There was a time when a quality product or service and a healthy ad budget all but assured success. Those days are gone forever.  The golden age of advertising is over. For a host of reasons, advertising is far less efficient now than ever before.

This doesn’t mean, however, that advertising is no longer an effective tool. While mass media advertising isn’t right for every business, it’s still quite profitable for many. But if you don’t know what you’re doing, it’s just pouring money down a bottomless well.

On Step-7, you’ll learn how advertising really works - and just as important--how it doesn’t - before investing in any advertising.

You’ll evaluate your current advertising and learn how to strengthen your ad copy.

You’ll determine which advertising mediums are best for your company, and how your advertising must be scheduled for maximum impact.

You'll also define the role of event marketing within your business, and determine the kinds of events that are right for your company.

Finally, you’ll develop a simple written advertising plan and calendar that details the implementation of all your advertising. Click “PLAY” (above) to hear Step-7 of the Marketing Map™ explained.