Five basic requirements for effective advertising:

1. Reach
2. Frequency
3. Economy
4. Proven Usage
5. Customer Follow Up

Business will lose customers for a variety of reasons. Replace those customers with:

1. Buyers who are looking for you because:
   • Recommendations
   • Advertising attracted them
   • Passing by and seeing your business
     
2. Buyers who are looking for any business:
   • Comparison shoppers
   • Infrequent buyers
   • Newcomers
   • Dissatisfied with a competitor
   • Emergency buyers
   • Tourism or business travellers

Why Advertise:

1. Increased exposure for your company
2. Enhanced visibility of your company
3. Communicate change within your company
4. Promote new products or product lines