Page 368 - Duct Tape Marketing

352 Small Business Marketing For Dummies, 2nd Edition

outside mailing list, finding, 196–198 power of brand, 90
owner’s name as business name, 319 PR Newswire, 235
ownership pre-empting objection, 285
preferential pricing, 307
of advertising materials, 126 preferred position placement, 165
of Web site, 131, 259 presentation by advertising agency,

•P• 123–124
presenting
packages as marketing materials, 222–223
packaging, 9, 10 prices, 41–43
Pareto’s Law, 313 product, 283–285
parking, 79 presorting mail, 204
partnering for promotion, 228–229 press release. See news release
PayPal service, 262 price competitor, 53
Peppers, Don, The One-to-One Future, 340 price savings promotion, 227
percentage of sales budgeting, 69–70 prices, presenting, 41–43
perception, 106, 107 price-sensitive product, 40–41
periodicals, advertising, 339 pricing
personal relationship “buying” market share through, 59
evaluating, 41
establishing, 281–283 preferential, 307
power of, 37 setting strategy for, 66
personality of communications, stating, 98 strategies in marketing plan for, 334
personalizing direct mail, 201–202 strategy example, 67
phantom competition, 52 tailoring, 9
pick-up rate, 163 value and, 38, 40–41, 329–330
place, strategy for, 66, 67 print advertising
plain text format copy, writing, 158–159
for e-mail message, 209 designing, 159–161
for e-newsletter, 221 directory and Yellow Pages, 169–171
planning. See also marketing plan headline, writing, 156–158
brochure, 214–215 magazine ad, placing, 166–168
newsletter, 218 newspaper ad, placing, 163–166
promotion, 229 out-of-home, 168–169
planning pyramid, 65 rate card, 162–163
planning sequence, failsafe, 68 writing and designing, 155–156
pop-up ad, 271 print media, 142, 143–146
portraying customer as fool, 326 printing e-mail, 83
positioning priorities and hiring advertising
definition of, 94
determination of, 94–95 agency, 120
marketing plan and, 333 privacy of customer, protecting, 19, 208
strategy for, 95–96 producer, 138
tag line and, 96–97 producing
Positioning: The Battle for Your Mind (Al
radio ad, 182–183
Ries and Jack Trout), 340 television ad, 184–186
postal regulations, meeting, 203 product. See also buying decisions; pricing
postscript (P.S.) advertising agency and, 121
benefits versus features of, 109–110, 284
in direct mail letter, 203 breaking sales down by categories of,
in e-mail message, 209
27–29