Advertising is one segment of a well organized, continuous market plan.
Effective advertising is a cumulative process that maintains current customers, attracts new customers, and establishes a favorable position for the business with competitors. Advertising will not cure slow business growth or low profits, nor will it create a better business person or a well-organized business. Advertising offers specified benefits to a specific or target audience. As part of a sound marketing plan, advertising becomes an investment in the future of the business, instead of one more expense. The first step to an effective advertising plan is to define and develop advertising goals.