A Business Plan for Advertising and Promotion

Create a media plan for your advertising that lets you schedule your budget in a way that maximizes your exposure. Review the media kits of different radio, TV, newspapers, website and magazine outlets to determine which reach your target audience at the lowest cost per reader. A media kit is a description of a media outlet’s audience and rates. Divide the cost of each ad by the number of readers, listeners or viewers to calculate your cost to reach 1,000 target customers; this will help you compare different media choices head-to-head. Use options that let you get your message to the same customers at least three times, rather than trying to hit many different people once. This helps reinforce your message among people who receive it. Choose media outlets that align with your image, or brand.