Know Your Objective

Before you begin advertising, there's something you must establish upfront - Your Objective. Sounds a little bit elementary, doesn't it...maybe too simple. But you'd be surprised how many people say, "I know what my advertising objective is...it's to generate business, to make sales, and to make money. What else is there?" Well, there are lots of other things. Specifically, you want to decide if your ad is going to generate leads, generate sales, move somebody to the next step in the buying process, or a combination of these things.