Choosing a target market
The most important element of marketing is staying focused. The focus should be on truly understanding your target market. The shotgun approach to marketing does not work, you will waste your money, time and energy. High exposure does not necessarily mean high sales. Your marketing message should be directed toward a specific group of people. This will give it more power and meaning and lead to higher sales.
Don't let ad-sales-agents tell you how to advertise, their opinion is biased by how much money they can take from you. Before purchasing advertisement you must have a clear understanding of your target market and the best way to speak to them through your mediums of marketing.
The target market of every business is different and has special needs and wants. In order to have an effective campaign you should first brainstorm some generalities about who would buy your product.