Poor Planning at www.japanese-home-gardens.com

Many advertising campaigns fail from poor planning. Too often, a decision to advertise is made at the last minute, which invariably results in poor execution. Money is spent in a hit-or-miss fashion on various media with the hope that something will happen. As a result, few people really appreciate how effective a good advertising campaign can be in producing high income, month after month, year after year. Timing your efforts is just as important as budgeting for them. Again, too often not enough time is left for proper planning. As a rough rule of thumb estimate how long you think it will take to create a campaign for some seasonal promotion, then double that time. Anyone who has worked in a studio for even a short time knows that a lot of business is seasonal. It makes sense to rime your efforts to take advantage of this seasonaliry and to plan for it far in advance.

Many advertising campaigns fail from poor planning. Too often, a decision to advertise is made at the last minute, which invariably results in poor execution. Money is spent in a hit-or-miss fashion on various media with the hope that something will happen. As a result, few people really appreciate how effective a good advertising campaign can be in producing high income, month after month, year after year.

The real task of the planning board therefore should be—and is, in those communities where planning is taken seriously—to serve as a research arm to the executive. "Pure" planning, planning according to theory, is a practical impossibility, for every executive decision is weighted by many factors of politics, expediency, finance, and local pressure. A conscientious executive and legislative body, nevertheless, can be assisted greatly in making decisions, if presented with the full implications, city-wide, of the alternatives.