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Chapter 12. Advertising > Why, When, and What to Advertise?

Why, When, and What to Advertise?

Before you worry about where to place ads, you should decide why, when, and what. Here, an advertising agency, even a small one, can be helpful. But before you pick up the phone (and your checkbook) to get the expert advice of an ad agency, consider some of the following tips.

Why?

The biggest justification for advertising your store is not the premise of immediate sales. As you'll see a bit later in this chapter, it is difficult to guarantee an immediate return on your investment in online advertising (or any advertising medium for that matter). Most advertising does not immediately generate large new sales. Rather, what advertising can offer is the ability to capture new customers who over time will spend a lot of money and make the strategy pay off in the long run. In fact, most advertising done by stores on the Internet is to capture first-time customers and boost traffic, not to gain immediate payback.


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