Advertising costs are linked to audience size. The bigger the circulation or audience, the more people you will pay to reach. If only 10 percent of the media’s audience are likely customers for what you sell, 90 percent of your advertising dollars spent with that publication will be wasted. Save money and get better results by putting your advertising dollars into media that will deliver the highest concentration of people who match your typical customer profile.

Before you place an ad, ask advertising sales representatives to give you a profile of their audience. Calculate what percentage of the media's audience matches the profile of your typical customer. Spend your advertising money with the media that can give you the highest concentration of likely customers at the lowest price. Remember, if 90 percent of the media's audience lives too far from your establishment to shop there, you've wasted 90 percent of the advertising dollars you spent.

More: Big Advertising Strategies on a Small Business Budget

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