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344 Small Business Marketing For Dummies, 2nd Edition
communications (continued) writing, 158–159
professionally produced, 118–119 copy guidelines, 101–102
purpose, approach, and personality of, copyright notice, 101
defining, 98 copywriter, 119, 138
style guidelines for, 99–102 cost. See also budget
community relations, 232 of hiring professional help, 114–115
compensation for advertising agency, 125 of impression points, 85
competition of new customer, 305–306
cost concern, responding to, 285
budget and, 70 cost per thousand, 162
defining in marketing plan, 332 coupon, 228
direct, defining, 54–55 creative approach
free enterprise system and, 50 to advertising, 138–139
keeping tabs on, 251 communication objective and, 103–104
market share, 50, 56–58 errors, wasteful, 104–105
overview of, 49 instructions for marketing, shot-in-the-
preference for, responding to, 285
price and nonprice, 53 dark, 104
share of customer, 51 overview of, 13–14
share of opportunity, 51 creative brief
taking on, 55–56 benefits versus features, 109–110
types of, 52–53 have-to-haves, naming, 110
competitive parity budget, 69 outcome, desired, 107–108
complaint overview of, 105–106
encouraging comments, 298 perception, 107
responding to, 297, 299–300 role of, 136
unspoken, 298 specifications, 111
concentrated ad campaign, 151 success, measurement of, 110
confirming prospect interest, 206 target market, 106
consistency and brand, 91 creative strategy
consumer profile, 198 for advertising, 136
contact site, 252 marketing plan and, 333
content for Web site using, 99
creating, 257 writing, 98–99
handing off, 131–132 crisis communications, 246
contest, using to collect customer cross-promotion, 228–229
customer focus and product line
information, 20
continuous improvement, striving for, 330 management, 48
contract customer research
with advertising agency, 124–126 approaches to, 20–21
with customer, 307–308 definition of, 10
Talent & Model Release Form, 181 demographics, 23–24, 195
with Web design agency, 130–131 do-it-yourself data collection methods,
conversion rate, 281
converting prospect to customer, 276–278 18–20
cooperative promotion, 228–229 geographics, 22–23, 195
copy psychographics, 24–26
definition of, 156 using to guide marketing decisions, 26
news release, 237 customer satisfaction
typeface for, 160 assessing, 59, 291
benchmarking levels of, 309–310
