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On the other hand, you might want to create brand loyalty among current customers. This narrows your target further and may change the types of advertising media you use to promote your business.

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Another purpose companies sometimes have is just creating awareness of their brand. They might be using an indirect advertising method where they are letting people know that they are participating in the community or raising money for charities. However, the good feelings rub off on their business. Whatever you purpose is, write it down in as concise a form as possible.

2. Plan Your Actions
Decide how you want to do your advertising to fulfill your purpose. Think about what media will best help you meet your objectives. Think about what message you are sending to your target audience, and how you will reach them with that advertising message. Consider a timeline for your campaign - when it will start and how long it will last.