Advertising provides a direct line of communication to your existing and prospective customers about your product or service. The purpose of advertising is to
Make customers aware of your product or service
Convince customers that your company's product or service is right for their needs
Create a desire for your product or service
Enhance the image of your company
Announce new products or se
rvices
Reinforce salespeople's messages
Make customers take the next step
No matter which stage your business is in, advertising follows four steps, according to the industry mnemonic, "AIDA: Awareness, Interest, Desire, Action." Your job is to make prospective customers aware that your product or service exists, pique their interest in what your product or service can do for them, make them want to try your product or service, and finally take action, by asking for more information or actually buying the product. When developing an advertising campaign, complete the following four-step procedure:
1. Define your market.Determine who your target market is (those customers most likely to buy your product or service). One magazine that's fun to read, interesting and helpful in this regard is American Demographics.
2. Establish your budget.Know what you can afford to spend to reach your target audience.
3. Plan which media you'll use.Figure out what are the best ways to reach your prospective customers with your message.
4. Create an advertising strategy.Choose the most effective message and visuals for your advertising campaign.
