How to Advertise Now

3. Put your ads in context. Not all media that touch your prospects will be smart advertising choices. The issue of appropriate context is critical when making this evaluation. Choose media that reach your prospects when they're in the right frame of mind to be receptive to your message.

For example, your best prospects may dine out frequently and be exposed to the ads inside the restroom stalls of popular restaurants. But the location of this media may be an inappropriate context for advertising your type of business. It all depends on when and how you want your customers to think of your business.

Pare down your campaign to the media that put your message in the right context, and your response rates will climb.

4. Advertise for maximum memorability. The very best use of limited advertising dollars is to spend your money where your campaign can be a standout. That requires sufficient ad size and frequency.

With the abundance of clutter in all major media, it can be challenging to stand out with small-size, fractional-page ads. Larger ads will give you more bang for your buck because they're more likely to be seen and remembered.

Rather than run small-space ads in many publications or Web sites, reduce your media choices to those in which you can afford to buy larger ads and advertise frequently.

Narrow your broadcast selections to fewer radio stations or TV programs, and advertise to your core audience with frequency, so your message is sure to penetrate. By the time the marketplace rebounds, you'll be in a solid position to expand your campaign once again.