It is helpful if your company has a strategy regarding advertising for the year, which relates to your company’s broader brand framework.
Regardless of whether you’re that organised, booking an ad last minute and giving your designer half a day to ‘come up with something’ is a waste of resources. Even worse if it’s not your designer but someone else’s! My apologies if you’ve ever been forced to do this, but let me explain…
It goes back to the necessity of writing a brief and treating each ad as an investment which must bring back some ‘bikkies’ in return. If an ad doesn’t do it’s job then it can be a glorious waste of money.
Last minute advertising opportunities are always out there. Perhaps you have an ad you can rerun, which can fit the space, and you know gets you results. Great! But be wary of making a booking and handing your logo over to a publication which can ‘rustle’ something up. This can weaken your brand and render the ad ineffective.
When it comes to advertising… Have a plan. Have an advertisment or better, an ad campaign ready to take advantage of advertising deals when they come up.