There are two major types of marketing strategies.
The first is known as “image” marketing or “branding”.

The goal of this type of advertising is to remind customers and prospects about your brand as well as the products and services you offer. The idea is that the more times you run ads from your brand, the more likely people are to have this brand at the top of their consciousness when they go to make a purchasing decision.

For instance, if you’ve seen the ads from major brands such as Coca Cola, Nike and Apple you’ll have experienced “image” marketing. In fact, the vast majority of advertising falls into this category.

There’s no doubt that this type of marketing is effective, however it is very expensive to successfully pull off and takes a lot of time. It requires you to saturate various types of advertising media e.g. TV, print, radio, Internet etc. on a very regular basis and over an extended period of time.

The expense and time involved are not a problem for the major brands as they have massive advertising budgets and product lines are planned years in advance. However, a problem arises when small businesses try to imitate the big brands at this type of marketing. The few times they

Okay, got it. So what’s the second option?

The goal of this type of advertising is to remind customers and prospects about your brand as well as the products and services you offer. The idea is that the more times you run ads from your brand, the more likely people are to have this brand at the top of their consciousness when they go to make a purchasing decision.

For instance, if you’ve seen the ads from major brands such as Coca Cola, Nike and Apple you’ll have experienced “image” marketing. In fact, the vast majority of advertising falls into this category.

There’s no doubt that this type of marketing is effective, however it is very expensive to successfully pull off and takes a lot of time. It requires you to saturate various types of advertising media e.g. TV, print, radio, Internet etc. on a very regular basis and over an extended period of time.

The expense and time involved are not a problem for the major brands as they have massive advertising budgets and product lines are planned years in advance. However, a problem arises when small businesses try to imitate the big brands at this type of marketing. The few times they run their ads is like a drop in the ocean. It’s nowhere near enough to reach the consciousness of their target market who are bombarded with thousands of marketing messages each day. So they get drowned out and see little or no return for their investment.

Another advertising victim bites the dust.