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You want consistent, professional advertising across franchise locations. Inconsistency confuses customers and erodes the brand awareness you're trying so hard to establish. One of the most important services you can offer your franchisees is an established advertising program.
Eventually, when you have enough sites to justify it you'll have a national advertising program that is funded by franchisee contributions. When you're just starting out with your franchisees, though, you'll most likely just require them to spend a minimum dollar amount on advertising at the local level. When they do this, they'll be using promotional materials that you provide. At a minimum, you'll need to have ad slicks, radio spots, commercials and brochures available – if not the actual media, then specific guidelines for each.
Do not allow franchisees to create and use their own advertising materials without your written approval.