Sales

Advertising in any media is expensive. Before you decide advertising, you should have defined your marketplace and market.

Most advertising rates are predicated on the number of people that the advertising media reaches. If a television program is viewed by 30 million households, then its advertising rate will reflect that fact. If you have an idea to which only 10 people in your market area will respond because of the advertising on a television program, then it makes it rather expensive to consider its use. However, if on the average, you expect each of the 10 people to purchase 30 million dollars worth of what you are selling because of that advertisement, then maybe it's not that expensive after all.

The same thinking should be incorporated when thinking about spending any money on any other types of advertising. It becomes apparent that attracting prospective buyers is going to cost time and money.