tune time to figure out which fragments are yours. Writes prophetess of trends Faith Popcorn in her latest version of The Popcorn Report: "Markets are becoming niches and niches are growing smaller. As this market miniaturization occurs, customers gain more The homogeneous mass market, which has dictated the offerings of U.S. producers since the dawn of the industrial revolution, is confronting its demise. At least, that's the word from advertising and marketing experts as we transition into a new millennium. The scattershot advertising approach, which wasn't necessarily all that effective in the past, will be even less so in the 21st century. The most obvious alternative, shifting to narrower and more specialized markets, is already being tried by many small firms with substantial success.

If you don't believe it, look no further than the assembly-line hamburger maker, Burger King, which was a forerunner in realizing that customers want it "their way" and their way is not necessarily everyone else's. As touted in its advertising, Burger King offered "customized" burgers based on a patron's preferences, down to the ketchup, a far cry from the typical one-way-suits-all quarter-pounder. Because the mass market is splintering into fragments, now is an opportune time to figure out which fragments are yours. Writes prophetess of trends Faith Popcorn in her latest version of The Popcorn Report: "Markets are becoming niches and niches are growing smaller. As this market miniaturization occurs, customers gain more

The scattershot advertising approach, which wasn't necessarily all that effective in the past, will be even less so in the 21st century. The most obvious alternative, shifting to narrower and more specialized markets, is already being tried by many small firms with substantial success.

If you don't believe it, look no further than the assembly-line hamburger maker, Burger King, which was a forerunner in realizing that customers want it "their way" and their way is not necessarily everyone else's. As touted in its advertising, Burger King offered "customized" burgers based on a patron's preferences, down to the ketchup, a far cry from the typical one-way-suits-all quarter-pounder. Because the mass market is splintering into fragments, now is an opportune time to figure out which fragments are yours. Writes prophetess of trends Faith Popcorn in her latest version of The Popcorn Report: "Markets are becoming niches and niches are growing smaller. As this market miniaturization occurs, customers gain more

ms with substantial success.

If you don't believe it, look no further than the assembly-line hamburger maker, Burger King, which was a forerunner in realizing that customers want it "their way" and their way is not necessarily everyone else's. As touted in its advertising, Burger King offered "customized" burgers based on a patron's preferences, down to the ketchup, a far cry from the typical one-way-suits-all quarter-pounder. Because the mass market is splintering into fragments, now is an opportune time to figure out which fragments are yours. Writes prophetess of trends Faith Popcorn in her latest version of The Popcorn Report: "Markets are becoming niches and niches are growing smaller. As this market miniaturization occurs, customers gain more

As touted in its advertising, Burger King offered "customized" burgers based on a patron's preferences, down to the ketchup, a far cry from the typical one-way-suits-all quarter-pounder. Because the mass market is splintering into fragments, now is an opportune time to figure out which fragments are yours. Writes prophetess of trends Faith Popcorn in her latest version of The Popcorn Report: "Markets are becoming niches and niches are growing smaller. As this market miniaturization occurs, customers gain more tune time to figure out which fragments are yours. Writes prophetess of trends Faith Popcorn in her latest version of The Popcorn Report: "Markets are becoming niches and niches are growing smaller. As this market miniaturization occurs, customers gain more stature - and they know it." Reaching those customers requires a new strategy.

Advertising

How Can I Profit from Advertising?

Advertising, defined as "the action of attracting public attention to a product or business," is one of many marketing tools you can use to draw more customers with greater frequency. Also falling under the broad umbrella of marketing are public relations and promotional programs, signage, premiums and incentives, newsletters, trade shows and word of mouth - in short, everything you do to help attain your company's overall goals. Ideally, your firm should invest in an ongoing, consistent marketing program using a combination of these tools for maximum impact.

Advertising And Your Business

• Remind customers and prospects about the benefits of your product or service.
  

• Establish and maintain your distinct identity or "personality."
  

• Enhance your reputation.