Advertising is an investment in your business and is similar to other investments that are designed to improve and expand your business. The return you receive depends on the planning and thought that precede the actual commitment and expenditure of advertising dollars. By first developing an effective advertising plan, you increase the likelihood of a positive return on your advertising investment, regardless of the amount of money you spend.
Four Basic Questions
The basic premise of an advertising plan requires you to thoroughly analyze the answers to key questions before you can make effective advertising decisions. There are four key questions to ask yourself:
1. What do I want my advertising to accomplish?
2. Who should my advertising speak to?
3. What should my advertising say?
4. What advertising medium should I use?
In a specific business situation, each question has any number of potential answers. As you think about each question, do not accept any answer until you have considered and explored the full range of possibilities.
What Do I Want My Advertising To Accomplish?
The first step in developing your...
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