You need to distinguish between sales and marketing. Sales are the constant closing of deals or supply of products. Marketing is the process of generating constant exposure. Advertising results in exposure and awareness about your business and products. By being exposed on a regular basis, the prospective buyer / client will turn to you when in need of your product or service.

The medium does not carry all the power in any advertising campaign. The effectiveness of the advertisement is vitally important. A business would advertise in a local newspaper merely for the sake of advertising, “at least we advertise in the Moon Herald – they have been in this area for 80 years” but often these ads do not attract any new clients – at least the existing clients know you are still out there.

The ad must draw attention like the picture above. Lately there are literally thousands of ads in the market. When no business is generated, the medium is often blamed. It does not matter which medium is used, it is the content of the ad that matters. A business would change to another medium and would supply its standard artwork as being used in other mediums – guess what! – it is the artwork or ad that does not work, not the medium. The business would then go back to all the other mediums that were used before. With no success, the economy and everybody else would then be blamed.