Provide: Advertising provides you the opportunity to present customers with information about your products and services.

Present: Advertising allows you to put forth a favourable image that differentiates you from your competitors while letting your customers know why they can depend on you.

Protect: Advertising helps you retain and grow your customer base, which in turn helps you build and protect your market share.

• On average, businesses will lose 1/3 of their customers every year.

Profit: Advertising brings you customers. Customers bring you business. Business generates revenues and profits. Simple.

There are two markets that your business can advertise to:

• The known market: those who are familiar with your business, such as past customers or referrals.

• The unknown market: those who do not know of your business or have not purchased your products or services in the past.