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Forgot The Ad Budget? Don't Panic!


Bob is excited about his new business. He secured funding. He leased the building. He stocked it full of new gadgets. He hung the sign. He posted a banner on his window that reads,"Grand Opening!". And now he stands behind the counter, waiting for customers to come flocking in. And he stands there. And he stands there. And he stands there.

And then it hits him: No one knows about his shiny new store!

I've seen new and even established businesses make this same mistake over and over again. Advertising is the last thing they think of. They assume that since their doors are open and the merchandise is on display, customers will come running in. But they won't come. Not until they know how great your new business is! And to do that you need to plan and execute an advertising budget and strategy.

Many times I've been called in to consult with a new business to help plan their ad strategy well after their stores have opened when in fact, this is something that should have been done during the initial planning stage.

So is it too late? No, but sometimes it's a major sticker shock to those who did not put a realistic plan together from the start. Remember that advertising, like your store and your merchandise, is an investment towards your profits.

But let's say you're like Bob and your business is already up and running. How do you put together a realistic ad budget? Well most people use a percentage of gross sales as a means of figuring this out. If however, you're a new business owner with no prior sales, you can base it on industry standards. Use the web and search out other related businesses for a guide. Once you've figured what your gross sales should be, think about using 3 to 5 percent as a starting point for your ad budget. Another factor to consider when planning an ad budget is that it should encompass all aspects of your advertising from media placement to creative costs and production of your ads.

And remember: advertising must be done with consistency. Let me write that again. Advertising must be done with consistency. When planning your ad budget, make sure you allot enough funding to allow it to last throughout the year whether your sales will be spread out evenly or are cyclical. If you spread your budget too thin, chances are your ad campaigns may not be heard or seen enough to stay in the minds of consumers. And if your business is brand new, you'll want to plan on spending more at the beginning for your initial start up campaign.

Some businesses make the mistake of advertising strong for about three to four weeks and then they stop. Keep in mind that consumers have very short memories and with 3000 plus advertising messages that pummel their brains everyday, it's no wonder! That's why you have to stay in the public's eye consistently. Oh, and it also helps to have a clever message but we'll talk about that in another article.

Once your ad budget is established, the type of advertising you use will be based on your specific business but normally if your business is consumer based, even in these modern web based times, traditional media such as radio, television, print, billboard and direct mail should still play major roles.

Many times I've helped clients put together an in-house survey for their customers to fill out. This can be helpful in determining what type of advertising they'll need as well. Questions like, "What radio stations do you listen to?" "Do you subscribe to the newspaper?" and "Do you shop on-line?" can be useful in getting to know your customer's habits as well as how to attract more like them.

Consulting an advertising agency is a very good way to get started as well. To find a good agency, try contacting other business owners you know for a referral or perhaps an established business whose advertising style and creative appears to fit your goals.

Remember: planning your advertising budget and strategy is as important as the products your trying to sell. Think about your advertising now and you'll never end up like Bob: standing behind the counter waiting for customers that never come.

Hal Eisenberg is an award winning copywriter, voice over talent and producer, as well as owner of The Eisenberg Agency, a full service advertising agency specializing in creative ads that get results. Visit his web site at http://www.eisenbergagency.com. Mailto: [email protected].


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sun. June / 13 / 2021

Are advertisers coming for your dreams? - Science Magazine
Are advertisers coming for your dreams?  Science Magazine

1 Advertising Stock With Huge Upside Potential - The Motley Fool
1 Advertising Stock With Huge Upside Potential  The Motley Fool

Amazon advertising rates soar in pandemic-fueled surge - theday.com
Amazon advertising rates soar in pandemic-fueled surge  theday.com

Facebook and Its Advertisers Feel Pinch of Apple’s Privacy Drive - The Wall Street Journal
Facebook and Its Advertisers Feel Pinch of Apple’s Privacy Drive  The Wall Street Journal

TikTok Charges Up to $2 Million a Day for Top Advertising Spots - Bloomberg
TikTok Charges Up to $2 Million a Day for Top Advertising Spots  Bloomberg

Advertising Could Be Amazon's Biggest Source of Profits in 2021 - The Motley Fool
Advertising Could Be Amazon's Biggest Source of Profits in 2021  The Motley Fool

UK Advertising Census Reveals Industry Views on Equality - Adweek
UK Advertising Census Reveals Industry Views on Equality  Adweek

Google promises to solve advertising privacy probe with UK watchdog - Texasnewstoday.com
Google promises to solve advertising privacy probe with UK watchdog  Texasnewstoday.com

