Advertising: the basics


Advertising is an important part of your marketing strategy. The aim is to promote your business, communicate your message and reach your audience. The end goal is usually to increase awareness or sales.

Until a customer deals with you directly and actually buys your products or services, your advertising may form their first impressions of your business. Advertising can certainly attract new customers - but only if it's done properly. Otherwise it can deter potential customers.

This guide gives advice on where and how to advertise, and what advertising can achieve. It also shows you how to manage the advertising process and ensure you get value for money.