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Excerpt from the Introduction
Advertising has been called a vicious, competitive, cut throat industry. Should you expect anything less for the very life-blood of your business? On the premise that the purpose of Advertising is to motivate potential consumers to shop (and buy) at your business rather than someone else's, then Advertising should be of prime concern to the financial health of your business. Unfortunately, it is often the most misunderstood and ignored business building block, relegated to the back-room pile of "I'll think about it when I have time" projects. You never will, because you'll never have the time. When it's too late, you'll see the need to hire an "expert" to figure it all out for you. The problem is, experts are few and far between, and you can't afford to hire one anyway, because experts don't work cheap! (If they did, who would believe they were experts?) Maybe you'll take a course at the local community college (when you have the time) and become your own expert. Except the college probably doesn't offer a course on Advertising. And if it does, the instructor will be younger than you are, and won't have a clue, either, which explains why he's teaching the class instead of operating his own successful business. Okay, you'll go to the library and do some research (when you have the time), only to find shelves of books about how to prepare a business plan, how to get a business license, how to hire a lawyer, and how to hire a lawyer to sue your lawyer. These books will fall into one of two categories. One, the book will be so general as to be irrelevant. If you're lucky, it might have a chapter on Advertising, the sum and substance being that you really should Advertise. Gee, thanks. Second, the book will be so overburdened with useless statistics and number crunching that it'll be of little use or interest to anyone except a Ph.D. in Advertising. (Is there such an animal?) Sooner or later, you'll come to the unpleasant realization that you're knee deep in kaka.