by Ryan Headley

Created on: May 24, 2008   Last Updated: June 19, 2008

Marketing is an embedded component all businesses. Whether a business owner is aware of it or not, he or she is engaging in some form of marketing, from the pricing of the product to the layout of the store. The difference lies in the degree of knowledge one possesses about how to effectively market.

Contrary to some beliefs marketing begins internally. Marketing begins with market research, identifying competitive advantages, understanding pricing strategies, assessing location and distribution, identifying target markets, and so on. These things must be done effectively in order for communication marketing efforts to work.

Communication marketing, or promotion, is what people tend to think of when they address marketing needs. This is where the advertising and external marketing come alive. From here on, we will refer to these specific needs when referring to marketing.

Determining the best marketing strategy for a particular business depends on several factors, including the budget. This why most small companies don't consider TV as an outlet; they simply cannot afford television advertisements. To get a good air spot is extremely expensive and there is a risk of no return if the ad is not well received.

Radio ads

Getting a radio spot is relatively inexpensive; however with the emergence of new technology and changing consumer behavior, radio is beginning to phase out in many ways. For example, the young demographic has replaced the radio with iPods. Radio also faces a short advertising life because of the lack of visual treatment and the lower comprehension and retention rates by the listener.

Print ads

Print advertising can be effective and is less expensive than broadcasting. The most important thing to remember if you're seeking this avenue is not to forget your target market. Don't just choose a publication because it has a high circulation or you enjoy reading it. The larger the circulation the more expensive the ad space, and if you're not sure that its reader base embodies the customers that you are trying to market to, then this just amounts to wasted marketing dollars. Look for a niche publication that narrowly focuses on the market your business is trying to tap into.

The great things about print ads are they have long advertising life, geographic selectivity (newspapers), and a high pass-along rate. The downsides are that they have a slow audience buildup, a long lead time, and can go unnoticed among other ads (i.e. 1/8 page ads).

Direct mailers

A direct

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