Advertisement and Copyright Protection

Advertising is a key part of the sales process. Its role is to bring together people selling a product with those who may be interested in buying it. It is important to remember that potential customers are careful with their money. Rarely will they buy something they don't want. The Institute of Practitioners in Advertising (IPA) defines advertising as, "The means of providing the most persuasive possible selling message to the right prospects at the lowest possible cost".¹ Effective customer communication is an essential part of any business. Properly used, advertising can contribute to development and growth. Badly used, it can be a very costly mistake.