Small businesses are generally localized and they need to start small. So initial advertisements are usually placed in local newspapers. These first steps to reach target audience are very crucial.
Its best to go for multiple small ads instead of one big ad. So chalk out a series of advertisements based on a campaign. Have a timeline for these ads. The common campaign will link them up all together. This increases the visibility. Don’t repeat same ads. People notice change and a link to previous ad will make everyone look forward to the next upcoming ad and eventually the product itself!
Also, do not allow newspapers to tamper with design and concept. Always ask for final proof and check for serious errors. One has to be completely confident and meticulous in planning and execution in initial stages. Here slip-ups and careless mistakes will advertise more about the casual approach to new business than the product itself. One can’t simply afford to begin with negative publicity!
source: Smallbizsurvival
