Your next step is to select the advertising vehicles you will use to carry your message, and establish an advertising schedule. In most cases, knowing who your audience is will guide you towards the type of media that will deliver your sales message most effectively. Use as many of the tools as are appropriate and affordable.

Remember you can stretch your media budget by taking advantage of co-op advertising programs offered by manufacturers to encourage you to advertise their products. Although programs vary, generally the manufacturer will pay for a portion of media space and time costs, or mailer production charges, up to a fixed amount per year. The total amount contributed is usually based on the quantity of merchandise you purchase.

Casablanca Fan Company, for example, funds as much as one-half the media cost per ad or radio spot, up to a total of 5% of a dealer's annual fan purchases. The company also supplies ad slicks (ready-to-go ads featuring its products, with a blank space for the dealer's name and address) and radio scripts.

When developing your advertising schedule, be sure to take advantage of any special editorial or promotional coverage planned in the media you select. Newspapers, for example, often run special sections featuring real estate, investing, home and garden improvement and tax advice. Magazines also often focus on specific themes in each issue.

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Excerpted with permission from Small Business Success Magazine,  produced by Pacific Bell Directory in partnership with the U.S. Small Business Administration.