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Ad Columnist Roy H. Williams

Radio Ads: How Long Should They Be?
Everything you need to consider when choosing between 15-, 30- and 60-second spots

When Will My Ads Start Working?
It depends on a variety of factors. Here's how to create the most efficient campaign possible.

Secrets to Better Branding
How customers respond to your brand can make or break your business.

Be Your Brand
Let branding work for you by tapping into the truth behind your business.

Building a Successful Advertising Plan
Before you can advertise effectively, you need to answer these important questions.

Get Your Message Out--On a Shoestring
4 easy ways to create a successful advertising plan without spending a bundle

How Advertising Fits Into Your Marketing Plan
As you plot the course of your business, don't forget to map out promotion as well.

Cheap and Effective Advertising Techniques
If what you've tried hasn't worked, try these tips for writing an ad that gets results.

Take Advantage of Advertising Opportunities
Make the most of any advertising opportunity by knowing your target audience and finding an offer that fits their needs.

How to Reach Your Target Audience
Narrow your focus to get your message out to potential clients.

Selecting the Most Effective Advertising Media
How can you tell if your ads are reaching the right audience and generating the best response?

Determining Ad Rep Commissions
Should you pay your ad reps before or after the money comes in?

Outdoor Ads That Get Results
You can't just slap a few words on a giant sign and expect people to respond. Here's how to craft your outdoor ads for optimal results.

Should You Increase Your Radio-Ad Frequency?
There's no easy answer. But if you have the stomach for it, the answer might be yes.

Does It Have to Be "On Sale" to Sell?
To ensure healthy profits, target both transactional and relational customers with your advertising.

Debug Your Ad Campaign
Spending all your money on advertising but getting no results? Find out whether you're guilty of committing one of these 12 huge blunders.

Adjusting Your Ads in Times of War
How to proceed with your advertising goals when the world is in turmoil

What to Say in Your Ad
Can't decide what information to include in your ads? Surprise: There's more than one answer.

What Return to Expect on Your TV Ad Dollar
Before you pour money into airtime, determine how often you need to show your spot to get a return on your investment.

The Keys to Cable Ad Success
Learn what to say and how often to say it when you advertise on cable TV.

Using Radio to Sell a Visually Appealing Product
Think prospects have to see your product to be interested? Think again.

Advertising Your New Business
How to get big results with a small budget

Calculating Your Ad Budget
Before you pour money into advertising, figure out exactly how much you should spend.