Primary Color - Advertising Design

Once you’ve targeted your market, it’s important to clearly identify what you want your advertising to accomplish.

The main reason for small business advertising is obvious: to attract customers and increase sales. But often advertising efforts are wasted on a shotgun approach that doesn’t focus on their company’s best prospects—those who are ready, willing and able to purchase your product or service. In an attempt to reach “everybody,” these advertisers either miss their true market or spend more than necessary to reach it. First identify who and where your best prospects are and how best to reach them with your message.

Once you’ve targeted your market, it’s important to clearly identify what you want your advertising to accomplish. Specific advertising objectives include:

• Creating new customers.
• Increasing usage of a product or service.
• Increasing order size.
• Improving brand recognition.
• Generating customer inquiries.
• Creating sales leads.
• Promoting special events.
• Enhancing the overall image of the business.

Generally, the most effective ads focus on customer needs or wants, and emphasize the most desirable benefits of the product or service, such as convenience, style or durability. The tactics you choose in your advertising will help determine the media you select and the exact message you communicate.

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