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Well, even if you don't get results from advertising, you are getting your name out there, which is called branding. It's a way to basically put your name in front of potential customers, for months, or years down the road they will remember you and call you up for service
As I sit thinking about this I am not sure. I want to say that starting out, you need to raise money fast so your marketing has to give you the most bang for the buck. But then later as you go for the long haul you do want to build more and more of a brand.
I do wonder how many new business people even consider branding when they get started. Or how many years are they in business before they start to think about that.