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Lou Bortone

Guide to Getting Your Ads Produced

Careful planning is the key to effective advertising


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Producing advertising for your business can be an intimidating task. The cost, the creative execution and the media placement options are all key considerations, but start with the basics: What are you advertising and why are you advertising? Three questions you need to answer before you produce your ads are:
  1. What is your marketing objective?
  2. Who is your target audience?
  3. What is the right mix of media that will help you reach and influence your target?

Action Steps
The best contacts and resources to help you get it done

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.

Tips & Tactics
Helpful advice for making the most of this Guide

  • Network with leaders from similar businesses to find out what's worked for them.
  • Know your market. Research your target audience; monitor your competition.
  • Tailor your advertising message to the specific medium — print ad copy is not the same as radio or online copy.
  • Radio stations will usually produce your ad for free if you advertise. Most television stations will charge an additional fee to produce your TV spot.

The official source of Getting Your Ads Produced is
the Advertising Production Services page at Business.com

Featured Vendors

Print Advertising
Demand-generating print ads for computer hardware, software and other technology-related businesses. Channel marketing experts.
www.binarypulse.com

Printed Advertising Production
Provides full service printing. Includes simple flyers with black ink to four color process brochures and publications.
www.dcdad.com

DisplayXpress: Billboard Advertising Production Services
With our superior 75dpi billboard print quality and 24 hour turnaround capabilities, you will get the recognition you deserve.
www.dtpxpress.com

Transit Advertising Production Services
Agency specializing in great transit placement throughout the USA. Outdoor is all that we do. See everything available to you at one source.
www.emcoutdoor.com

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 Best Sites to Learn MoreBack to top 

Dozens of informative articles on creating powerful, eye-catching ads. Topics include radio, TV, print, choosing the right ad agency, and more.

An online forum where small business owners share their views and experiences on television advertising and commercial production. Includes links to several valuable resources.


  Best Blogs and Forums Back to top 

Tips and advice from a marketing consultant who specializes in helping business grow through radio and TV.

Devoted to the daily realities of life within America's small advertising agencies. Lots of useful information for producing ads on a tight budget.

This is a general forum devoted to all topics on offline marketing for small business, including television and cable. A good place to discuss ad production.


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