___You understand that paid advertising represents the purchase of "air time" on a radio or television channel, or page space in a newspaper or magazine. ___You understand that advertising time is offered in standard blocks on all commercial television and radio stations, and that most radio and television stations offer production services. ___You understand that most newspapers and magazines measure ads in inches, and that print ad sizes are referred to in terms of the page layout. ___You are familiar with some of the less traditional media used for advertising. ___You understand the ways in which you can get free or cheap advertising. ___You understand the reasons for using paid advertising ___You have considered what you want to accomplish with your ad. ___You have considered whether you can afford to do enough advertising to accomplish what you want. ___You have considered whether you can use your advertising to react and respond to attacks. ___You have considered whether you can use your ad to respond to current events. ___You have considered whether you can use advertising to present dull, boring facts in a more interesting way. ___You have considered whether you can use your advertising to publicly thank your supporters. ___You have decided whether to work with an agency. ___You have decided on your target audience. ___You have decided what medium you should use. ___You have come up with a budget. ___You have produced your ad (or had it produced by someone else). ___You have met the deadlines to get your ad placed when you want it to. ___You have followed up by tracking your ad's appearance and trying to gauge how effective it's been. Contributor Chris Hampton
