Page 369 - Duct Tape Marketing
P. 369
Index 353
developing new, 46–48 proposal, requesting
enhancing appeal of existing, 44–45 advertising agency, 122–123
first-of-a-kind, 94–95 Web design agency, 128–129
generating interest in, 277
high-touch, 260 prospect opinion assessment, 107
increasing sales of, 43–44 prospects
knowing, 280
life cycle of, 45–46 converting customers to, 276–278
listing, 34–35 knowing, 280
presenting, 283–285 walk-in, welcoming, 281
prices, presenting, 41–43 P.S. (postscript)
promoting hidden, 36 in direct mail letter, 203
readying for prime time, 328 in e-mail message, 209
service as, 34 psychographics, 18, 24–26
shipping, 260–261 public broadcast station, 175
strategies for, 66, 67, 333–334 public relations
tailoring, 9 bad news, dealing with, 246
value formula and, 38–40 definition of, 10
viewing sales by, 35–36 description of field of, 232–233
product ad, 136 public relations firm, 119
product brochure, 213 publicity
product development, 10 circulating news, 235
product-oriented targeting, 57 definition of, 10, 233
professional. See also advertising agency expectations for, 234
ad production, 138 interview with media, 242–245
cost of hiring, 114–115 media contact, establishing and
deciding when to hire, 115
distribution service, 217 maintaining, 240–242
in-house agency, forming, 117 media coverage, 233
in-house talent, tapping, 116–117 news conference, 245–246
marketing manager, hiring, 117 news release, writing, 235–240
news distribution service, 235 publishing article online, 268
station talent, using, 180–182 pulsing of ad, 152
television ad production, 184 purchase-level reward or discount, 314
types of, 119 purpose
Web site design, hiring, 128–132, 254 of communications, stating, 98
professional referral, 269 of newsletter, 218
promoting Web site, 267 stating in marketing plan, 331
promotion
action incentives, 227–228 •Q•
cooperative promotion and cross-
quality gap, closing, 311–312
promotion, 228–229 questionnaires, 20, 21
definition of, 10
of existing product, 44 •R•
planning, 229
purpose of, 227 rack card, 214
strategies for, 66, 67, 334 radio advertising
pronunciation of business name, 321
advantages and disadvantages of,
146–147, 149
dayparts, 174
producing, 182–183
