* These are several basic factors a small businessmen particular should bear in mind about advertising:
- Advertising is much more than simply laying out an effective advertisement or writing a clever sales talk.
- The kind of advertising that is the best for some types of businesses may not be right for the others.
- Money can be wasted in advertising by failing to have adequate of information about potential customers, by lack of experience or judgment, by spending too high a proportion of gross income, by lack of adequate planning, etc.
- Finally, the purpose of advertising is to sell or help to sell. Advertising that doesn’t do this, directly or indirectly, should be avoided.
Although an advertisement should be regarded as the result of considerable research and planning rather than the starting point of an advertising, it is advisable to know in advance what each advertisement is expected to accomplish. The following list is a test to use in checking each advertisement before it is released that will be enable the advertiser to preview such requirements.