Top 9 Reasons To Advertise

Advertising is not for every company. But some require it because their market is big and constantly changing and evolving. Consider this, up to 30 percent of the people in the US move each year. Or, you may be locked into a battle with a competitor. People do business with companies they know and trust. Advertising can help build awareness, so that eventually consumers will trust your offer.

I firmly believe that advertising is an excellent tool for rapidly building awareness of a company, its products or services. I believe equally firmly that you build a brand through public relations, not advertising.

A brand is the sum of all interactions a customer has with an organization. Most of those interactions are with employees, or the product or service itself. If those interactions are positive, then customers, allies and the media will tell others. This is PR.

There are times when you need a rapid shot of marketing adrenaline that only paid media can provide.

So, if you find yourself in need of that boost, check out these nine reasons for advertising:

9. Boost employee morale

8. Create industry buzz

7. Create, build or maintain a positive image

6. Test new products and/or services

5. Retain existing customers

4. Reinforce personal sales calls, direct mail

3. Maintain consistent, controlled customer communications

2. Gain new customers, particularly hard-to-reach ones

1. Position or reposition your company, products or services.

Harry Hoover is managing principal of Hoover ink PR. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Focus Four, Levolor, New World Mortgage, North Carolina Tourism, TeamHeidi, Ty Boyd Executive Learning Systems, VELUX, Verbatim and Youth Link USA.

