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Throughout history, advertising as a business strategy has allowed entrepreneurs to develop a short, medium and even long term image for a company or product as the consumer's first choice. Therefore, what sustains the success of the most demanded and modified products is to be in the first place in the consumer's mind, This is reflected in sales and in turn is quantified in revenues.

According to Kotler and Armstrong (1998), they define advertising as "any paid form of non-personal presentation and promotion of ideas, goods or services, made by an identified sponsor", in other words we can also say that advertising is a way to inform customers and potential customers of the products that the company owns, with the sole purpose of selling products regardless of their geographical location where it is located, whether international, national, regional or local.

In this sense, advertising has become not a luxury but a necessity for small and medium companies in the country, which is why the best strategies are not in copying the advertising strategies of other companies but in creating their own to the needs that arise every day as a strategy to improve the profitability of the company.

The new trends of today's companies is to be present in the minds of consumers, which is why small and medium enterprises seek to anticipate the needs, with more accessible, direct strategies, but above all with fewer economic resources.

However, the promotion of ideas, goods or services, is increasingly in the hands of companies and not only in the hands of third parties, which marks the success of advertising the product is successful or not, is that so recognized by consumers, which translates into visits and purchases of the product, so it is an activity that requires ingenuity, creativity, application and above all update that walk in the day to day consumer.

Therefore, to consider advertising as a strategy within a company is to have a specialized staff with exclusive dedication that evaluates the market and the alternatives of mass trends at the moment, that can be direct and accessible, that is to say that can harmonize the relationship between consumer and company, achieving to position itself in the mind of the consumer, as the trusted ally at the time of using the product.

To reach this step, the prelude is the responsibility of an advertising that is made as a strategy by considering the various elements, for this the objective of the message and the advertising medium that are combined correctly are the alliance that give distinction to each advertisement, therefore, the consumer feels that their needs are important to companies and above all can count on the product, in time and timely quantity.

That is why all companies know that they must advertise in one way or another, that is, they are always looking for new technological developments that are of interest to the consumer to get the messages of the products to consumers with different interests, but with the same need.

Reference:

Kotler and Armstrong (1998). Fundamentals of Marketing. (4th ed.). Mexico: Mc. Graw Hill.

Stanton and Cols (2007). Fundamentals of Marketing, (14th ed), McGraw Hill.

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