Publicity plays an important role in building the public awareness of your business and perceptions of it as a legitimate and reliable source of the goods and services you supply. Publicity has greater credibility than advertising. Advertising Advertising is often as important to the success of a small business as its location, start-up capital and management. It is an integral part of any overall marketing communications strategy because advertising makes the sales happen. Advertising messages are different from other types of communication and public relations messages because they attempt to persuade from a distinct point of view and they are paid for by an identified sponsor.
Advertising makes the sales happen.
Advertising is most effective when it attracts favorable attention to a product or service and is remembered by those who see it. This happens when advertising is especially clever, offers an outstanding value, or is otherwise memorable to the prospective buyers. If your advertising gets the public to remember you and to react by purchasing from you, it is successful. Tie the costs to results. Have an advertising budget and stick to it.