Are all those A-frame advertising signs on city sidewalks legal? - Toronto Star
Are all those A-frame advertising signs on city sidewalks legal?  Toronto Star

British Broadcasters Adopt NBC Universal’s Unified Advertising Metric CFlight - Adweek
British Broadcasters Adopt NBC Universal’s Unified Advertising Metric CFlight  Adweek

French Open - 'Dangerous!' - Barbora Krejcikova runs into advertising board, narrowly avoids a nasty injury - Eurosport COM
French Open - 'Dangerous!' - Barbora Krejcikova runs into advertising board, narrowly avoids a nasty injury  Eurosport COM

Facebook Advertising Boss Carolyn Everson Leaving the Social-Media Company - The Wall Street Journal
Facebook Advertising Boss Carolyn Everson Leaving the Social-Media Company  The Wall Street Journal

Google's New Advertising Racket - International Policy Digest
Google's New Advertising Racket  International Policy Digest

Town Of North Hempstead Combats Illegal Advertising Signs In Public Places And Increases Fines For Violators - Patch.com
Town Of North Hempstead Combats Illegal Advertising Signs In Public Places And Increases Fines For Violators  Patch.com

France antitrust watchdog fines Google $268M for abusing online advertising dominance - OregonLive
France antitrust watchdog fines Google $268M for abusing online advertising dominance  OregonLive

Veteran Advertising Executive Mike Densmore Joins UTA Marketing as Head of Growth and Innovation - Hollywood Reporter
Veteran Advertising Executive Mike Densmore Joins UTA Marketing as Head of Growth and Innovation  Hollywood Reporter

Instacart Offers $1M in Advertising Credits to Black-Owned Brands - Adweek
Instacart Offers $1M in Advertising Credits to Black-Owned Brands  Adweek

Where Google’s advertising chief searches for insight - Livemint
Where Google’s advertising chief searches for insight  Livemint

How much do advertising logos on courts, the ice and fields distract you? - Norfolk Daily News
How much do advertising logos on courts, the ice and fields distract you?  Norfolk Daily News

Facebook Advertising Head Carolyn Everson Quits - Variety
Facebook Advertising Head Carolyn Everson Quits  Variety

How Brands Are Advertising Around Uefa Euro 2020 Soccer Tournament - Adweek
How Brands Are Advertising Around Uefa Euro 2020 Soccer Tournament  Adweek

Global Social Networking Advertising Market 2021 Business Development Strategy, Key Stakeholders and Regional Demand Analysis to 2026 - Big News Network
Global Social Networking Advertising Market 2021 Business Development Strategy, Key Stakeholders and Regional Demand Analysis to 2026  Big News Network

COMMENTARY: In today's bizarro automotive world, dealers advertising to acquire cars - Auto Remarketing
COMMENTARY: In today's bizarro automotive world, dealers advertising to acquire cars  Auto Remarketing

Should Facebook Be Held Liable if Its Advertising Algorithm Discriminates? – Mother Jones - Mother Jones
Should Facebook Be Held Liable if Its Advertising Algorithm Discriminates? – Mother Jones  Mother Jones

From automation to gamification, why mobile advertising is here for a dynamic future - The Financial Express
From automation to gamification, why mobile advertising is here for a dynamic future  The Financial Express

Advertising Industry Analysis, Market Quality & Quantity Analysis | Google, Facebook, Baidu, – The Manomet Current - The Manomet Current
Advertising Industry Analysis, Market Quality & Quantity Analysis | Google, Facebook, Baidu, – The Manomet Current  The Manomet Current

YouTube faces more brand-safety backlash from advertisers - Business Insider
YouTube faces more brand-safety backlash from advertisers  Business Insider

Convicted for 'advertising' abortion, German doctors are fighting to share the facts - CNN
Convicted for 'advertising' abortion, German doctors are fighting to share the facts  CNN

Dynasty! McIntire Team Wins National Student Advertising Competition – Again - UVA Today
Dynasty! McIntire Team Wins National Student Advertising Competition – Again  UVA Today

Tech companies turn to offline advertising - Sydney Morning Herald
Tech companies turn to offline advertising  Sydney Morning Herald

Why AI Powered Creative Is The Most Important Change In Advertising Development History - Forbes
Why AI Powered Creative Is The Most Important Change In Advertising Development History  Forbes

Blockgraph Appoints Media and Advertising Veteran Scott Collins as EVP of Client Partnerships and Sales Strategy - GlobeNewswire
Blockgraph Appoints Media and Advertising Veteran Scott Collins as EVP of Client Partnerships and Sales Strategy  GlobeNewswire

