Advertising and Promotional Strategy Raising awareness about the product a company has on hand is where the business begins and is a great indicator of the success the product will have in the competitive market. The art of communication has become a vital aspect and this is attributed to the fact that there is a wide variety of communication channels that a business can use. It is therefore advisable that as a business you are able to come up with a marketing strategy that makes your products stand out from the rest of the crowd. The company should 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 conducted and issues of targeting and segmentation are handled differently (Milkman, 2008). All of this is done with the intention of increasing the revenue and profits of a particular organization. It's all about the connections we have that will allow us to best sell our products. You should be able to explain why consumers should be able to purchase the products you have on the market by summarizing the product details. Have a unique approach that will make consumers have a reason to conduct business with you. Through communication, you can act as a problem solver for your consumers and build trust for them. You need to summarize the products, services and package options offered by your organization and the benefits of each to the consumer. The communication strategy adopted should be such that it provides you with feedback once the product has been released on the market. As an organization, they should expect both positive and negative feedback. For this reason they should be armed with... half of the paper... 1, vol. 81. (36). 34.Charles W.L., Joseph F.H. & Jr., Carl, M. (2009). Essentials of Marketing, Canada: South Western Cengage Learning.Edelman, D.C. (2010). The brand in the digital age. Harvard Business Review. Vol 88. 62-69.Ludi, K. & Steve, B. (2005). Marketing communications. Johannesburg: Jute and Company Limited. Marieke, K. & de, M. (2010). Global Marketing and Advertising: Understanding Cultural Paradoxes. London: Sage Publishers, Milkman, KL (2008) Tapping consumers' desire for “shoulds.” Harvard Business Review. July-August vol. 86. I (7/8). 22-23.O'Connell, A. (2010). Reading the public mind. Deshpandé, Rohit Why don't you buy Venezuelan chocolate. Harvard Business Review. vol. 88.25-27.Ogilvie, J.R. (2006). CLEP Management Principles: The Best Test Preparation for CLEP. New Jersey: Association for Research and Education..