Marketing is one of the most important and time-consuming activities of business owners as we all want the right image for our business and more of the right clients. We want them to not only see but to also understand what our business offers and how they can differentiate us from our competitors. That’s what Marketing is all about. It is creating specific brand images in the minds of our target customers and advertising is the mechanism used to communicate these images to them. Unfortunately, most businesses do not have a formal marketing plan and their marketing and advertising becomes a series of uncoordinated events. Businesses are often talked into advertising programs that are not linked to any marketing plan. So how do we avoid falling into that trap? It is important to note that the secret is in coordinating a sequence of activities targeted...

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