Page 366 - Duct Tape Marketing

350 Small Business Marketing For Dummies, 2nd Edition

Mailing and Fulfillment Services materials, marketing. See also
Association, 199 communications

mailing list for direct mail brochures, 212–217
house list, 196 business card, 223–224
outside list, 196–198 evaluating, 87–88
renting, 198–200 first impression, making, and, 76
types of, 195–196 gift certificate, 223
updating, 206 newsletters, 217–222
ownership of, 126
mailing list for opt-in newsletter, 222 packages as, 222–223
mailing service, 199 maturity of business and budget, 70
make-good, 162 maturity phase of product, 46
managing Web site, 255–256 media buyer, 173–174
manufacturer ad, airing pre-produced, 185 media commission, 114, 117, 126
manufacturer referral, 269 media contact
market research, 10, 68 establishing and maintaining, 240–242
market saturation, 60 sending brochure to, 217
market segmentation media coverage
bad news, dealing with, 246
definition of, 18 circulating news, 235
viewing sales by, 27–29 expectations for, 234
market share interview, 242–245
calculating, 56–58 news conference, 245–246
definition of, 50 news release, writing, 235–240
increasing, 59–60 overview of, 233
offensive marketing and, 306 media plan
saturation and, 60 comparison table for, 148–149
winning, 53–54, 55–56 directories, 145–146
market size and budget, 70 magazines, 144–145
market, total, 56 newspapers, 143–144
Marketer’s Portal Web site, 338 outdoor and transit advertising, 146
marketing overview of, 141–142
cycle of, 8–9 radio, 146–147
defensive, 304, 306 television, 147–148
definition of, 7 media planner or buyer, 119
offensive, 306 media relations, 232
marketing ideas media schedule
best, 328–330 overview of, 149–150
worst, 325–327 reach and frequency, balancing, 150–151
marketing manager, hiring, 117 timing placements, 151–152
marketing mix (Four Ps), 66, 67 member relations, 232
marketing plan memorability of business name, 322
commitment to, 328 merchant company, 269
creating, 14 merge/purge operation, 199
steps to, 331–336 me-too business, 94
markup, 127 Microsoft Small Business Center
mass media advertising
definition of, 191 Commerce Manager Package, 260
direct mail compared to, 192–193 Microsoft statement of purpose, 64
mass media, categories of, 142