How to assess a new advertising opportunity

05/23/2013 | Bloomberg Businessweek

Before investing in a particular advertising strategy, it's important to evaluate your objectives and identify your target audience, according to Yodle CEO Court Cunningham. No matter what techniques you ultimately decide to use, you should avoid devoting your entire budget to a single campaign, said J.T. Hroncich of Capitol Media Solutions. "Put your toe in the water and try out a few and see which offer the best results," Hroncich recommends.

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