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Smart Questions: Why should you advertise? How well does your target audience know about or recognize your company's products and services? How much do they appreciate whether or not your products and services can benefit them? According to author Jody Hornor,"Advertising is one of the key marketing communication strategies that can significantly reduce your overall marketing costs and increase sales -- if it's developed, placed, and scheduled properly."
Should you include publicity as part of your marketing communications mix?Can you recognize a good, newsworthy story angle about your products or services? Do you know the publics you are trying to reach who can benefit from knowledge about your products and services– the customer and prospect audiences, the media personnel, and your employees? Are you familiar with alternative strategies of perception management programs for your company's products and services? |
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