More Ads or Bigger Ads?How to choose your advertising strategy

Should you use your limited advertising budget to create larger,more visible ads that restrict you to advertising less frequently,or smaller, less visible ads that you can then afford to run morefrequently?

The answer? Smaller ads more frequently. The reason is that mostpeople, even those who are likely candidates for you your product,typically don't respond to ads the first time they see them.Prospects may have to notice an ad a number of times and develop alevel of comfort with it (especially if the product or service isnew to them) before they take action. The more often prospects seeyour ad, the more comfortable they will become and the betterchance they will respond to it.

Excerpted fromStart Your Own Business: The Only Start-Up GuideYou'll Ever Need