But definitely, don’t reduce :)
No company can exist without people who are willing to pay for its products or services. But people need to be aware of—and have positive feelings about—a company before they will choose to give it their business. That’s why a critical part of any organization’s operating budget covers marketing and public relations.
For decades, print ads (handbills, newspaper notices, posters, billboard, etc.) were the primary venue for this outreach. Eventually they were joined by radio spots and then television commercials. And in recent years, digital advertising has become a major player on the marketing scene—as you no doubt already know if you’ve ever faced an inbox full of spam viewed a website teeming with banner ads and embedded videos. All of these kinds of media vary in many ways, but they all have one thing in common: they cost money to produce.
The hefty financial investment needed to produce marketing materials and the ever-increasing options for distributing them mean that more and more companies are looking for ways to get the most bang for their buck.