davitt Report
New JCDecaux research underlines the power of airport advertising  The Moodie Davitt Report

Toncoin (TON) Price Soars 35% On Telegram Advertising Platform Launch - CoinGape
Toncoin (TON) Price Soars 35% On Telegram Advertising Platform Launch  CoinGape

Amazon's Bold Advertising Strategy Shakes Up Digital Marketing, Affecting Global Markets - BNN Breaking
Amazon's Bold Advertising Strategy Shakes Up Digital Marketing, Affecting Global Markets  BNN Breaking

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