Basic to Consider

* These are several basic factors a small businessmen particular should bear in mind about advertising:

- Advertising is much more than simply laying out an effective advertisement or writing a clever sales talk.
- The kind of advertising that is the best for some types of businesses may not be right for the others.
- Money can be wasted in advertising by failing to have adequate of information about potential customers, by lack of experience or judgment, by spending too high a proportion of gross income, by lack of adequate planning, etc.
- Finally, the purpose of advertising is to sell or help to sell. Advertising that doesn’t do this, directly or indirectly, should be avoided.

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