Quick Reads: Advertising

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How to Prepare for an Advertising Campaign's SuccessSmall Business
You've done your homework and planned a solid advertising campaign. But, says Elaine Fogel, you need to be sure you're ready for its success. Is your small business really prepared ...
For Your Advertising ToolboxSmall Business
According to Michael Goodman, small businesses can and should "experiment with various ways of getting the word out to current and potential customers." Here are some innovative tools he has ...
How to Make Sure Your Ad DeliversSmall Business
What makes one advertising campaign more successful than another? According to Michael Goodman, it's the copy. "It actually makes advertising work and allows it to accomplish real objectives in the ...
Managing the Most Costly Slice of the Marketing MixSmall Business
"Advertising is very often the most costly and visible element of the marketing mix," explains Michael Goodman. "It's not uncommon for advertising to represent the largest single component." There are a ...
Is Your Headline Working For or Against You?Small Business
In a recent post on her blog, Results Revolution, Marianna Hayes writes about her pet peeve—blaming media choices for a failed marketing campaign. Deciding that your direct mail or print ...
Tips for Advertising on MySpaceSmall Business
Even though the MySpace juggernaut appears to be slowing, the social networking site boasts nearly 200 million profiles, which is more than double the number it had just last year. In ...
Trashing Your CompetitionSmall Business
It’s easy to admire Apple’s stylish TV spots, which personify the Mac as a smart hipster bemused by the luckless PC’s endless problems. The ads highlight a Mac’s pros and ...
How to Drum Up Word of MouthSmall Business
Advertising copy might entice and editorial coverage might persuade, but a word of mouth (WOM) recommendation can be more effective than both put together. Think about the times you’ve used ...
Is Search Engine Advertising For You?Small Business
The appeal of search engine advertising, also called paid search, pay-per-click or PPC, is obvious: Your ad appears on the search results pages of search engines like Google and Yahoo! ...