One of the key challenges of business especially a new one is to build awareness of their product or service in the market place. It is no point of having a great product or service when nobody knows that it exists. Therefore, one of the key priorities of business is to raise its awareness and you can do this through advertising and promotions.Advertising is an important component of the marketing process however, advertising should not be used until there has been thorough market research undertaken. Market research is essential to determine if you actually have a market to sell to and a product or service that people or other businesses want. When you have identified a potentially good market you can begin to test it by undertaking and initial pilot advertising campaign to test the waters. Your market research should have uncovered the most appropriate methods of advertising to use. Your budget will also determine the type of advertising that you can afford to do. The most expensive is TV advertising and this would not be recommended for a business start-up as you could spend your whole advertising budget in one weekend. There are cheaper ways that you can advertise through other media such as the newspapers magazines and radio. These will not provide the same amount of coverage as TV advertising however, they can reveal what works without having to burn a hole in your marketing budget. It all comes down to testing and identifying the most effective method that returns the best return on investment. Therefore, when you begin an advertising campaign it is very important that you are able to measure the results.For a start-up business that has a limited marketing budget the best way is to seek ways of promoting the business through free advertising. This can achieved if you know where to look. For example, approach your local media such as newspapers, magazines and radio. These media outlets are constantly looking out for news stories and features to broadcast and write about, otherwise they would go out of business. You can solve their problem by approaching them to do a feature about your new business and the service. Any story that involves a local business helping the local economy is news worthy. The local media will be more than happy to do this and free of charge. Another good idea is to compile a contact list of your local media contacts and build a close working relationship with each of them. Learn how to write press releases and send this to your media contact with a new story angle on your business, product or service.