In The News:
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table border=0 width= valign=top cellpadding=2 cellspacing=7trtd width=80 align=center valign=topfont style=font-size:85%;font-family:arial,sans-serifa href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.cleveland.com/nation/index.ssf/2008/10/uaw_union_launches_ad_campaign.htmlcid=1255240705ei=pwnsSJXaI6Xg6gOJ9eStBQusg=AFQjCNHxYU8Gz0xbPj9ialPzogW1p0DXWgimg src=http://news.google.com/news?imgefp=fmnBRzZGcK4Jimgurl=blog.cleveland.com/nationworld_impact/2008/10/medium_UAW_McCain_Ad_Meye.JPG width=80 height=57 alt= border=1brfont size=-2The Plain Dealer - cleveland.com/font/a/font/tdtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.mlive.com/newsflash/michigan/index.ssf%3F/base/business-18/12234134599240.xml%26storylist%3Dmichigannewscid=1255240705ei=pwnsSJXaI6Xg6gOJ9eStBQusg=AFQjCNH5PkpmoltSiBV2gMn6VAIOLGyaGwUAW launches badvertising/b campaign against McCain/abrfont size=-1font color=#6f6f6fMLive.com,nbsp;MInbsp;-/font nobr3 hours ago/nobr/fontbrfont size=-1AP DETROIT (AP) — The United Auto Workers has launched an badvertising/b campaign attacking Republican presidential candidate John McCain. b.../b/fontbrfont size=-1a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://ap.google.com/article/ALeqM5irDNpGglEXoPw0EBQtz8M64GWBaQD93LU26O0cid=1255240705ei=pwnsSJXaI6Xg6gOJ9eStBQusg=AFQjCNE4IhiSWphDn0e_VffSu3cQI4tAuwUAW launches badvertising/b campaign against McCain/a font size=-1 color=#6f6f6fnobrThe Associated Press/nobr/font/fontbrfont size=-1a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://feeds.foxnews.com/~r/blogs/embeds/~3/414190402/cid=1255240705ei=pwnsSJXaI6Xg6gOJ9eStBQusg=AFQjCNGyTzS_vY-SfOvvx0kQ0-SdtAwAzAHere Comes the UAW:$3M Anti-McCain Ad Campaign/a font size=-1 color=#6f6f6fnobrFOXNews/nobr/font/fontbrfont size=-1a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.bloomberg.com/apps/news%3Fpid%3D20601103%26sid%3DaENMrYv3Ye0E%26refer%3Duscid=1255240705ei=pwnsSJXaI6Xg6gOJ9eStBQusg=AFQjCNHjO8JqQSfb_ZJOuw9QTiumfZ79QQAuto Workers Union Spending $3 Million on Obama Ads in 4 States/a font size=-1 color=#6f6f6fnobrBloomberg/nobr/font/fontbrfont class=p size=-1a class=p href=http://news.google.com/news?sourceid=navclientie=ISO-8859-1rls=GGLG,GGLG:2005-22,GGLG:enncl=1255240705hl=ennobrall 102 news articles/nobr/a/font/div/font/td/tr/table
table border=0 width= valign=top cellpadding=2 cellspacing=7trtd width=80 align=center valign=topfont style=font-size:85%;font-family:arial,sans-serifa href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://news.bbc.co.uk/1/hi/entertainment/7657502.stmcid=1255092908ei=pwnsSJXaI6Xg6gOJ9eStBQusg=AFQjCNGrRNexVcu9ktLS4PIjJvVFX3oxyQimg src=http://news.google.com/news?imgefp=VJK6D-CrwkcJimgurl=newsimg.bbc.co.uk/media/images/44857000/jpg/_44857353_ofcom_getty.jpg width=80 height=60 alt= border=1brfont size=-2BBC News/font/a/font/tdtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://news.scotsman.com/uk/Viewers-polled-on-TV-advertising.4567973.jpcid=1255092908ei=pwnsSJXaI6Xg6gOJ9eStBQusg=AFQjCNEB5BGHsWVyCJm6LnUBykBOLfxxEgViewers polled on TV badvertising/b/abrfont size=-1font color=#6f6f6fScotsman,nbsp;United Kingdomnbsp;-/font nobr2 hours ago/nobr/fontbrfont size=-1Ofcom launched a consultation as part of a review into the rules on television badvertising/b. The regulator said its initial preference was for no change to b.../b/fontbrfont size=-1a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.forbes.com/afxnewslimited/feeds/afx/2008/10/07/afx5517244.htmlcid=1255092908ei=pwnsSJXaI6Xg6gOJ9eStBQusg=AFQjCNEugvr1gdNVFUUaZM1eZ69NBG5_jgUK#39;s Ofcom in consultation until Dec 11 on TV badvertising/b/a font size=-1 color=#6f6f6fnobrForbes/nobr/font/fontbrfont size=-1a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.telegraph.co.uk/news/uknews/3152704/Viewers-could-be-forced-to-watch-teleshopping-on-prime-time-TV.htmlcid=1255092908ei=pwnsSJXaI6Xg6gOJ9eStBQusg=AFQjCNFH-_xjCeZFxtvAUoE6vQwfjZjDOwViewers could be forced to watch