Small Business Management Series, Issue 34Small Business Administration, 1977 - Small business |
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Contents 1 Advertising - What It Is and What It Does 2 Advertising Media - Where the Dollars Go 3 Direct - Mail and Direct Advertising 4 Business and Farm Publications 5 Consumer Magazines 6 Newspapers 1 8 17 28 37 43 7 Directory ...
Contents 1 Advertising - What It Is and What It Does 2 Advertising Media - Where the Dollars Go 3 Direct - Mail and Direct Advertising 4 Business and Farm Publications 5 Consumer Magazines 6 Newspapers 1 8 17 28 37 43 7 Directory ...
Page 5
... advertising is direct action . The slower response of the man who bought a boat is indirect action . Direct action can be expected for items purchased often in stores . Soon after the advertising appears , the results show up in sales ...
... advertising is direct action . The slower response of the man who bought a boat is indirect action . Direct action can be expected for items purchased often in stores . Soon after the advertising appears , the results show up in sales ...
Page 9
... advertising budget to put into business papers and how much into direct mail . Some Questions Before you start planning your advertising program , ask yourself these questions : To whom do I want to advertise ? Who are the people that ...
... advertising budget to put into business papers and how much into direct mail . Some Questions Before you start planning your advertising program , ask yourself these questions : To whom do I want to advertise ? Who are the people that ...
Page 11
another possibility , used either alone or to supplement newspaper advertising . For manufacturers , business papers are usually a must , and the use of trade directories to supplement business - paper advertising is often good . Direct ...
another possibility , used either alone or to supplement newspaper advertising . For manufacturers , business papers are usually a must , and the use of trade directories to supplement business - paper advertising is often good . Direct ...
Page 16
... advertising agency , you must approve or disapprove the media it recommends . However you decide to handle your advertising , the important choices remain yours . Direct - Mail and Direct Advertising HE DIFFERENCE between direct 16.
... advertising agency , you must approve or disapprove the media it recommends . However you decide to handle your advertising , the important choices remain yours . Direct - Mail and Direct Advertising HE DIFFERENCE between direct 16.
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Common terms and phrases
adver advertising agency advertising dollars advertising message advertising spot audience audited brand-name products broadcast advertising business papers business publications buyers catalog charge circulation statements classified classified advertising color commissions companies contract cooperative advertising copy cost coverage customers dailies decide Designated Marketing Area direct advertising direct mail Direct-mail advertising directories display advertisements envelope Farm papers geographic editions gross rating points increase insertion layout listeners mailing lists manufacturer medium Mother's Day national advertisers Newspaper advertising NEWSPAPER ADVERTISING BUREAU nonpaid circulation offer offset printing outdoor advertising percent period postage posters preparation print media programs prospects publishers purchased radio and television Rates and Data reach readers retailer schedule selected sell shoppers Small Business Small Business Administration space special interest specific sponsor spot announcements station tion transit advertising U.S. Postal Service usually weekly ZIP code
Popular passages
Page 131 - Summaries of this study have been printed and are available in reasonable quantities. These summaries may be secured from SBA field offices or from the Small Business Administration, Washington, DC 20416. The Small Business Administration assumes no responsibility for the accuracy of the data contained herein, nor does it necessarily endorse any opinions, conclusions or recommendations which may be a part of this report. EUGENE P. FOLEY Administrator Small Business Administration...
Page 114 - ADI area of dominant influence: an area in which a TV station has a commandingly large share of the viewing audience. This phrase, like "designated marketing area," was coined by a market research firm.
Page 1 - The American Marketing Association has described it as mass, paid communication whose purpose is to "impart information, develop attitudes, and induce favorable action for the advertiser.
Page 72 - runs." A full run is a card in every vehicle in the system; a half run is a card in every other vehicle, and a quarter run is a card in one-fourth the vehicles. Posters are sold by "showings" — intensive, representative, and minimum.