Progress – Chapter 10

You should now:

• accept that advertising will always be beneficial,
• recognise that advertising can be complicated and expensive and may not be appropriate or justifiable,
• recognise that inserting ‘response codes’ into advertisements will allow you to identify the most effective adverts,
• realise that specialist advice regarding publications, day and date of publication, the wording and even colours used can increase the effectiveness of an advertisement,
• accept that you need to apply common sense to your advertising strategy in selecting publications and setting an advertising budget,
• realise that it is possible but difficult to get free ‘advertising’, through members, handbills and press coverage,
• recognise the opportunity of putting additional information on handbills and tickets, and
• recognise the opportunity of selling advertising space at your event as a revenue stream.

Product completed

• Advertising schedule – stating what advertising you propose to undertake, where, what format and for what cost.
• Schedule of potential income from advertisers and sponsors.
• A plan showing the activities necessary to attract sponsors or organisations wishing to advertise at your event, attracting revenue.