Planning a Small Ad Program
Start by analyzing the desired outcome of your small ads. Use the Small Ad Planning Worksheet, shown in Figure 12-1, to develop answers to questions like:
| • | What is the main idea you want prospects to remember? |
| • | What is the next step you want prospects to take? |
| Small Ad Planning Worksheet | |
|---|---|
| Question | Answer |
| What is the main idea you want prospects to remember? | Alpine Ski House is the best place to choose ski bindings and accessories. |
| What is the next step you want prospects to take? | Visit their store or Web site for informed advice and selection. |
| What kind of incentive will best encourage an immediate response? | 10-point tip sheet to help choose the right ... |
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