Attracting Consumer Attention through Advertising

Relating ads to the target market, making ads appealing, and including the element of surprise.

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Advertising offers several advantages to the small business. For example, advertising is able to

reach a diverse and geographically dispersed audience; it allows the seller to repeat a message

many times; and it provides the opportunity for dramatizing the company and its products

through the artful use of print, color, and sound. However, the audience does not feel obligated

to pay attention or respond to an ad. [13] Whether the advantages of advertising outweigh the

costs and disadvantages is something that must be decided by each small business.

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