Can Your Company Reach the Top Without Advertising? The importance of advertising in today's market By Ally Smith-Gardner How important is advertising for your company to be successful? Is it a vital aspect of making it to the top? These are imperative questions to ask when establishing a business. Companies are constantly trying to capitalize their gain by investing their money wisely. Many companies spend thousands or even millions of dollars each year towards advertising. Is it worth it? Charles E. Conner, the Chairman and CEO of TravelSmart, believes advertising is a necessary move. "I spent many years conjuring up a company that has universal appeal. Once established, I acknowledged that we needed to get the word out. We all know that advertising can cost a pretty penny. But it's well worth it. At times it can be difficult to uncover the magnitude of success advertising can have for each company; however, I know for TravelSmart it's been a wise investment. Sometimes one needs to spend the pretty penny to make the big bucks." However, all businesses are unique and have their own approach. Tim Edwards, owner of Edwards & Company, has a