1) Medium - The message must be 'welcomed'
Will your advertising be seen as 'junk mail'? Will it be hanging on their doorknob or stuffed in their mailbox? With a multitude of flyers being inserted in our weekly newspapers, stuffed mailboxes overflowing with flashy red and yellow 'direct mail' pieces, consumers feel invaded and their attention span overturned negatively before they even walk in their homes. Don't be 'spammed'. Consider a medium which delivers your message positively, through a product where the consumer is given the choice whether or not to pick up. Look at the medium, and ask how the message is delivered.

2)  Demographic - Who Are You Targeting?
If you're selling a product for children, target their parents and grandparents. If you're selling a product for seniors, target them directly and/or their children (boomers). Although it may seem simple, most marketing executives pay very little attention to this important factor. Take beer manufacturers for example: Did you know that adults over 50 account for over 50% of beer drinking? Yet TV commercials are still targeting 'twenty-somethings' seen in cottages they can't even afford. If you know your product or service well, you should also know who is more likely to buy it, where they live and shop, what their economic status is, and other important details.

3)  Longevity - Will Your Message Last?
It will only last so long. If you have considered billboard advertising you probably know most drivers will see your ad for only 3 to 5 seconds. But the billboard is there for a while. With newspapers, you're best to advertise special events and open houses, as you can place your ad within a few days of its publication (but you must also consider that it will only be seen once amongst the multitude of black & white pages, then recycled next-day). Magazines have an advantage here, as most consumers will keep a magazine for months, if not years, and some even collect their favourite titles (look around your home, or at the Doctor's office - see the date of publication?). Advertising is an investment in your business - that's why it's an accounting write-off.

4)  Quality - Would you photocopy your business card if they ran out?
With today's technological advancements, I still don't understand why so many ads are illegible, in black & white, with rough jagged logos. Is this the message you're putting across to your prospective clients about the quality of your business and service? Most publications will include artwork in the price of the advertisement (And if they don't, they should). Take the time to ask for proofs and check your ad carefully before giving it a go. (You'd be surprised how many ads go to press with an incorrect phone number!) It's a good practice to have someone else have a look at it as well. Incorporate colour, attractive photography, clean text – and don't fear adding humour into your ads! Works quite well (and we all need more of it).

5)  The Message - Easy Does It.
Offer a simple, clean message. Your ad doesn't need to display your hours of operation, which credit cards you accept, and it sure doesn't need to list every single product or service you offer. Remember: You want to capture the reader with a simple glance. Peek their interest. As long as you have an identifiable message, clean logo and contact information, they will call you for more details (which is a reassuring way that your ad is effective). In magazine advertising, for example, 'white space' is very welcomed and creates a serene, attractive ad that gets the message across about who you are and what your business is all about.

6) Value, value, value.
Why should a consumer try your product? What makes yours different than the rest? Consumers need to be invited to try you out, and there are many ways to offer this without cheapening the brand or risking long-term negative effects. It may be tempting to say "cheap!" to drive short-term sales, but the sacrifice to the long-term health of the brand isn't worth it. Consumers search-out value, so you should analyze your business, evaluate what makes it different than the rest, and offer that specialty to your prospective consumer.

7)  Return on Investment (ROI)
The cheapest advertising medium isn't always the most successful (and neither is the most expensive). Here is a 'cost per impact' comparison between TV, on-line and magazine advertising: (the lower the cost, the better):

Expressed in $            TV      On-Line        Magazines
Brand Awareness -     .98        1.97              1.08 
Brand Familiarity -     2.61       2.58             1.40
Purchase Intent -       1.77       2.61             1.23
Study by Marketing Evolution, October 2008.

The study used TV as an index of 100 because it gets the largest portion of ad dollars. In all three stages, TV dominated the first measure--total number reached--for reasons of scale. However, magazines proved more cost-effective in brand familiarity and purchase intent.

Consider your budget and the best way to reach your target consumer. Don't go broke, but use what you have budgeted to make it effective. How many people in your target reach are actually going to take interest in your ad? Or are you advertising to reach everyone, no matter their age, interest, city, or economic situation? There's a reason why advertising is used, why it's so effective. Learn the trade to the extent of educating yourself on how it can work for your business as well.

8)  Use your clients: Invest in Loyalty
Losing loyal customers can be very costly. According to the Ogilvy Loyalty Index, loyal customers can spend up to 20 times more per visit than the average customer. Take this into consideration when designing your marketing campaign. ASK your loyal customer what they'd like to see offered, entice them with specials, offer them bonuses or 'points', even consider featuring them in your ads (testimonials). Applying this 'human touch' to advertising is an effective method in keeping your current clients happy... as well as attract new ones.

9)  Think Ahead
Don't cut tour advertising budget now, just because consumers aren't buying now. As studies have shown, companies that increase marketing spend in recessions recover three times faster in 'normal' times. Advertising is your opportunity to get prospective clients thinking about where to buy and where to buy it when they're ready. It will pay off later as your company and products will be the first on their mind in today's competitive world.

After you have learned these 9 tips, and only then, you can decide how to get your message across in the smartest, most cost-effective way, while making it happen without cutting corners.