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Advertising is an investment in your business, similar to other investments 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.
This Financial Guide is not intended to be an in-depth analysis of advertising principles and alternatives — that is beyond its scope. Rather, it is intended only to provide a basic review — to stimulate your thinking — of how to develop an effective advertising program. Unless you are very familiar with the opportunities in this area, you should seek the advice of an advertising professional.
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. Whom should my advertising speak to?
3. What should my advertising......

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Approximate Word Count: 1699
Approximate Pages: 7 (250 words per double-spaced page)

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