Once you have a firm grasp of who your customer is, your advertising efforts must be clear and focused. Target your specific customer base and get your message out where they will be and in a way they will connect with and understand. Advertising is important, but it can also be costly. Don't waste precious ad dollars on an ineffective campaign. When properly researched and executed, advertising can create stellar results for your company. But even the slickest print piece, catchiest slogan and coolest logo will mean nothing if they are not placed in front of the right audience.

The market research you've completed with guidance from this area will help you find your customer base and learn what kind of people you need to attract. Don't guess - your hunch may not be correct. And if it is, research will only reinforce your initial thoughts and help you to further develop your ideas. Do your homework, learn your customer, and develop your advertising accordingly.