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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

different strategy. "Our company exhausts few funds each year on advertising. I find that word of mouth is the best way to draw in the quality customers that we desire. We use referrals as a basis for our business." Tim is not alone in his feelings. Arthur Daley, founder of Wisest Wish, remarked regarding his company, "We've had many negative experiences dealing with advertising in the past. We expected our sales to flourish with the amount invested, but this was not the case. Every business needs to have their own customized approach."

So how crucial is advertising in today's market? It appears to be a personal preference which depends on your company's distinctive goals and desires

Which conclusion does Ally Smith-Gardner reach regarding advertising in today's market?

(A) Advertising is not as effective as the word-of-mouth approach.
(B) Advertising can cost a pretty penny, but it's well worth it.
(C) The success of advertising depends on a company's particular goals.
(D) The success of advertising is dependent on the market and the target audience.

ans (D) The success of advertising is dependent on the market and the target audience.