There are four rules which serve as a sound guide when planning advertising. These should be checked before any form of advertising is booked or prepared.

The rules are:

• Aim – what is the primary purpose of the advertisement? Is it to inform, sell, improve the image of the business or build the brand?
• Target – who is the target customer? Which market segmets are you trying to reach (i.e. investors, pensioners, career mothers or teenagers)?
• Media – bearing the aim and target segment in mind, which of the communication media will be the most suitable: brochure, press, television, radio or internet?
• Competitors – consider the competition. How are they advertising? Are they successful? Can your business better their approach?