When Art Met Advertising


By: Ysa Valdes

Advertising is key. It gives your business visibility and it also gives your business a foundation. There have been tons of businesses that have opened and closed and never spent $100 on advertising. Why? I don’t have a clue. But I think that they were not properly informed on how to advertise and the best places to advertise. Establishing your business through advertising solidifies your brand and increases your presence. There are so many avenues one can take on the road to promotion and marketing, it is called advertising.

If you own a business one of the most important and crucial part of securing its future is to advertise. Some businesses often look at advertising as a luxury item, when it is not. It is really a necessity. Coca Cola spends $4 billion dollars every year on advertising. Yes, you can do your own research and see what companies spend on advertising each year. 

The truth is, it doesn’t matter what part of the world you are in or what type of business you operate, advertising should be a very important part your business model.

The misconception about opening up a business is that if you open the doors people will just walk in. People will walk in, but will they spend? If you are depending on walk-in traffic to sell your merchandise or your services, then you will not succeed.  

Even being in a mall, surrounded by other busy stores, does not guarantee that your merchandise will sell. This is one of the reasons some businesses fail. They didn’t plan to, but they were not taught how to properly advertise. One of the key components is to know who your clients are. Once you know who your clients are, then you will be able to figure out the best way to get your business to them.

Advertising, is like brain washing. I am sorry to say it that way, but that’s the way it is. If you can continually get the word out about your business, and keep it there, you will definitely reap the benefits of it. Keep Coca Cola in the back of your mind.  

I have listed below some of the best ways you can advertise your business.  Keeping in mind that this is not a formulae but a map of what will be best suited for your business model.

Radio Advertising

This is where I got my feet wet, so this one is close to my heart. The best and most cost effective way to get the word out about your business is by radio. I am not just saying this, but this is the truth. 

I know this because I did the math. But let’s keep in mind that you will need to reach out to the clients that you cater to and the one good thing about radio is that it caters to all demographics. Talk radio, golden oldies, sports radio, hip hop radio, R & B radio, jazz radio heavy metal radio and Christian radio.

There are many products in the radio advertising medium that one can choose from, but when it comes to radio consistency is imperative to achieve the revenue goals. There are recorded commercials, chit chats and live remotes.  Most advertising outlets have sales executives, if you speak to a well versed experienced  Advertising Sales Executive they will guide you for the best placement.

Print Advertising

Print advertising can range from Newspaper, to flyers, to 3 x 5 cards. Again, it all depends on the demographics that you are trying to reach.  

Newspaper advertising is still very relevant because there are both online and print mediums. So reaching your target audience is very doable. The good news is that there are options and opportunities for both.

Which newspaper you advertise in will be just as important as deciding what size ad you want too place. Some newspaper companies have local and national readers and this would be the best deciding factor on who will get your advertising dollars. Making the choice on the size and type of ad is also crucial to the placement.  

It is also critical that you don’t have a color graphic for a black and white placement. The ad will look blurred if it is. The decision where you place your ad is a good conversation to have with the sales person or your advertising agency.

Print advertising could also include flyers and 3 x 5 cards. Flyers are good for door entry ways of local businesses, your bulletin board in your lunch room, your apartment building, or maybe in your church foyer.

Flyers are a good snapshot of your business and it gives your business visibility as well. It is a good addition to any other advertising avenue, and should not be done on its own. As well as 3 x 5 cards. These used to be very popular, for mainly putting on the windshield of cars. 

While there are many ways to advertise your business effectively these two components are the art of advertising.

Advertising well must be done in a concise, consistent manner. Advertising is just as important to your business as your products and keeping the lights on. A monthly budget should be set aside for advertising effectively


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