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Size Matters

Professional advertising help

This story appears in the February 2000 issue of Business Start-Ups magazine.

You're ready to start thinking about creating an exciting ad campaign, but you don't know where to start. Perhaps its time you called on the pros. Advertising campaigns derive from a sophisticated technical process that requires unique training, tools and experience. Because good advertising boils complex subjects down into simple, easy-to-understand language and visuals, the process can appear elementary to the uninitiated. But it's not-and it can cost you dearly if homespun efforts eat up a limited budget and don't get results. Fortunately for you, there are plenty of experienced professionals around to help.

The Big Time

Advertising agencies-also called marketing communications companies-come in all sizes, from megabucks corporations with offices worldwide and midsized agencies with staffs of 50 to the two- and three-person shops that use independent contractors for skills as needed. Because a campaign takes a team of specialists, each person working in his or her own arena, to produce a single ad, know from the start that it's not going to come cheap.

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