Advertising should engage your targeted audience and deliver a message or call to action. Your ad should show what your product is and communicate how this product or service is of benefit your reader.
The advertising message should be consistent with the identity and image established for your company and respect both the company and the audience. Both print and web ads can be targeted to niche markets and consumers with particular interests, putting your product information into the hands of potential customers that are most likely to have an interest and need for your product or service. Consistent marketing and directed advertising makes a difference in reaching and keeping your target market and finding new customers.