Page 10 - Duct Tape Marketing

xvi Small Business Marketing For Dummies, 2nd Edition

Where to Turn for Help ..............................................................................116
Tapping in-house talent ....................................................................116
Using free or almost-free resources ................................................117
Hiring marketing professionals .......................................................118

Choosing and Working with an Advertising Agency ...............................120
Defining your selection criteria .......................................................120
Creating your agency short list .......................................................121
Requesting proposals .......................................................................122
Agency presentations and interviews ............................................123
Putting the client-agency agreement in writing .............................124
Understanding how agency fees are calculated ............................126
Working with your agency ................................................................127

Hiring Help for Web Site Design ................................................................128
Creating a request for proposal .......................................................128
Seeking responses from design companies ...................................129
Evaluating proposals .........................................................................130
Signing a contract ..............................................................................130
Handing off the content ....................................................................131

Part III: Creating and Placing Ads .............................133

Chapter 10: Mastering Advertising Basics and Media Planning . . . .135

Moving the Market through Advertising ..................................................135
Image versus product advertising ...................................................136
Image-plus-product advertising — the have-it-all approach .......136
Talking to the right people ...............................................................137

Creating Ads That Work .............................................................................137
Bringing in the pros ..........................................................................138
Starting the creative process ...........................................................138
Landing on the big idea ....................................................................139
Brainstorming ....................................................................................140
Golden rules .......................................................................................140

Capturing Prospects with a Media Plan ...................................................141
The media menu ................................................................................142
Mass media pros and cons ...............................................................142

The Making of a Media Schedule ...............................................................149
Balancing reach and frequency .......................................................150
Timing your placements ...................................................................151

Evaluating Your Advertising Efforts .........................................................152
Generating ad responses ..................................................................153
Keying responses ..............................................................................153

Chapter 11: Creating Print Ads . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .155

Writing and Designing Your Ads ................................................................155
Packing power into headlines ..........................................................156
Writing convincing copy ...................................................................158