1. Ask yourself what media your target audience read or watch, and consider the other kinds of advertising competing for their attention: -

Cinema
Commercial Radio
Directories
Internet
Magazines (consumer & trade)
Newspapers (local & national)
Outdoor
Television

2. If your product is aimed at an industrial market consider trade magazines or direct mail as your first options.

3. If your audience is a consumer market consider newspapers, radio and television.

4. A smaller business is more likely to use locally targeted advertising initiatives in order for costs to be proportionate to the overall cost of producing and selling the product.

5. Have a clear message. Say exactly what is offered in as few words as possible, in a memorable and original fashion.

6. Give your advertisement entertainment value.

7. You could try using shock tactics but this is a high-risk strategy and may not be suitable to your product or market. Stay within the law and check the British
Codes of Advertising and Sales Promotion.

8. Ensure top-class design and layout.

9. Adopt an appropriate image.

10. Seek professional help, use an advertising agency for input on aspects like concept, design, make-up, placement and impact assessment.

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Do’s & Don’ts:

Do:

Decide as early as possible how important advertising will be in your business’s promotion strategy; then set a budget and specific targets.

Give your advertisement chance to work.

Review your spending, sales, customer feedback and other targets regularly.

Consider using the Internet to advertise

Don’t:

Use material that is likely to offend your audience or cause fear or distress.

Make claims that you are unable to support.

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