Page 11 - Duct Tape Marketing

xviiTable of Contents

Making design decisions ..................................................................159
Translating ad production terminology .........................................161
Making sense of print media rate cards .........................................162
Placing Newspaper Ads ..............................................................................163
Scheduling your placements ............................................................163
Small-budget ad-sizing tips ..............................................................164
Requesting your ad placement ........................................................165
Taking advantage of the classified section ....................................166
Placing Magazine Ads .................................................................................166
Selecting magazines ..........................................................................167
Scheduling placements .....................................................................167
Using Billboards and Out-of-Home Advertising ......................................168
Yellow Pages and Directory Ads ...............................................................169
Creating and placing directory ads .................................................170
Using the online Yellow Pages .........................................................171

Chapter 12: Broadcasting Ads on Radio and TV . . . . . . . . . . . . . . . . .173

Buying Airtime .............................................................................................173
Station and ad buying terminology .................................................174
Achieving broadcast reach, frequency, and rating points ...........176
Bartering for airtime .........................................................................177

Broadcast Ad Guidelines ............................................................................178
Establishing your own broadcast identity .....................................178
Writing your ad ..................................................................................179
Turning your script over to the producers ....................................180

Producing Radio Ads ..................................................................................182
Writing to be heard ...........................................................................182
Radio do’s and don’ts .......................................................................183

Producing TV Ads .......................................................................................184
Overseeing creation of your TV ad .................................................184
Television ad guidelines ...................................................................185

Infomercials .................................................................................................186

Part IV: Getting the Word Out without Advertising .....189

Chapter 13: Mailing Direct to Your Market . . . . . . . . . . . . . . . . . . . . .191

One-to-One Marketing .................................................................................191
Direct Sales: The Do-It-Yourself Distribution Channel ............................193
Marketing with Direct Mailers ...................................................................194

Direct mail success factors ..............................................................195
Building your direct mail list ...........................................................195
Deciding on your offer ......................................................................200
Creating your mailer .........................................................................201
Writing direct mail letters ................................................................202
Sending your mailers ........................................................................203