Smaller businesses, when asked about marketing, often respond that they "don't have the money to spend on advertising". But, just as promotion is only one component of a marketing plan, advertising is only one way to promote a product/service.

Advertising is the process of sending messages about your product/service through various media, most commonly in the form of television and radio commercials and print ads in newspapers and magazines. A large-scale advertising campaign is expensive, and is usually most appropriate for large, consumer-oriented, and mass distributed products. Therefore it is likely out of the question for most smaller businesses: However, many other ways exist to get the word out on what you have to offer.

Effective Advertising

Mass advertising from a small business perspective is like being in an auditorium full of people shouting, and trying to be heard. Similarly, the market environment is overcrowded with advertising messages right now, all competing for consumers’ attention. Your voice is not likely large enough to attract attention in this setting, so you must find other ways to reach the audience. The key to successful advertising is proper targeting. If you can reach your target market through advertising, and provide exposure for what you are offering, then it will translate into sales. If not, then you are wasting your time and money.

Case Study - Advertising: Science Pure Nutraceuticals Inc.