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At one time or another every advertiser experiences a dud advertising campaign - no calls, no leads, or no contacts.  Usually, and rightfully so, the first thought that the advertiser has is “does advertising with this (newspaper, magazine, radio station, TV channel, direct marketer, etc) actually work”?  This is a critical question and should constantly be asked by the advertiser and proven by the medium.

For any business every dollar is precious, but for a small business each precious dollar is more critical. In regards to advertising, small businesses do not advertise for the sake of advertising. Instead, they want to get the most return for their investment. Your advertising campaign should translate to greater sales, greater exposure, more profits and healthier bottom line.

"I know half the money I spend on advertising is wasted, but I can never find out which half"

- John Wanamaker, 1838-1922, American merchant, Wanamakers Department Store

True. Though the quote is tongue and check, it still has a ring of truth. And this from a very successful businessman, who spent millions on advertising, whom I am sure, was not fond of “wasted” money. Fortunately, there are ways to limit the waste and make your ad in a way that gives it the best chance for success. The basics.