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Small business advertising is a science and an art. Companies often miss the fundamentals of advertising. Regardless of the size of your business an understanding of the laws of advertising can reap huge rewards.
There are two types of advertisements, so the first thing to do is decide what type you need. The first is an ad campaign that is more intended to build your brand than for making an immediate sale. The second type of ad campaign is intended to create an immediate reaction. Once you know what sort of ad you want to run and what your media options are, you can start to create an ad or ads that both reinforce your brand and/or increase sales. The best way to avoid making a costly advertising mistake is to test an ad before committing a lot of money to it. Make sure it pulls first, and then you can run with it. This could mean running a smaller version of the ad in print and then enlarging it, or it might mean running your radio spot overnight before placing it during peak commute time.
Having a poor response is not the medium's fault. Often the problem is the message. Small business advertising is not a quick fix solution to marketing your company. It takes planning, testing and constant exposure to have an impact on your small business. Done correctly, small business advertising can be a winning strategy

Having a poor response is not the medium's fault. Often the problem is the message. Small business advertising is not a quick fix solution to marketing your company. It takes planning, testing and constant exposure to have an impact on your small business. Done correctly, small business advertising can be a winning strategy
http://sbinformation.about.com/cs/advertising/a/aa022303a.htm