Writing tip:

A large vocabulary is an asset for any writer. However, don't feel compelled to demonstrate this to your reader. Clarity is the key to effective writing, so use familiar words when possible—unless a more obscure word has the precise shade of meaning you desire.

Marketing and Advertising

Marketing is much more than advertising. The marketing mix is often referred to as the "four Ps" of product, pricing, placement, and promotion. Although the last of these, which includes advertising, has become dominant in the public perception of marketing, all of these activities are required to deliver a successful product or service. Tying these activities together requires effective communication.

Print Advertisements

Although broadcast media have their place, print advertising remains a cost-effective means to target a particular market segment and tailor the message to that audience. An effective print ad addresses the needs and wants of the potential customer. Whether it's delivered via magazine, newspaper, or direct mail, the ad must capture the reader's attention and persuade him or her to take action.

Web and E-Mail Content

Web content may serve to both promote and support products and services. As an promotional medium, the Internet combines elements of print, broadcast, and directory advertising. When combined with e-commerce applications, Web and e-mail ads can generate immediate responses. Effective delivery requires both a familiarity with technology and an awareness of online etiquette.

Product Literature

Accurate information is key to both selling and supporting a product. Sales pieces, such as fliers and brochures, describe the product's features and benefits in an attempt to persuade a prospective customer. This requires alignment with the customers needs and positioning against competing products. Support materials provided after the sale will help to ensure customer satisfaction.