Industry A practical Guide to Advertising Advertising Means Business Introduction Effective customer communication is an essential part of any business. Properly used, advertising can contribute to development and growth. Badly used, it can be a very costly mistake. This booklet is intended as a common-sense guide for businesses considering an investment in advertising. The information and advice it contains is practical rather than theoretical and designed to stimulate ideas, rather than provide all the answers.
Advertising is a key part of the sales process.
Its role is to bring together people selling a product with those who may be interested in buying it. It is important to remember that potential customers are careful with their money. Rarely will they buy something they don't want. Research consistently shows that people don't feel tricked by advertising. In fact, they find it a useful source of information, much of which is entertaining.