Advertising and Promotion StrategyAwareness of the product that a company has on hand is the starting point of business and it is a great indicator of the success of the product in the competitive market. The art of communication has become an essential aspect, as there are a wide variety of communication channels that a business can use. It is therefore advisable that as a business you are able to develop a marketing strategy that will make your products stand out from the rest of the competition. The company must be able to create a message that will be used to give the product a position in the market. In today's world, the Internet has changed the way business is done and issues of targeting and segmentation are handled differently (Milkman, 2008). All this is done with the aim of increasing the revenue and profits of a given organization. It is the relationships we maintain that will allow us to better sell our products. You should be able to understand why consumers should be able to purchase the products you offer in the market by summarizing the product details. Have a unique approach that will give consumers a reason to do business with you. Through communication, you are able to solve your consumers' problems and create trust for them. You should summarize the products, services, and package options the organization has and the benefits of each to the consumer. The communication strategy adopted must be one that will give you feedback once the product is launched on the market. As an organization, they should expect both positive and negative feedback. For this reason, they should be armed with...... middle of paper......1, Vol. 81. (36). 34. Charles WL, Joseph FH and Jr., Carl, M. (2009). Marketing Essentials, Canada: South Western Cengage Learning. Edelman, D.C. (2010). Branding in the digital age. Harvard Business Review. Vol 88. 62-69. Ludi, K. and Steve, B. (2005). Marketing communications. Johannesburg: Juta and Company Limited. Marieke, K. & de, M. (2010). Global Marketing and Advertising: Understanding Cultural Paradoxes. London: Sage Publishers, Milkman, KL (2008) Harness consumers' desire for the 'shoulds'. Harvard Business Review. July-August. Flight. 86. I (7/8). 22-23. O'Connell, A. (2010). Read the audience's mind. Deshpandé, Rohit Why you don't buy Venezuelan chocolate. Harvard Business Review. Flight. 88. 25-27. Ogilvie, J.R. (2006). CLEP Management Principles: The Best Test Preparation for CLEP. New Jersey: Research and Education Association..