Have complete control. Unlike public relations efforts, you have final word in determining where, when and how often your message will appear, how it will look, and what it will say.

You can target your audience more readily (working mothers, new home purchasers, small truck owners), and aim at very specific geographic areas.

You can be consistent, through advertising which presents your company's image and sales message over time to build awareness and trust. Similar to McDonald's golden arches, a distinctive identity can eventually become clearly associated with your company. People will recognize you quickly and easily -- whether in ads, mailers, packaging or signage -- if you present yourself consistently through all the promotional vehicles at your disposal.

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Excerpted with permission from Small Business Success Magazine, produced by Pacific Bell Directory in partnership with the U.S. Small Business Administration.