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when reading a print ad for your small business the first thing you need to decide is what your campaign objectives are what do you want to communicate and to what audience so are you trying to get direct sales or are you building your brand and this is true for both business to consumer advertising as well as business the business where you place an ad in say a trade magazine the next thing you need to decide is which format would best suit your ad and what have you got the budget for whether they a half page with a full page or even an insert although the one thing to keep in mind is that although inserts give you more room to play with theyre often thrown out the publication before theyve been ready so then consider where your print ad is being advertised both geographically and what publication is going to be put into think about the mood of the audience when theyre going to read your ad are they they bought the magazine as a result reading in a home or ever picked up a free ne