Advertising Age - 28 March 2011 by Abbey Klaassen (Editor)

By Abbey Klaassen (Editor)

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This misuse of funds is also true of companies in other industries that choose to gamble the entire year’s ad budget on the Super Bowl commercials, but the 2000 dot-com debacle was the worst. com, whose adorable sock-puppet spokesman starred in several Super Bowl commercials (before the company eventually went kaput). Why weren’t these flashy ads successful? ” Their spots were so clever that they forgot to include a selling message that actually motivates someone to buy. Sadly, many even forgot to mention what service or product it was that they were selling.

I also give you tips on how you can get the most bang for your advertising buck by weighing the pros and cons of advertising in major or local newspapers; in national, regional, or specialized magazines; on radio; on broadcast or cable TV; and on the Internet. Determining How Much You Can Afford to Spend So, what dollar amount, or percentage of gross sales, should you invest in your advertising budget? The question is a very tough one. And although I can give you some guidelines, only you are able to answer it when it’s all said and done.

Forewarned is forearmed, which in this case means that gathering information about the other guys helps you make a quantified judgment as to how much you need to spend in order to compete with them. If you own a momand-pop hardware store, you may have a tough time generating a budget that can compete with the monster-size warehouse stores — but don’t panic. Simply outspending the other guy (or even trying to keep up with him) isn’t the whole answer. Chapter 2: Setting and Working within Your Advertising Budget You may be relieved to know that you can spend a lot less than your competition and still make more of an impact by being more creative with both your message and your media buying.

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