To become a market leader in a specific product category your Brand Name needs to be first in the minds of your potential customers. Amazon.com captured the image of being the first online bookstore and has easily become the leader in its niche market, just as Halloween Online is the leader in the Halloween market.

More and more, companies are finding out that the only way to build product awareness and a successful brand is through a combination of positive publicity and targeted advertising campaigns. Conventional advertising simply isn't enough, and should only be considered a part of your over all marketing plan. You need a venue that communicates the products existence and advantages along side conventional advertising.

Online commerce is currently in its growth phase, and is the time when business' should be working to increase their traffic and customer base. A loyal customer who has ordered from you will come back and order again, and may generate new customers for your company through word-of-mouth.

Magazine style articles are a perfect venue, and the best types of articles for building name recognition are those that show the product, describes it's possible uses and how to make a purchase, because they hold the readers' interest and turn them into potential customers.

While editorial coverage typically makes a product, advertising helps to channel increased name/product recognition into sales. For example, if you produce a line of quality Halloween tombstones your marketing plan should include actual published articles and a continuous flow of "targeted" advertising to help keep the image up once it has been established through articles.

Simply put, name brand recognition requires repetition.