What is Advertising?

Advertising is time or space in a medium that is purchased or “paid for” to display a message. The primary purpose of advertising is to generate, build or increase awareness of a business brand, product or service. Using advertising, a business attracts consumer attention for their business brand and/or activities through advertisements in various types of mediums and through different venues.

Ways a business can use advertising to advertise their business brand, products and/or services can include, but may not be limited to:

• mail or e-mail
• telephone solicitation
• print (newspapers, magazines, yellow pages etc.)
• radio
• T.V.
• websites or the Internet
• Business cards, brochures and/or other communications materials
• Flyers or posters
• Tradeshows
• Bill, bus and bench boards
• Product placement (in stores, on shelves, in venues)

When advertising a business should consider the following:

• make sure both the written and visual message(s) to be advertised is developed in a clear, concise and interesting manner
• evaluate the mediums to ensure that they are appropriate and will be effective in delivering the message being advertised to ensure the message will reach the desired audience(s) and PR publics
• be consistent with the message, image, brand identity and branding characteristics in your message and about, or with respect to, your business

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