Advertising may be described as any paid form of non-personal presentation and promotion of ideas, goods or services. The Latin origin of the word "advertere" means "to turn toward." Advertising communications aim to turn the buyer or consumer’s mind toward the purchase. Below are some key tips for small businesses to advertise effectively, the use of the Internet for proficient advertising and the best Web sites for covering these resourceful topics.

As there are so many variations of what can be done with advertising, it is important to focus on what one is trying to accomplish and how that may be achieved.

1. Exposure – via the media
2. Processing – of the ad, ad-like event or promotional offer
3. Communication effects and brand promotion – connected to and for the brand
4. Target audience action – by the buyer
5. Sales/market share and brand equity – resulting from cumulative buyer actions in a market
6. "Leading to" profit – for the small business

Once an ad plan has been developed, there are specific routes to use to advertise effectively.

1. Media advertising (TV, radio, newspaper, business or consumer magazines)
2. Trade journal advertising
3. Directories
4. Direct response advertising (Internet, main media, direct mail)
5. Brochures, sales literature, audiovisual presentation tapes
6. Telemarketing
7. Loyalty programs
8. Sponsorships or event marketing
9. Exhibitions, trade shows and conventions
10. Publicity and public relations

Interactive ads are unlike other forms of advertising because of the large degree of message self-selection built into their design. The "creative" in an interactive ad is comprised of two components: content (the message) and design (the execution).

1. The structural elements in the message are much like a high-involvement, one-step, direct response print ad.
2. The second component is the structure in the interactive ad’s design that enables the browser to click through pages by going from screen to screen (i.e. one page may occupy several consecutive screens and the browser can select which pages to view ).

The banners and box-labels that guide the interested browser through the ad function are similar to "sub-headlines" used in print media. These sub-headlines are critical, creative elements in that they must communicate quickly and interest the browser to go to the subsequent page(s).

• Structurally easy to use
• Entertaining if browsers are likely to be less than intent on seeking information for his/her own sake
• Informative

• Persuasive in the high-involvement manner of exhibiting sensitivity to the buyer’s initial attitude toward the brand

• Provides a list of the Top 100+ Marketing ideas, with #90-109 pertaining to advertising
• The "Choosing the Right Advertising Medium" article is based on four factors: objective, target audience, message/frequency and budget
• Also included are resourceful advantages and disadvantages for several types of media

• This site outlines seven practical advertising tips by the President of the organization

• Hi-lights tips on when and how much to spend on advertising
• It also portrays the effectiveness of advertising based on 70 years of research

• Define, create and implement an Internet advertising plan, show samples of Internet advertising and provide general advertising information and advice
• Locate information on Web banner ads and the top ten rules for creating an effective advertising Web site

• Contains information for small businesses that want to find out about developing Web sites for advertising
• "Web Price Index" - a guide to pricing and what it costs to maintain a Web site
• "Developer Directory" - list of web design developers within specific regions