___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.