Before spending good money to test advertising initiatives or strategies, it is crucial you do good research. The research process doesn't always have to be incredibly expensive or lengthy, but it should be the foundation for any business decision. A great product or service isn't going to be of much value if you don't have advertising skills or an idea of what is working in the current environment. It is always best to bounce your ideas off a marketing professional before testing advertising ideas. If you're on a tight budget, you can also analyze and research what is working for the competition or outsource the research for a few hundred dollars to a third party that can provide an outside point of view.
