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Campaign Ready?

Ok, your new advertising looks great. But how will you ensure its success?

This story appears in the July 2000 issue of Entrepreneur. Subscribe »

After months of hard work, your new advertising campaign is ready to launch. The copy is well-written, the graphics look sharp, and you're confident the special offer will make your phone ring off the hook. But how will you ensure the success of your campaign? Even terrific advertising won't get results if the right people don't see it or if it's difficult to take advantage of your offer. Here are three ways to make sure your new ad campaign gets results:

1. Advertise in the right place. If you're like many busy entrepreneurs, you sometimes spread your marketing efforts too thin by trying to serve a broad range of prospects. But advertising works best when it targets a narrow audience with common characteristics and needs. So before you place your campaign, pinpoint the narrowest possible target audience for your advertising campaign and choose the publications or broadcast media that reach them with the least amount of waste.

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