Advertising brings your startup or new business to life. It connects your idea with the consumer. Good advertising communicates one core concept by employing the appropriate technique. It could be humor, information, inspiration or an emotional approach. Advertising's foremost purpose is to let the end consumer know what's in it for them – why they should use your product or service. If you are a startup it's helpful to envision what your product will look like to your target audience once it is out in the market. This helps to clarify your goals during the pitching phase and it breathes life into your idea.