Develop a creative brief

A creative brief is your roadmap to producing your ad. Briefs force you to address the questions that will frame your ad content.

I recommend: Learn how to write a creative brief for a TV or a print ad at AdCracker.

Maximize your ad budget

Volumes have been written about how to budget for advertising. It all comes down to determining how much you need to spend to reach your objectives. No more, no less.

I recommend: Check out enotes.com for comprehensive information about advertising budget strategies and formulas.

Consider working with an agency

Agencies come in all shapes and sizes. What is the right fit for your business? It could be a one-man shop or a boutique that specializes in only media buying, or TV production or online advertising.

I recommend: Check out the agency search function of The American Association of Advertising Agencies, which also offers plenty of resources and information about producing effective ads. You can also search for an agency on the Web site of Adweek, the ad industry's key trade publication.

Determine your best media options

The media landscape is more complex than ever, with thousands of advertising options. Unless your buy is relatively simple, such as radio or newspaper advertising, this is one area where you may want to call in a media buying agency. Either way, do your homework.

I recommend: iMedia Connection has extensive resources, including a section on media buying and planning.