nts such as Proctor and Gamble and Pepsi always feel they could augment their advertising budgets. But given your income, expenses and sales projections, simple addition and subtraction can help you determine how much you can afford to invest. Some companies spend a full 10 percent of their gross income on adMost of us are impatient; we want our advertising to spark an immediate sales increase. That's equivalent to giving a builder one week to construct a three-bedroom home without a blueprint. Think of the planning process as drawing a blueprint for your advertising campaign structure. First you design the framework, next you fill in the details, and finally you begin to build.

I. Design the Framework

What is the purpose of your advertising program?

Start by defining your company's long-range goals then map out how marketing can help you attain them. Next, zero in on possible advertising routes that are complementary to your marketing efforts, and be specific. Set measurable goals so you can evaluate the success of your advertising campaign. For example, do you want to increase overall sales by 20 percent this year? Do you want to boost sales to existing customers by 10 percent during each of the next three years? Do you want to appeal to younger or older buyers? Do you want to sell off old products to free resources for new ones?

How much can you afford to invest?

Keep in mind that whatever amount you allocate is never enough. Even corporate giants such as Proctor and Gamble and Pepsi always feel they could augment their advertising budgets. But given your income, expenses and sales projections, simple addition and subtraction can help you determine how much you can afford to invest. Some companies spend a full 10 percent of their gross income on advhe framework, next you fill in the details, and finally you begin to build.

I. Design the Framework

What is the purpose of your advertising program?

Start by defining your company's long-range goals then map out how marketing can help you attain them. Next, zero in on possible advertising routes that are complementary to your marketing efforts, and be specific. Set measurable goals so you can evaluate the success of your advertising campaign. For example, do you want to increase overall sales by 20 percent this year? Do you want to boost sales to existing customers by 10 percent during each of the next three years? Do you want to appeal to younger or older buyers? Do you want to sell off old products to free resources for new ones?

How much can you afford to invest?

Keep in mind that whatever amount you allocate is never enough. Even corporate giants such as Proctor and Gamble and Pepsi always feel they could augment their advertising budgets. But given your income, expenses and sales projections, simple addition and subtraction can help you determine how much you can afford to invest. Some companies spend a full 10 percent of their gross income on ad zero in on possible advertising routes that are complementary to your marketing efforts, and be specific. Set measurable goals so you can evaluate the success of your advertising campaign. For example, do you want to increase overall sales by 20 percent this year? Do you want to boost sales to existing customers by 10 percent during each of the next three years? Do you want to appeal to younger or older buyers? Do you want to sell off old products to free resources for new ones?

How much can you afford to invest?

Keep in mind that whatever amount you allocate is never enough. Even corporate giants such as Proctor and Gamble and Pepsi always feel they could augment their advertising budgets. But given your income, expenses and sales projections, simple addition and subtraction can help you determine how much you can afford to invest. Some companies spend a full 10 percent of their gross income on admers by 10 percent during each of the next three years? Do you want to appeal to younger or older buyers? Do you want to sell off old products to free resources for new ones?

How much can you afford to invest?

Keep in mind that whatever amount you allocate is never enough. Even corporate giants such as Proctor and Gamble and Pepsi always feel they could augment their advertising budgets. But given your income, expenses and sales projections, simple addition and subtraction can help you determine how much you can afford to invest. Some companies spend a full 10 percent of their gross income on adnts such as Proctor and Gamble and Pepsi always feel they could augment their advertising budgets. But given your income, expenses and sales projections, simple addition and subtraction can help you determine how much you can afford to invest. Some companies spend a full 10 percent of their gross income on advertising, others just 1 percent. Sorry, there is no fixed rule.

II. Fill in the Details

What are the features and benefits of your product or service?

In first determining the features, think of automobile brochures that list engine, body and performance specifications or food products that detail ingredients. Another example would be accountants whose services include tax return preparation and cash flow consultation. Now the hard part: What are the benefits of those features to your customers? How does your product or service actually help them? For example, a powerful engine helps you accelerate quickly to get onto busy freeways. Certain food ingredients are cholesterol free or low in fat to aid in staying healthy.

Who is your audience?

Create a profile of your best customer. Be as specific as possible. This answer will be the primary guidepost in creating your ads and choosing appropriate media.

Examples: A restaurant may target adults who dine out frequently in the nearby city or suburban area. A computer software manufacturer may aim at information managers in companies with 10-100 employees. A bottled water company may try to appeal to athletes