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Advertising: Investment or Expense?

Since the beginning of advertising in the 1800s, businesses have reserved part of their revenues for advertising and considered it, what it is, an investment. Some may feel reluctant, as they consider advertising an expense, rather than an investment. This article will outline the advantages of advertising.

Businesses are becoming more aware of the value of advertising. Essentially, it has become a must. In this new era of social media and increased globalization, ads can reach a larger audience. Simply put, not following current marketing strategies is unthinkable for any business looking to grow.

With all the advertising options available, it can be difficult to choose the right advertising investment. It is possible to be present and visible, with a budget that fits your business revenues. Here are some simple but important details, which should not be overlooked when thinking about advertising.

Awareness

Awareness is key to advertising. Advertising helps raise awareness so customers are able to recall or recognize a brand, a business and is correctly associated with a particular product or service. It creates a relationship between the brand and the consumers.  Consumers buy what they know so awareness is central to purchasing decision-making.

You will acquire awareness by being present regularly. You need to be where and when your target audience is likely to seek what you offer. Consumers will get to know you and think of you, rather than your competitors, when they need your type of products or services.

Image

Image is the perception people have of your business when they hear your company name. You should not neglect your image; it allows you to stand out from your competitors. Create a strong  personality, highlight your values, your products and services. Your image will be created over time with consistent & frequent advertising campaigns. It must be adopted at all levels of the company and be authenticated through the consumers’ direct experience.

Visibility

Visible advertising is not necessarily seen. Naturally, your advertising positioning and your choice of media have an impact. Above all, you have to realize the importance of what you publish.

Choose the media where your target audience is in purchase mode so you don’t make an unwanted intrusion and consumers will appreciate it a lot. Then, choosing the right advertising campaign will ensure the desired positioning and visibility.

As the expression says it very well “A picture is worth a thousand words”. The more catchy your visuals, your delivered message and your keywords used, the greater the reach of your advertising and lower CPM or CPC will be.

Finally, planning an advertising campaign, on a regular basis, with a realistic budget for your business, while adopting a memorable brand image will pay off. You will find that you gain by making yourself known through advertising.

2022-08-02T14:22:36-04:00