ADVERTISING: How much will it cost? How do i work out my budget? Is it worth it? How do I know whether I'm getting value for money?

GROWTH is the key to survival. Growth is dependent upon new customers. If your customer doesn't know you exist — he isn't going to be your customer, so some expenditure on outgoing promotion directed at people you don't yet know of and who don't yet know you is essential and inescapable. O.K., but how much?