Advertising CEO George Sargent on the importance of storytelling, community and inclusion - Boston Business Journal - Boston Business Journal
Advertising CEO George Sargent on the importance of storytelling, community and inclusion - Boston Business Journal  Boston Business Journal

Why Now Is the Right Time to Advertise With Video (If You Aren’t Already) - Search Engine Journal
Why Now Is the Right Time to Advertise With Video (If You Aren’t Already)  Search Engine Journal

Is This Growth Stock the Future of TV Advertising? - Motley Fool
Is This Growth Stock the Future of TV Advertising?  Motley Fool

S4 Capital Increases Revenue Forecast for 2021 as Advertising Demand Grows - Adweek
S4 Capital Increases Revenue Forecast for 2021 as Advertising Demand Grows  Adweek

Google follows Apple's lead and makes it harder for advertisers to track users on Android - CNBC
Google follows Apple's lead and makes it harder for advertisers to track users on Android  CNBC

Social Media Advertising for Service Brands, Part 2: Going Local - Franchising.com
Social Media Advertising for Service Brands, Part 2: Going Local  Franchising.com

How all those political ads affect commercial advertising - Chicago Booth Review
How all those political ads affect commercial advertising  Chicago Booth Review

Advertising Management Platform Market 2021 Top Key Players, Growth and Analysis, Industry Trends, Size, Share with Covid-19 Impact till 2026 – The Manomet Current - The Manomet Current
Advertising Management Platform Market 2021 Top Key Players, Growth and Analysis, Industry Trends, Size, Share with Covid-19 Impact till 2026 – The Manomet Current  The Manomet Current

Lawyer advertising restriction clears Legislature | Legislature | theadvocate.com - The Advocate
Lawyer advertising restriction clears Legislature | Legislature | theadvocate.com  The Advocate

Augmented Reality Advertising Research Shows Consumers Want To See More AR Ads - MarTech Series
Augmented Reality Advertising Research Shows Consumers Want To See More AR Ads  MarTech Series

French Open: 'Seriously nasty!' - Awful trip from Lorenzo Musetti on advertising board against Novak Djokovic - Eurosport.com
French Open: 'Seriously nasty!' - Awful trip from Lorenzo Musetti on advertising board against Novak Djokovic  Eurosport.com

1 Reason Why Facebook and Alphabet Should Watch out for Amazon - The Motley Fool
1 Reason Why Facebook and Alphabet Should Watch out for Amazon  The Motley Fool

Advertising executive Bob Bloom dies at 87 - The Dallas Morning News
Advertising executive Bob Bloom dies at 87  The Dallas Morning News

Traditional Advertising Agency Services Market Global Outlook and Growth Opportunities 2021-2026 – The Manomet Current - The Manomet Current
Traditional Advertising Agency Services Market Global Outlook and Growth Opportunities 2021-2026 – The Manomet Current  The Manomet Current

[Webinar] Advertising Litigation Quarterly Highlights - July 14th, 12:30 pm - 1:30 pm ET - JD Supra
[Webinar] Advertising Litigation Quarterly Highlights - July 14th, 12:30 pm - 1:30 pm ET  JD Supra

The Most Trusted Source of Advertising Spend Data, Standard Media Index Extends Analytics Capabilities with Groundbreaking Pricing Intelligence Suite of Products - Business Wire
The Most Trusted Source of Advertising Spend Data, Standard Media Index Extends Analytics Capabilities with Groundbreaking Pricing Intelligence Suite of Products  Business Wire

Audio Advertising Software Industry Analysis, Market Future Scope including key players AdsWizz, Centro, AI Music – The Manomet Current - The Manomet Current
Audio Advertising Software Industry Analysis, Market Future Scope including key players AdsWizz, Centro, AI Music – The Manomet Current  The Manomet Current

The Pitch: Advertising and marketing news for 5.25.21 - RichmondBizSense
The Pitch: Advertising and marketing news for 5.25.21  RichmondBizSense

What is your Google advertising ID and why is Google allowing users to hide it? - Android Central
What is your Google advertising ID and why is Google allowing users to hide it?  Android Central

5 held for advertising black fungus medicine - DTNext
5 held for advertising black fungus medicine  DTNext

Ogilvy's Carla Hendra: Power and Privilege in Advertising - Harvard Business Review
Ogilvy's Carla Hendra: Power and Privilege in Advertising  Harvard Business Review

Howard 'Tom' Thompson, 89, Led Darien Senior Men's Association, Active Volunteer, Advertising Executive - darienite.com
Howard 'Tom' Thompson, 89, Led Darien Senior Men's Association, Active Volunteer, Advertising Executive  darienite.com

