geographic catchment area or region? Is it seasonal? It may help to ask the opinions of suppliers, existing customers or friends and family. When the ideal customers have been determined, plan the best way to reach them.

Plan your media
After you have decided what to communicate and to whom, consider which media will reach your target customers best. Will it be a local newspaper,
or a national
newspaper,
a magazine,
the web, a
street poster
or a bus
shelter? Further
decisions such
as which news-
paper section or region to use, can then be made. Speaking to the sales department of a newspaper or magazine will help determine if their typical readers match your ideal target customers.

Find out where your competitors or companies with similar target customers advertise. Again, ask the opinion of suppliers, existing

customers or friends and family. If you are selling a house, Ads in the property section of the regional newspapers will be an ideal place to reach potential buyers.

The size of your Ad and how often to place it must be considered alongside budget, to ensure that your target customers are reached efficiently.

Develop a concept
Every successful Ad starts with a good idea. Ads that capture the attention of readers will always express their ideas with simplicity and clarity. It’s easy, just recall your communication goal, incorporate your idea in a headline, and chose an appropriate image relevant to your idea. A well-executed advertising idea will work successfully in
a variety
of ways.