INTRODUCTION

A wise man once said, "The person who saves money by not

advertising is like the man who stops the clock to save time." In

today's fast-paced, high-tech age, businesses have to use some form

of advertising to make prospects aware of their products and

services.

 

Even a famous company like Coca-Cola continually spends money

on advertising to support recognition of their products. In 1993,

Coca-Cola spent more than $150 million to keep its name in the

forefront of the public's eye. So the question isn't whether or not

you can afford to advertise, you simply must if you want your

business to succeed.

 

Some questions you should consider before buying ads are:

1. What media is the best to use?

2. How important is creativity?

3. Is there a way to buy space and time that will stretch my advertising budget?

When it comes to advertising, a lot of people really don't

know what they want, where to get it or what to do with it after

they have it. This publication will help you learn to determine

what type of advertising media is best for you, and learn to

identify guidelines you can use to obtain the advertising exposure

you need. It will help you identify ways to make your advertising

more cost efficient.

 

Advertising is an investment in your business's future. And

like any investment, it's important to find out as much as you can

before you make a decision. You'll be able to use this publication

as a reliable reference tool often in the months and years to come.

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