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Dedication Acknowledgments Foreword Introduction History Making Promotional Products Work for You Benefits of Promotional Product Marketing Ready to Get Started? Chapter One: The Potency of Promotional Products Your Customers Need You Psychology of Promotion Sequential Mailings Brand Recognition Sales Promotion Public Relations Human Resources Chapter Two: Your Marketing Plan Current Situation Measurable Objectives Marketing Strategy Action Plan and Budget Chapter Three: Advertising Advertising Basics Sequential Mailings Direct Mail E-mail Marketing Advertising Web-Site Marketing Chapter Four: Trade Show Marketing Maximizing Trade Shows with Promotional Products Phases of Trade Show Marketing Before the Show At the Show After the Show Chapter Five: Sales Promotion Setting Objectives Duration Selecting Strategies Developing Tactics to Meet Objectives Putting the Promotion into Action Developing Goodwill Increasing Response Rates and Expenditure Types of Sales Promotions Reward the Promoters of the Promotion Chapter Six: Public Relations Promotional Products and Public Relations Public Relations Programs Sample Press Releases Chapter Seven: Human Resources Psychology of Motivation Training Motivation and Morale Chapter Eight: Tap into the Power Advertising Trade Show Marketing Sales Promotions Public Relations Human Resources Chapter Nine: Silent Salesmen Workbook Critical Causes of Business Failure Business Profile Focus On The Future What Business Are You In? What Are Your Primary Methods of Attracting New Business? The Seven Emotional Appeals that Stimulate Action: Identify your Target Market Identify And Analyze Your Competition Entice Your Prospects To Contact You Identifying Your Unique Comparative Advantage Effective Marketing How To Get More New Customers How To Get More Money From Each Sale How To Get Your Customers To Buy More Often Extend Your Customers¿ Average Buying Lifetime 27 point business checklist Chapter 10: Million-Dollar Case Studies Aspirin Pack Mailer Bank Bag Mailer Message in a Bottle Mailer Trash Can Mailer Needle in a Haystack Mailer Lottery Ticket Mailer Business Card Magnet Mailer Magnifying Glass Mailer Maze Pen Mailer Buried Treasure Mailer Message in a Bottle Mailer Million Dollar Bill Mailer Needle in a Haystack Mailer Piggy Bank Mailer Pizza Cutter Mailer Ice Cream Scoop Mailer Seed Packet Mailer Silver Platter Mailer Foot-Shaped Stress Ball Mailer Trash Can Mailer Warning Mailer Newsletter Article Promotion X-Ray Mailer Sweet 16 Mailer Program Sample Carpet Cleaning Promotion Sample Dentist Program Sample Realtor Program Sample UPS Store Program Sample Insurance Sequential Mailers Sequential Letter 5 Holiday Promotions Gemstone Promotions Anniversary Promotions Success Stories Chapter Eleven: Glossary of Useful Terms Chapter Twelve: Resource Guide Charities Demographic Data Direct Mail Industry Information Public Relations Trade Show Exhibits Last Page Special Offer References
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