Do:
�
Reach: Will you reach enough of your target market for a good return on investment?
�
Attraction: Once the message reaches a target customer, will they pay attention and be attracted to it?
�
Cost: Have you done a cost-benefit analysis to estimate required frequency of exposure? It'll take more than one exposure for customers to "know" you.
Don't
�
The usual way: Choosing the channel that everyone else in your industry uses.
�
The scattershot way: Trying a little of this, then a bit of that, with no strategy to quantify results.
�
The traditional way: Advertising as you always have, even when the results are unknown.
Read the full article to "Find out the best strategy for you."
