Edmond A. Bruneau, Owner Creative Consultants Spokane, Washington and author of the book, Prescription for Advertising Marketing Series ______________________________________________________________________________ The material in this publication may not be reproduced or transmitted in any form or by any means - electronic, mechanical, photocopying, recording or other -- without the prior written permission of the U.S. Small Business Administration. While we consider the contents of this publication to be of general merit, its sponsorship by the U.S. Small Business Administration does not necessarily constitute an endorsement of the views and opinions of the authors or the products and services of the companies with which they are affiliated. All of SBA's programs and services are extended to the public on a nondiscriminatory basis. ______________________________________________________________________________ TABLE OF CONTENTS INTRODUCTION NEWSPAPER ADVERTISING Some Disadvantages with Newspaper Advertising 1 How Should I Work with My Newspaper Representative Buying Newspaper Advertising Space 2 MAGAZINE ADVERTISING 3 3 4
RADIO ADVERTISING What Are Some of the Good Things About Radio? What Are Some Limitations to Radio Advertising? How Should I Buy Time on the Radio? 4
TELEVISION ADVERTISING 5 Advantages in Television Advertising 5 Disadvantages in Television Advertising 6 Creativity: A Vital Element 6 Don't Use TV Unless Your Budget Allows 6 Buying Television Advertising Time 7 Other Considerations .. . 7 CABLE ADVERTISING 7
YELLOW PAGES 7 Advantages of Yellow Pages Advertising 8 Disadvantages of Yellow Pages Advertising 8 OUTDOOR ADVERTISING 8 Some Outdoor Advantages 8 Some Outdoor Disadvantages 9 DIRECT MAIL 9 Rules to Remember 9 10
SPECIALTY ADVERTISING CONCLUSION 10
APPENDIX: INFORMATION RESOURCES
______________________________________________________________________________ INTRODUCTION A wise man once said, "The person who saves money by not advertising is like the man who stops the clock to save time." In today's fast-paced, high-tech age, businesses must use some form of advertising to make prospects aware of their products and services. Even a famous company like Coca-Cola continually spends money on advertising to support recognition of their products. In 1993, Coca-Cola spent more than $150 million to keep its name in the forefront of the public's eye. So the question isn't whether or not you can afford to advertise, you simply must if you want your business to succeed. Some questions you should consider before buying ads are: 1. 2. What media is the best to use? How important is creativity?
Is there a way to buy space and time that will stretch my advertising budget?
When it comes to advertising, a lot of people really don't know what they want, where to get it or what to do with it after they have it. This publication will help you learn to determine what type of advertising media is best for you. It also provides guidelines you can use to obtain the advertising exposure you need and win help you identify ways to make your advertising more cost efficient. Advertising is an investment in your business' future. And, like any investment, it's important to find out as much as you can before you make a decision. You'll be able to use this publication often as a reliable reference toot in the months and years to come. ______________________________________________________________________________ NEWSPAPER ADVERTISING Every advertising medium has characteristics that give it natural advantages and limitations. As you look through your newspaper(s), you'll notice some businesses that advertise regularly. Observe who they are and how they advertise their products and services. More than likely, their advertising investment is working if it's selling! Almost every home in the United States receives a newspaper, either...