In order to help build trust with cyber customers, many companies now post a privacy policy on their Web sites. A recent survey conducted by the San Diego-based company Enonymous reviewed the privacy policies of more than 15,000 sites. The results revealed that only 12 percent of the sites surveyed did not share any of the personal information collected or did so only with permission. People need to exercise caution when providing any type of personal information on the Web. Advertising is so expensive.
Advertising is both an art and a science.
All advertising involves some risk, because 100 percent accuracy levels are not possible when dealing with changing considerations and conditions, one of which is the fickle public. For many small businesses, advertising is a necessary and essential aspect of running the business. Know the purpose of your ad, establish a workable budget, and identify and select the appropriate target and then place the ad in media aimed at that market. Expand the frequency and types of ads gradually, building on successes and making corrective measures from less than desirable results. Make realistic estimates of the number of responses your ad will generate.