Page 363 - Duct Tape Marketing

Index 347

•F• geographic name as business name, 319
geographic targeting, 56
fabricated name as business name, 320 geographics
FAQ (frequently asked questions) page, 253
Fast Company (magazine), 338 definition of, 18
fax, preparing news release for delivery by, direct mail and, 195
locating target area, 22–23
235–238 gift certificate, 223
fees for professional help giveaways, 224–225
glossies, 144
advertising agency, 118, 126–127 goal
budget and, 114 budget and, 70
fighting bad business with good definition of, 64, 65
establishing, 68
advertising, 325 example of, 67
filing e-mail, 83 for loyalty program, 314
first impression, making market share, setting, 59
for marketing communication, 105
importance of, 328–329 marketing plan and, 332
impression inventory, creating, 85–87 marketing task and, 61
online encounter, 82–84 for sales presentation, 280–281
overview of, 75–76 scaling program to meet, 12
personal approach, 78–82 strategies and, 66
telephone contact, 76–78 vision, mission, and, 62
first-in-a-market business, 94–95 for Web site, 252
flaming, 84 goal-oriented budgeting, 69
flat rate, 162 golden rules of advertising, 140–141
flier, 214 Google search engine
flighting of ad, 152, 175, 205 AdSense program, 271
flip side of business card, imprinting, 224 AdWords program, 271
focus group, 21–22 Keyword Sandbox, 267
font, 100–101, 160 perception of, 93
forgetting curve, 151 registering Web site with, 266
Four Ps (marketing mix), 66, 67 government relations, 232–233
four-color, 161 graphics on Web site, 258–259
framing ad with space, 160 greeting customer, 80
free enterprise system and competition, 50 gross rating points (GRPs), 177
freelancer, 119 growing business
frequency business name and, 322–323
balancing with reach, 150–151 marketing and, 12
broadcast advertising and, 176 product lines and, 36
magazine advertising and, 167, 168 growth phase of product, 46
newspaper advertising and, 164 guarantee
frequency discount, 162 customer service, 291
frequently asked questions (FAQ) page, 253 in direct mail offer, 201
front-loading of ad, 152 Guerilla Marketing (Jay Conrad
fulfillment company, 269
full showing, 169 Levinson), 339
guidelines for e-mail, 83–84
•G•

geodemographics, 18, 195