Page 367 - Duct Tape Marketing

Index 351

mind share, 55 nonprice competitor, 53
mirror near telephone, 78 nonprospects, defining, 25
misdistribution, law of, 313
mission statement, 62 •O•
modular literature, 213–214
monitoring objection, pre-empting, 285
objective
size of sales transaction, 310
Web site activity, 270 anatomy of, 66
monopoly, 50 budget and, 70
moving fast, 327 creative concept and, 103–104
definition of, 64, 65
•N• establishing, 68
example of, 67
name of business marketing plan and, 332
choosing, 319–323 obligations of client to advertising
displaying in print advertising, 161
agency, 125
National Change of Address file, 206 observing customer, 19–20, 21
navigating Web site, 257–258 offensive marketing, 306
needle-drop, 180 offer, direct mail, deciding on, 200–201
needs and hiring advertising agency, 120 on approval agreement, 308
network affiliate, 175 one-shot ad, 150
Network Solutions, 255, 263, 338 one-to-one communication, 142, 191
new customer, estimating cost of, 305–306 The One-to-One Future (Don Peppers and
new media, 142
New York Times tag line, 96 Martha Rogers), 340
news conference, 245–246 one-to-one marketing, 191–193
news release online advertising, 270–271
online encounter with customer, 82–84
distributing, 235 Online Privacy Alliance Web site, 19
expectations for, 234 online sales. See also e-commerce site
writing, 235–240
newsletter auction site, 261
opt-in electronic, 220–222 brand and, 92
overview of, 217–218 Web site and, 253
planning, 218 online Yellow Pages, 171
templates for, 219 Open Directory, 265
writing and designing, 218–219 open rate, 163
newspaper advertising opportunity, share of, 51
advantages and disadvantages of, opt-in policy
for electronic newsletter, 220–222
143–144, 148 for e-mail marketing, 207–208
classified section, 166 order, asking for, 286–287
placing, 163 Oregon Trail, 62
requesting placement, 165–166 originality of business name, 321–322
scheduling placements, 163–164 outbound calls, telemarketing via, 192
sizing tips, 164–165 outcome, desired, 106, 107–108
newspaper, local daily, making contact outdoor advertising, 146, 149, 168–169
outdoor media, 142
with, 240 outlining tactics in marketing plan, 334–335
noncustomers, locating, 22–23 out-of-home advertising, 168–169
nonmedia communication project, 111