- What are your advertising goals?
- Who is your target market?
- Where is your target market?
- How do you enter the conversation with your market?
Is the answer multi-millions, and you are spending like crazy to promote new software (e.g. the Windows XP roll-out a few years back, or the Microsoft Bing roll-out of late), or is the answer almost nothing, and you build through word-of-mouth (e.g. Apple's iPad).
You can't know how much you need to spend until you set your goals, build a strategy and a plan.
The next big question, is what is your return on advertising spend? Advertising should be an investment, not a cost.
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