The golden age of advertising is over. There was a time when a quality product/service and a healthy ad budget all but assured your success. Not anymore.

Today, for a number of reasons, advertising is generally less efficient than ever before. However, this doesn’t mean that advertising can no longer be an effective way to grow your business.

While mass media advertising is not right for every business, it can still be quite profitable for many. But if you don’t know what you’re doing, it could be a fast way to pour money down a bottomless well. You must take the time to truly learn how advertising works (and how it doesn’t before investing in any advertising).

On Step-7 of Your Marketing Map™, evaluate your current advertising. Revise and strengthen all advertising copy. Determine which advertising mediums are best for your company, and how your advertising must be scheduled for maximum impact.

Event marketing is a form of advertising that can be highly cost-effective. Define the role event marketing in your company, and determine what kinds of events will be most profitable for your company.

Develop a written advertising plan and advertising calendar that details the implementation of all advertising and event marketing. Click “PLAY” (above) to hear Step-7 of the Marketing Map™ explained.