How Google's $150 billion advertising business works - CNBC
How Google's $150 billion advertising business works  CNBC

Apple’s Moves to Tighten Flow of User Data Leave Advertisers Anxious - The Wall Street Journal
Apple’s Moves to Tighten Flow of User Data Leave Advertisers Anxious  The Wall Street Journal

George Ochenski: It’s time to quit advertising Montana - Montana Standard
George Ochenski: It’s time to quit advertising Montana  Montana Standard

5 Reasons to Put Your Money Into PR vs. Advertising - Business 2 Community
5 Reasons to Put Your Money Into PR vs. Advertising  Business 2 Community

Google Advertising Policy Opens Doors To Wider Bitcoin Community - Forbes
Google Advertising Policy Opens Doors To Wider Bitcoin Community  Forbes

Erp Software For Advertising Agencies Market to Eyewitness Huge Growth by 2027 with Covid-19 Impact | Deskera, SoftDoit, Orcale, Fitnet Manager – The Manomet Current - The Manomet Current
Erp Software For Advertising Agencies Market to Eyewitness Huge Growth by 2027 with Covid-19 Impact | Deskera, SoftDoit, Orcale, Fitnet Manager – The Manomet Current  The Manomet Current

See the pitch decks that fast-growing advertising and media startups used to raise millions from top VCs - Business Insider
See the pitch decks that fast-growing advertising and media startups used to raise millions from top VCs  Business Insider

Watch for a Coming Sea Change in Online Advertising - Bloomberg Law
Watch for a Coming Sea Change in Online Advertising  Bloomberg Law

Google Clarifies Its Stance On Post-Cookie Advertising IDs – And It's Not Good For Ad Tech - AdExchanger
Google Clarifies Its Stance On Post-Cookie Advertising IDs – And It's Not Good For Ad Tech  AdExchanger

Mozilla Is Resuming Facebook Advertising For The First Time In Years To Educate Users About Data-Driven Targeting - Forbes
Mozilla Is Resuming Facebook Advertising For The First Time In Years To Educate Users About Data-Driven Targeting  Forbes

US advertising employment stayed flat in May 2021 - AdAge.com
US advertising employment stayed flat in May 2021  AdAge.com

Cross Platform and Mobile Advertising Market Disclosing Latest Advancement 2021 to 2027 Covid-19 Analysis – The Manomet Current - The Manomet Current
Cross Platform and Mobile Advertising Market Disclosing Latest Advancement 2021 to 2027 Covid-19 Analysis – The Manomet Current  The Manomet Current

Does Radio Advertising Still work? - TechBullion
Does Radio Advertising Still work?  TechBullion

TikTok is reportedly upping its prices for advertising - Music Ally
TikTok is reportedly upping its prices for advertising  Music Ally

What Is The Future Of Facebook Advertising? Facebook is facing a perfect storm of issues that - Forbes
What Is The Future Of Facebook Advertising? Facebook is facing a perfect storm of issues that  Forbes

The digital world is built on advertising. How do we help kids navigate it? - CNN
The digital world is built on advertising. How do we help kids navigate it?  CNN

Tobii Pro Launches New Mobile Eye Tracking Solution For Marketing And Advertising Research - AiThority
Tobii Pro Launches New Mobile Eye Tracking Solution For Marketing And Advertising Research  AiThority

Azerion and Anzu Partner to Make Blended In-Game Advertising Programmatically - MarTech Series
Azerion and Anzu Partner to Make Blended In-Game Advertising Programmatically  MarTech Series

Entravision Communication (EVC) Announces Acquisition of Leading Digital Marketing & Advertising Company MediaDonuts - StreetInsider.com
Entravision Communication (EVC) Announces Acquisition of Leading Digital Marketing & Advertising Company MediaDonuts  StreetInsider.com

Bitcoin 'time to buy' ad banned in the UK for being irresponsible - CNBC
Bitcoin 'time to buy' ad banned in the UK for being irresponsible  CNBC

National Advertising Division Finds Certain Claims for Crest Whitening Emulsions Supported; Recommends Discontinuation or Modification of Others - PRNewswire
National Advertising Division Finds Certain Claims for Crest Whitening Emulsions Supported; Recommends Discontinuation or Modification of Others  PRNewswire

Direct-to-Consumer Pharmaceutical Advertising Market Trends, Review, and Forecast by 2031 || HARVARD POLITICAL REVIEW and MDedge – The Manomet Current - The Manomet Current
Direct-to-Consumer Pharmaceutical Advertising Market Trends, Review, and Forecast by 2031 || HARVARD POLITICAL REVIEW and MDedge – The Manomet Current  The Manomet Current

