If you already know where you want to advertise, explore what might be available to you through the organization selling the advertising. They may have resources to do your creative work that can be included with the purchase of your ads. What resources does your organization possess to contribute to this process? You may want to “inventory” those resources before you look outside the organization for the creation of the resources you need to promote your business. The list may begin with these skill areas:
• Graphic design
• Copy writing
• Web design
• Photo manipulation
You may have the luxury to then take on the tasks that match your in-house skills and have other work done by an agency or other resource to fill the voids. The newspaper you are working with may have graphic artists that are on staff to assist you with your advertisement. Television and radio stations may offer support to assist with the production of your commercial.
If there is a cost associated with the creation of the ad, ask if there are arrangements where the cost, or a portion of that cost, can be credited to the broadcast time or space you are buying. Using the advertiser’s services may involve additional time, so plan ahead and ask about required lead times. Besides that, you also should consider to investigate innovative options to compensate for creating and buying advertising. For example, based on the products or services you offer, bartering may be a solution to keep costs down and leverage the expertise of others.