Learn about strategies to effectively promote your business and services.
To be effective, advertising must be interruptive--that is, it must make you stop thumbing through the newspaper or thinking about your day long enough to read or hear the ad. Advertising must also be credible, unique and memorable in order to work. And finally, enough money must be spent to provide a media schedule for ad frequency, the most important element for ad memorability.
There's an old adage that holds that at least 50 percent of all advertising is a waste of money. It's probably true--and if you can figure out which half of your ad budget is useless, you'll save a bundle. But until you achieve this wisdom (which has so far eluded most marketers), you'd be wise to continue advertising full tilt and not take a chance on eliminating something that just might work.
Low- and No-Cost Advertising: