Advertising is essential to the success of any company. That is true whether the organization is a start-up seeking attention or an established business interested in remaining relevant and in the mind of their customers. The problem remains about how to accomplish the largest return on an advertising investment. Not every ad will draw attention and even great marketing campaigns fail miserably when they are not properly managed.

The first step has to be with proper branding for the company. Every advertisement has the potential to get noticed when people instantly recognize a color combination and a logo. A lot of attention has to be paid to logo development. Business owners must remember who they are as well as what appeals to their target audience. The final look must be eye-catching and entirely unique. It should also be something that looks great no matter where, or in what scale, it is printed.

Next, it is necessary to think about reach and frequency. Using multiple media platforms helps the company to introduce itself to a greater number of people over a larger area. Online, TV and print campaigns all have unique customers that might never see the information the company releases if they choose only one or two methods of exposure.


Frequency does not refer to spam mail, bombarding people with leaflets, countless TV or radio commercials or relentlessly offering the same message day after day on social media. It means choosing a reasonable amount of ads across the greatest number of platforms possible. Over-saturation is a nuisance, but it is possible to go too lean on advertising as well. Some repetitiveness is required since many consumers need more than one exposure to an advertisement before they retain the information.

Finally, remember that the quality of the advertisement is important as well. The customer must know why they need a product or service, or at least know why they should want it. Delivering this information in an entertaining manner is the best method and expertly created advertisements are more likely to experience social media sharing and reach a higher level of potential customers.

Finding assistance to manage a media campaign is helpful to any company. It is much more effective to follow the advice of seasoned professionals than to try a hit or miss approach. Ineffective advertising means lost sales, so this is one method of cost-cutting that rarely works.