Marketing is crucial to the success of a business, especially a business trying to gain a foothold in a tough or competitive environment, and businesses that need to reassert or redefine their identity in the marketplace.

Advertising is often a crucial element of an overall marketing plan, but small businesses may be tempted to forego the cost of running ads in order to save money. Doing so can be penny-wise and pound foolish. Advertising options are plentiful. Not all are expensive. But the right ad, properly written and effectively targeted can be crucial to the growth of a small business. Such an ad can be the linchpin or starting point for attracting new customers, directly leading to revenue growth.

But advertising in not without risks. Deceptive or false advertisements can get your business in trouble. Proper advertisements must comply with various laws and regulations, including those issued by the Federal Trade Commission (FTC).