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This book assumes that you have a tight advertising budget and that you have to get the best bang for your buck. You will learn the use of advertising "hooks" and how they differ for the business market as opposed to the consumer market. The chapter on direct mail advertising will take you through the steps in creating an effective direct mail piece. The Internet offers tremendous opportunities for advertisers in the digital age and this book leads you through the steps to establishing an effective Web presence. An emphasis is placed on trying to use offline media to drive traffic to your Web site, where you can display more detailed information. You will learn about direct mail, print media, yellow pages, signage, trade shows, telemarketing and fax broadcasting. Less emphasis is placed on broadcast media, since this tends to be expensive and often beyond the budget of smaller companies. Finally, this book covers topics you will need to address in preparing your advertising plan. You will also learn about some of the standards and laws which apply to advertising as well as rules about privacy.
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