69.ADVERTISING BUSINESS

There are two types of advertisements, so the first thing to do is decide what type you need.The first is an ad campaign that is more intended to build your brand than for making an immediate sale. This type of ad gets your name out there so that people will recall it, for instance, the ad in the paper that says "Divorce for fathers." By being placed in the paper again and again, this ad is designed to infiltrate people's subconscious so that some day down the road, a father who is getting divorced will remember whom to call.Branding ad campaigns are long-term undertakings. It's an ongoing process that pays increasing dividends as time goes by.

he United States Small Business Administration suggests that you earmark 2% of your gross sales towards advertising. Others believe the amount should be 5%. Either way, the important thing is to make a commitment and earmark the appropriate percentage of gross sales towards that figure.And remember the rule: Repetition is the key to success. When choosing an ad and a medium, you will need to budget enough money to get your message heard or seen by enough people enough times. Your ad rep will help you figure out how many ads that is.

Different media outlets have different strengths and weaknesses. Your campaign may utilize only one or it may take several to accomplish your goals. Keep these factors in mind.Choose media that reaches your demographic. You must know what your customers watch, read, listen to, and know where they are located. Once you know that, you can request the media kits for the various media and compare the information contained therein to your target demographic. When you find a match, you are headed in the right direction.Choose media used by your target audience. If you sell sporting goods, then your customers likely read the sports page. If you sell to teens, an alternative rock radio station makes sense. Again, you need to know what your customers read and watch to make an informed decision.

Choose media that you can afford. You need to figure out, with the assistance of the ad rep of the media sources you like best, what sort of frequency you will need to penetrate your target market, and then what it will cost you to advertise. Compare costs with several sources, and narrow the field to the sources that best deliver your demographic at the best cost.Choose media that you can afford. You need to figure out, with the assistance of the ad rep of the media sources you like best, what sort of frequency you will need to penetrate your target market, and then what it will cost you to advertise. Compare costs with several sources, and narrow the field to the sources that best deliver your demographic at the best cost.