teleshopping on prime time TV/a font size=-1 color=#6f6f6fnobrTelegraph.co.uk/nobr/font/fontbrfont size=-1a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.guardian.co.uk/media/2008/oct/07/ofcom.itvcid=1255092908ei=pwnsSJXaI6Xg6gOJ9eStBQusg=AFQjCNF1XNcR8OPRgiwLh1BepztmWZEfKQITV may be able to show more ads/a font size=-1 color=#6f6f6fnobrguardian.co.uk/nobr/font/fontbrfont size=-1 class=pa href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.brandrepublic.com/News/851643/Ofcom-proposes-no-change-amount-TV-advertising/cid=1255092908ei=pwnsSJXaI6Xg6gOJ9eStBQusg=AFQjCNGpJJvVMSEp7ZiUD_bB7Yyx9RLnDwnobrBrand Republic/nobr/anbsp;- a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://ukpress.google.com/article/ALeqM5gJodlxb5qVCEQ_nKZDsGTzMauWdgcid=1255092908ei=pwnsSJXaI6Xg6gOJ9eStBQusg=AFQjCNE7alD-NqH1_Cvz4yG4usRp9jIfNQnobrThe Press Association/nobr/a/fontbr/font class=p size=-1a class=p href=http://news.google.com/news?sourceid=navclientie=ISO-8859-1rls=GGLG,GGLG:2005-22,GGLG:enncl=1255092908hl=ennobrall 20 news articles/nobr/a/font/div/font/td/tr/table
table border=0 width= valign=top cellpadding=2 cellspacing=7trtd width=80 align=center valign=topfont style=font-size:85%;font-family:arial,sans-serifa href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://blogs.wsj.com/law/2008/10/07/thanks-but-no-thanks-pfizer-sues-over-free-viagra-ad/%3Fmod%3Dgooglenews_wsjcid=1255252758ei=pwnsSJXaI6Xg6gOJ9eStBQusg=AFQjCNE0_cQTEqyqO6UY20_yarl4jYFH2gimg src=http://news.google.com/news?imgefp=MbIsHruEUL0Jimgurl=s.wsj.net/media/viagra_art_400_20081007160752.jpg width=80 height=60 alt= border=1brfont size=-2Wall Street Journal Blogs/font/a/font/tdtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://blogs.wsj.com/law/2008/10/07/thanks-but-no-thanks-pfizer-sues-over-free-viagra-ad/%3Fmod%3Dgooglenews_wsjcid=1255252758ei=pwnsSJXaI6Xg6gOJ9eStBQusg=AFQjCNE0_cQTEqyqO6UY20_yarl4jYFH2g‘Thanks, But No Thanks’; Pfizer Sues over Free Viagra bAdvertising/b/abrfont size=-1font color=#6f6f6fWall Street Journal Blogs,nbsp;NYnbsp;-/font nobr3 hours ago/nobr/fontbrfont size=-1From time to time, companies must confront unwanted badvertising/b. Take the Italian eatery Olive Garden. As reported in this WSJ front-pager, the restaurant b.../b/font/div/font/td/tr/table
table border=0 width= valign=top cellpadding=2 cellspacing=7trtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.businessweek.com/the_thread/techbeat/archives/2008/10/facebooks_shery.htmlcid=1255160417ei=pwnsSJXaI6Xg6gOJ9eStBQusg=AFQjCNGv57Hj1FQIRh4LZyg4VsWeEQPsKgFacebook#39;s Sheryl Sandberg: Big Opportunity for Brand bAdvertising/b b.../b/abrfont size=-1font color=#6f6f6fBusinessWeeknbsp;-/font nobr12 hours ago/nobr/fontbrfont size=-1The former vice president of global online sales and operations at Google, who joined Facebook last March, told the lunch audience that the only badvertising/b b.../b/fontbrfont size=-1a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://adage.com/mediaworks/article%3Farticle_id%3D131534cid=1255160417ei=pwnsSJXaI6Xg6gOJ9eStBQusg=AFQjCNFbij3LDfBQo8NPJuKK5uSFACDnUwFacebook COO: Web Needs New Model, New Metrics/a font size=-1 color=#6f6f6fnobrAdAge.com (subscription)/nobr/font/fontbrfont class=p size=-1a class=p href=http://news.google.com/news?sourceid=navclientie=ISO-8859-1rls=GGLG,GGLG:2005-22,GGLG:enncl=1255160417hl=ennobrall 2 news articles/nobr/a/font/div/font/td/tr/table
table border=0 width= valign=top cellpadding=2 cellspacing=7trtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://nature.com/naturejobs/science/jobs/72749cid=0ei=pwnsSJXaI6Xg6gOJ9eStBQusg=AFQjCNHJCGh_qnDZxCj90JAGWeSBOCRUtgUS bAdvertising/b Sales Manager/abrfont size=-1font color=#6f6f6fNature.com (subscription),nbsp;UKnbsp;-/font nobr2 hours ago/nobr/fontbrfont size=-1Naturejobs is seeking a US bAdvertising/b Sales Manager. Naturejobs is the print and digital recruitment and conferences badvertising/b division of the Nature b.../b/font/div/font/td/tr/table
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