Advertising

Make yourself an advertising expert You can avoid making wrong turns by first understand advertising basics.

I recommend:  For a crash course in advertising, check out the U.S. Small Business Administration's step-by-step guide to getting started in advertising. SBA's Primer on Advertising is also a great starting point.

Put software to work There are software programs that will walk you through the advertising planning process.

I recommend:  Try Advertising Plan Pro, and find more free help at Advertising-Notes.com.

Set your advertising objectives Unless you know what you want your ads to achieve, you can't create a successful campaign. Pinpoint your objectives. For example, are you trying to attract new customers? Encourage existing ones to spend more? Improve your overall image?

I recommend:  Find a list of advertising objectives used in the University of Missouri-Columbia's advertising program and learn more about setting objectives from the SBA's Advertising in a Nutshell.

Set you advertising budget You can set an ad budget several ways: as a fixed percentage of gross sales (often 2-5 percent for small businesses); matching what your competition spends; the task method, in which you spend as much as it requires to meet your goals; and the residual method in which you spend whatever's left after you meet other expenses.

I recommend:  For help deciding which method to use visit Tutor2u.com. For more budgeting tips, go to SmallTownMarketing.com and KnowThis.com.

What's your message? Delivering a simple, clear, and concise message is key to getting a response.

I recommend:  Discover the ins and outs of "Making Your Advertising Message Stand Out" from Entrepreneur.com and find out why using a single message can improve results in "The 6 Laws of Small Business Advertising."

Choose your media Newspapers, cable TV, online - each of these and other media can be effective for an advertising campaign. However, choosing the best media for your campaign depends on your specific objectives and your target market.

I recommend:  Discover the advantages and disadvantages of various advertising media at PowerHomeBiz.com and at BusinessTown.com.

Consider hiring a pro If you're planning an ongoing advertising effort with, you may benefit from hiring an agency. Agencies can help create effective campaigns, select an appropriate media mix and negotiate rates to get you a better deal.

I recommend:  For help finding the right agency visit SalesVantage or AgencyFinder.com.