Advertising Checklist

Advertising Advertising
  • Overview 

  • Have your defined your advertising objectives and written them down?

  • What exactly do you want to communicate to your potential customers?

  • How will you measure the effectiveness of your ad?

  • Are you communicating buyer benefits?

  • Have you strategized an advertising campaign?

  • Is the timing right?

  • Do you have a planned advertising budget?

  • Are you prepared for a successful response?

  • Have you asked suppliers about cooperative programs?

  • Have you made sure that employees (if any) are informed of your goals?

  • Have all appropriate employees reviewed your advertising and approved of it?

  • What is your lead time for ad placement? Some newspapers require only a few days; some magazines require two months or longer.

  • Specifics

  • Does your ad present a central idea or theme?

  • Does your message require a response?

  • Have you told customers where and how to reach you?

  • Is your ad clear and concise? 

  • Is your ad consistent with your desired business image?

  • Files

  • Are you keeping files on all aspects of each ad?

  • Where did the ad run? What were the results? (Number of sales? Sales increases?)

  • Have you reflected/brainstormed/evaluated?

  • What variables (weather; competition, etc.) have your targeted for further study?

  • Competitors and Customers

  • Are you watching competitors? (If advertisers repeat ads, try to determine why.)

  • Are you listening to your customers? What do they want? What\'s important to them?

  • What media are most cost-effective to reach your customers?

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