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40 ISSUES: 6. Advertising/Marketing
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- Is the company using the forms of advertising most likely to reach its potential client base?
- Does the style of advertising appeal to me or does it appeal to the person to whom I must sell?
- Does the business location promote the business? How can the location be used to enhance the business image?
- Is the advertising budget based on the best return per dollar or on some method that does not respond to results?
- Is the advertising timed to get through the media process and reach the prospects either immediately before they are apt to make buying decisions, or immediately before a salesperson is likely to see them?
- Are the duties and responsibilities in this area clearly defined and assigned?
- Am I marketing (generating a return) or advertising (awareness)?
- Do I have policies and procedures in place that will work for me?
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