Maximize Your Ad Campaign Dollars

Advertising isn't cheap, but that doesn't mean you have to spend a fortune to promote your business. Try stretching your ad dollars with these tips:

Target your market.

Make sure that you reach your target audience, but don't overbuy. In large metropolitan markets, advertising in daily newspapers and on television can be costly, and you may end up paying for a much larger audience than your business serves. Find targeted media that focuses on your service area, such as community or neighborhood newspapers. Read Determining the Target Audience for Your Small Business for techniques to help you to segment your audience.

Look into regional ad buys. Some publications have regional or demographic editions where you can place an ad for a fraction of the cost of advertising in the regular edition. And cable TV stations offer local advertising that is broadcast only in certain markets.