Michael Goodman has been responsible for annual advertising budgets ranging from just a few thousand dollars to tens—even hundreds—of millions of dollars, in consumer, B2B, services, information, entertainment and not-for-profit situations—and a few non-traditional applications as well. He's learned advertising from recognized masters of the craft, and stumbled across some truths on his own.

In this seminar, Michael will share the conclusions he's drawn from all those experiences, focusing on how they apply to small and start-up businesses. He'll discuss the critical success factors in advertising, what works and what doesn't, when to use certain approaches and when to avoid them, and how to maximize the effectiveness and efficiency of any size advertising budget.

Michael will cover the creative considerations, media alternatives, budget issues and questions that come up most frequently from small business clients, especially those whose growth ambitions outstrip their budgets.

This seminar will address the questions that face every small business when it comes to advertising: How do we increase visibility and purchase interest? What are the advertising options for a small business? How do we know it will work? How do we know if we're getting our money's worth?

Be sure to check out the other events in this series:

• Why Most Small Businesses Fail
• Do-It-Yourself Market Research
• Positioning, Naming and Taglines
• How to Set Prices the Smart Way
• Budgeting for the Marketing Mix
• Promotions - Instant Gratification for Small Business Marketers