Prior to placing any advertising, you’ll request ad rates from the media outlets you’ve selected as part of your ad plan.  Don’t take these rates at face value.  Call the ad representative and discuss the rates, frequency (how many issues in which you’ll advertise) and ad sizes. Negotiate the rate and ask for added value.  For instance, if you place an online banner ad, will they thrown in a paid calendar listing?  If you place a print ad, will they include an online ad for a reduced cost? Get the most for your ad dollars!