Advertising is widely used to promote a product or a service.  Value-added agriculture is no exception.  In fact, value-added agriculture provides some unique advertising opportunities and challenges.

Advertising is controlled communication about a product.  Through symbols and language, it tells what a product or service can do for the consumer.  A well developed overall advertising program can tell consumers what a product or service can do for them compared to similar products on the market.  If consumers are convinced, they will buy the products.

To help you understand and use advertising, review A Primer on Advertising.  Another place to help you get started is Advertising Your Business.   Advertising comes in a variety of forms.  Evaluating Alternative Types of Advertising helps you assess the advantages and disadvantages of the various forms including radio, TV, newspapers, etc.

For more information on this topic, see the links listed below of articles posted on related Web sites.

Promotion Basics

• Marketing Your Farm or Ranch – Colorado State University Extension -- Value-added product development requires a promotional marketing plan.
  
• Promoting Your Business – Small Business Notes -- Promotion refers to marketing activities that create awareness of your business and/or product.
  
• 15 Foolproof Ideas for Promoting Your Company – Business.gov -- Ideas to successfully promote your business.
  
• How do I Develop Marketing Communications or a Sales Message – Urban Wallace Associates -- The key to developing a marketing or sales message for a Brand is a well thought out strategy.
  
• Getting Noticed on a Shoestring – Mplans.com -- There are many ways to get your business noticed without spending a great deal of money--read this article to learn how.

Promotion Plans

• Promotion Plan – Small Business Notes -- So you have a product and have set your price. Will the world come running to your doorstep?
• Promotional Ideas – CCH Business Owner’s Toolkit -- Once a small business has determined both its business positioning strategy and the size of the promotional budget, specific promotional activities can be selected.
  
• Developing a Promotion Plan – Government of Alberta -- Creating an image and developing a promotional package are ways to show customers you mean business.
  
• Planning Promotional Programs – CCH Business Owner’s Toolkit -- Outlines the steps you need to take to create a comprehensive promotional game plan.
  
• Agricultural Business Strategies: Developing a Promotional Plan – Agriculture, Food and Rural Development, Alberta, Canada -- This factsheet discusses how to create a product image and incorporate this image into a promotion package.
  
• Helpful Tips for Improving the Visual Appeal of Marketing Materials - Oklahoma State University Extension -- Following simple design rules will improve the impact of promotional and marketing materials.