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TABLE OF CONTENTS 1. Find New Products for Current Customers 2. Stick to a Budget 3. Consultants on Commission? 4. Opportunity Budget 5. Define Your Unique Selling Proposition 6. Be the Best You Can Be 7. Big Ideas Mean Big Business 8. Increase Payment Options 9. Exchange with Non-Competitive Businesses 10. Donate 11. Give a Break to Non-Profits 12. Establish the Lifetime Value of Your Customers 13. Make Lemonade from Lemons 14. Build Your Business Carefully 15. Should You Mail Catalogs to Online Buyers? 16. Your Cover is More Than a Pretty Picture 17. Create a Co-Op Bulletin Board 18. Use Strong Selling Words for Success 19. Let Testimonials Sell For You 20. The Problem/Solution Formula 21. Never Forget the P.S. 22. The Multi-Purpose Brochure 23. Find Fresh Talent 24. Standard Formats Save Money 25. Copy Do¿s and Don¿ts 26. Keep it Personal 27. Art Do¿s and Don¿ts 28. Make Your Banner Ads Rock 29. Turn Your Customer List Into a Database 30. Enhance Your List, Increase Profits 31. Contests Grow Lists 32. Test New Offers In Every Mailing 33. List Exchanges Save Money 34. 80/20 Rule 35. Follow Postal Requirements 36. Negotiate List Prices 37. Promote Customers Often 38. More List Negotiation 39. Create Multibuyers 40. Rent Lists Carefully 41. When to Use Postage-Paid Envelopes 42. Don¿t Toss Those Duplicate Names 43. Direct Mail for Lead Generation? 44. Save Money on National Cable 45. No Soap 46. Infomercials are Pricey 47. What is the Best Programming? 48. What are the Best Dayparts? 49. 2nd & 4th Quarters 50. 1st and 3rd Quarters 51. Run-Of-Station is Cheapest 52. Use TV for Demonstrations 53. Ask for the Order 54. Friday Has More Reliable Clearance 55. Broad Rotations Get Best Clearance 56. Reaching Consumers Through Email 57. Reaching Business-to-Business Through Email 58. An Offer in Every Email 59. Getting Email Read 60. Email is Free 61. Email Response is Fast 62. Use Electronic Gift Cards for Low-Cost Rewards 63. Email Mistakes to Avoid 64. Secret to Hassle-Free Fulfillment 65. Increase Your Customer¿s Lifetime Value 66. Direct Marketing is Measurable and Accountable 67. Establish Your Seasonality 68. Advertising Integration Gets the Biggest Bang for Your Buck 69. Unique Landing Pages for PPC Advertising 70. Holiday Advertising on The Net 71. Magazine Remnants Save Money 72. Do You Need Two-Color? 73. Square Third ¿ Cheap and Effective 74. BRC will Quadruple Response 75. Are Special Issues Right for You? 76. Time Ads for Maximum Impact 77. Use Magazines to Create a Leadership Position 78. Split Testing in Magazines 79. TV Guide ¿ Inexpensive Test Vehicle 80. Gain Time with Accurate Response Projections 81. Are Bingo Cards for You? 82. Media Selection is Key 83. Create Your Own Take-Ones 84. Make Money With Package Inserts 85. Evaluate Media Using CPM 86. Media Rate Negotiation 87. Use Your Best Media First 88. Standby Space Can Save You a Bundle 89. Run When Readership is Up 90. Days to Avoid Running in Newspapers 91. Target by Newspaper Section 92. Target by Newspaper Columns 93. Do You Really Need Color in Your Newspaper Ad? 94. Newspaper Frequency Discounts Save Money 95. Can You Use Pre-Printed Inserts in Newspapers? 96. Coupon Booklets Have Low Rates 97. Newspapers Have Regional Editions 98. What Ad Sizes Are Best in Newspapers? 99. Design Is Paramount In Small Space Ads 100. Keep Creative Fresh 101. Hire Newspaper-Savvy Creative Team 102. Offer Testing ¿ A Way of Life 103. The All-Important Guarantee 104. Keep Your Product the Star 105. Try Newsletters ¿ They¿re Inexpensive 106. Video Offers Work on TV 107. Sweepstakes & Contests 108. Installment Offers Boost Response 109. Tailor Offers to Suit Customers 110. Add a Sticker for Last Minute Offers 111. Free Shipping -- Always a Winning Offer 112. Send Offer in This Email, Guaranteed to be Read 113. Work with Printer¿s Format 114. Saving Paper Saves Money 115. Gang Up Printing and Save Big Money 116. Save Money by Folding Instead of Cutting 117. Samples Makes Sales 118. Be Your Own Premium 119. Cross Promotion Saves Money 120. Ride-Alongs Reduce Postage Pinch 121. Back Local Contests and Giveaways 122. Not Great For Direct Response 123. AM/PM Drives for Awareness 124. Barter for Time to Save Money 125. Vanity Phone Number - theWay to Go 126. Top Notch Customer Service Increases Lifetime Value 127. Loyalty Cards Pay Off 128. Good Communication Creates Loyalty 129. Use Research to Reduce Mistakes 130. Run Contests in Your Store 131. Use Technology to Drive Store Traffic 132. Use Your Store Window to Showcase Offers 133. In-Store Pick-Up Increases Sales 134. In-Store Events for Online Customers 135. Upselling on the Telephone Increases Profit 136. Voice Messaging Creates Sales 137. Keep Landing Pages Uncluttered 138. Website -- Necessity, not Luxury 139. Test Offers on Your Website 140. Create Your Own Bulletin Board 141. Keep It Fresh 142. Too Flashy With Flash 143. Easy Site Navigation is the Goal 144. Upsell with Pop-Ups 145. Run Ads for Google 146. Advertise with Google 147. Analyze Your Web Stats 148. Web Success ¿ Trial and Error 149. Make Your Web Content Strong 150. Keep It Branded and Service Oriented 151. Create Web Stickiness to Create Success
Library of Congress Subject Headings for this publication:
Advertising -- Management.
Advertising -- Costs.
Advertising -- Evaluation.