by Janet Attard
Don't rely on blind faith to make your ads pay off. Get as much information as you can to help you place the ads wisely and to make them stand out from ads placed by your competitors.
One of your best resources to gather the information you need to make informative decisions is the advertising sales reps you work with. Ask them to send you a media kit, and carefully read over the demographic information that comes with it. This will tell you who the media's target market is, what their income is, what occupations or interests they share, and other valuable information. But don't stop there. Ask the sales rep to tell you what you need to do to make your ad stand out from those of your competitors. Do you need a bigger size ad than you are running now? His or her answers will not only help you plan your own advertising, but may give you some clue about what your competition has planned.
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