ABANDONED MOTOR VEHICLE ADVERTISEMENT NOTICE (TOWING OR STORAGE COMPANY) - Gwinnettdailypost.com
ABANDONED MOTOR VEHICLE ADVERTISEMENT NOTICE (TOWING OR STORAGE COMPANY)  Gwinnettdailypost.com

ABANDONED MOTOR VEHICLE PETITION ADVERTISEMENT | Public Hearing | Notices | gwinnettdailypost.com - Gwinnettdailypost.com
ABANDONED MOTOR VEHICLE PETITION ADVERTISEMENT | Public Hearing | Notices | gwinnettdailypost.com  Gwinnettdailypost.com

Brands Must Reflect on the Moment as They Navigate Post-Pandemic Advertising - Adweek
Brands Must Reflect on the Moment as They Navigate Post-Pandemic Advertising  Adweek

Zimmerman Advertising Hired by Office Depot as a Partner for Strategy and Creative - PRNewswire
Zimmerman Advertising Hired by Office Depot as a Partner for Strategy and Creative  PRNewswire

OOH advertising returns in China, bearing new opportunities - eMarketer
OOH advertising returns in China, bearing new opportunities  eMarketer

Inside Google’s Vision for Privacy-Safe Advertising - Adweek
Inside Google’s Vision for Privacy-Safe Advertising  Adweek

Amazon's ad revenue is now twice as big as Snap, Twitter, Roku and Pinterest combined - CNBC
Amazon's ad revenue is now twice as big as Snap, Twitter, Roku and Pinterest combined  CNBC

ADVERTISING: Advertorial — Teen vaping: What parents need to know - Coeur d'Alene Press
ADVERTISING: Advertorial — Teen vaping: What parents need to know  Coeur d'Alene Press

The End of Ugly Advertising in Prague - Prague Morning
The End of Ugly Advertising in Prague  Prague Morning

Revenge Living Drives Optimistic Advertising Outlook - MediaVillage
Revenge Living Drives Optimistic Advertising Outlook  MediaVillage

Apple’s App Tracking Transparency Has Advertisers Scrambling, With Concern More Is to Come - Adweek
Apple’s App Tracking Transparency Has Advertisers Scrambling, With Concern More Is to Come  Adweek

HBO Max with Ads promises that on this $10 tier, less advertising is more - CNET
HBO Max with Ads promises that on this $10 tier, less advertising is more  CNET

Jumbo the winner in dispute with KNVB over Euro 2020 advertising - DutchNews.nl - DutchNews.nl
Jumbo the winner in dispute with KNVB over Euro 2020 advertising - DutchNews.nl  DutchNews.nl

Magnite and tvScientific Launch Performance CTV Program to - GlobeNewswire
Magnite and tvScientific Launch Performance CTV Program to  GlobeNewswire

Conservative group launches ad campaign against 'woke capitalism,' targeting CEOs by name - CNBC
Conservative group launches ad campaign against 'woke capitalism,' targeting CEOs by name  CNBC

How Google is trying to keep advertisers happy while also improving user privacy - CNBC
How Google is trying to keep advertisers happy while also improving user privacy  CNBC

Facebook Import is now available in Microsoft Advertising - Search Engine Land
Facebook Import is now available in Microsoft Advertising  Search Engine Land

Snap Stock Has Soared. Why It’s Still a Strong Play on Advertising. - Barron's
Snap Stock Has Soared. Why It’s Still a Strong Play on Advertising.  Barron's

China fines 15 educational firms for false advertising and fraud - Nasdaq
China fines 15 educational firms for false advertising and fraud  Nasdaq

Great Storytelling is the Secret to Making Your Advertising Stand Out from the Crowd - Entrepreneur
Great Storytelling is the Secret to Making Your Advertising Stand Out from the Crowd  Entrepreneur

Advertisers, TV Networks Go to Battle Over Streaming Ad Rates - Variety
Advertisers, TV Networks Go to Battle Over Streaming Ad Rates  Variety

The Future of Digital Audio Advertising is a Dialogue - MarTech Series
The Future of Digital Audio Advertising is a Dialogue  MarTech Series

Mothers exiting jobs in the pandemic transformed advertising - AdAge.com
Mothers exiting jobs in the pandemic transformed advertising  AdAge.com

What the AT&T, Discovery deal means for advertisers - AdAge.com
What the AT&T, Discovery deal means for advertisers  AdAge.com

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