Tài liệu The ABC''''s of Marketing & Advertising doc

The ABC's Of MARKETING & ADVERTISING written by Bill Gregory and copyright, 1999 Charlotte Kuchinsky This handbook has been prepared by the Oklahoma Small Business Development Center (OSBDC) and the Service Corps of Retired Executives (SCORE) in a partnership program with the U.S Small Business Administration The purpose of this book is to provide you with a good basic knowledge of sound marketing principles as well as sufficient information to make informed advertising decisions The handbook is specifically designed to help you understand: o o o o What your business product or service has to offer potential customers; Who your customer is; How to make customers want to buy what you have to offer; and Why they will want to buy from you rather than your competition No handbook, used in isolation, is likely to answer all of your marketing and advertising questions We have, therefore, included an additional list of valuable resources in the appendix Also, keep in mind that your Oklahoma Small Business Development Center (OSBDC) and Service Corps of Retired Executives (SCORE) provide "FREE" one-on-one counseling in these - - and a myriad of other - - subjects Additionally, we will periodically sponsor workshops in both basic and advanced marketing and advertising For additional information on any of the services provided by OSBDC and SCORE, contact: OSBDC/SCORE c/o Northwestern Oklahoma State University 2929 E Randolph Enid, Oklahoma 73701 Phone: (580) 213-3197 - Fax: (580) 213-3196 - E-Mail: cakuchinsky@nwosu.edu Table of Contents Marketing Marketing What Is Marketing? Why Market? Factoids The P's Consumer Beliefs Who Is Your Market? How Do You Market? .10 Pricing 10 Packaging .12 Promotions .13 How Will You Know If You're Marketing Correctly? .16 How Do I Do A Marketing Plan .17 Product/Service Worksheet 23 Competitive Analysis 25 Customer Analysis .26 Wizards of Marketing: How Companies Can Look Insider the Consumer's Head 27 Case Study: Whirpool Corporation 29 Sample Publications .30 Instant Insight In The Coffee Caper 31 The ABC's of Marketing To Kids 32 Teen Impact on the U.S Economy .34 Price 35 Pricing Systems: Products & Services 36 Color Insights .38 Shape Up Your Firm's Image 40 Advertising Advertising .43 Advertising and You! 44 Advertising Planning 49 Print Media 50 Classified Advertising 51 Newspaper Display Advertising 52 Magazine Advertising 54 Trade Journal/Business Directory Listing Advertising 55 Yellow Pages 55 Trade/Business Journals 56 Processed Media .57 Radio Advertising .57 Television Advertising 59 Outdoor Advertising .61 Billboards 61 Transit Advertising 61 Word-of-Mouth Advertising 62 Networking 65 Booths and Trade Shows 66 Direct Response Mail .68 Electronic Media Advertising .68 Promotional Advertising .70 Public Relations 72 Press Releases 73 Public Service Announcements (PSAs) 74 Press Kits .74 Miscellaneous Forms of Advertising 75 Advertising Budgeting .69 Tying It All Together! .77 100 Guerilla Marketing Weapons .79 Advertising Pre-Checklist .82 Advertising Plan 83 Essentials of a Good Ad .84 How To Check Ads for More Sale 86 Advertising Styles 87 The Bald Truth About Ads 88 Affordable Designing .89 Guidelines for Creating Successful Marketing Materials 90 Copywriting Errors to Avoid 91 Networking Pointers 92 Making Trade Shows Pay Off 93 Tips for Good Direct Mail Pieces 95 Get More Mailing List Mileage .96 What Makes A Good Specialty Gift? .97 Press Release Example 98 Fact Sheet Example .99 PSA Example 100 Press Kit Cover Letter 101 Press Kit Checksheet 102 Common Advertising Mistakes 103 Advertising and Sales .104 Creative Techniques to Boost Sales 108 Advertising Post-Checklist 109 APPENDIX Product/Service Worksheet (Sample) 113 Competitive Analysis (Sample) 115 Customer Analysis (Sample) .116 Advertising Pre-Checklist (Sample) .117 Resources 118 Marketing To some businesses - - small businesses, in particular, - - marketing and advertising seems like a lot of senseless hocus pocus In reality, however, there is nothing at all magical about either one Both marketing and advertising are, in fact, based on a very logical premises: Before a consumer can buy a product or service - - no matter how well designed or efficiently produced it is - - he or she must first know that it exists That, in a nut shell, is the purpose of marketing Advertising, on the other hand, is simply one of several different methods used to "get the message out." CEOs of Fortune 500 companies all have at least one thing in common They agree that marketing is one of the most important functions in any business For that reason, nearly 50 cents of every consumer dollar made goes toward marketing and advertising On the flip side, surveys of failing businesses reveal that little, and in some instances no, marketing and advertising ever took place Notice any interesting correlations? The truth of the matter is this Businesses that operate without using good marketing principals in conjunction with solid advertising standards, had better find a reliable crystal ball, a Genie's lamp, or a very powerful magic wand Without the use of marketing and advertising - - or a great deal of magic - - the business is doomed to fail! What Is Marketing? Marketing is the activity intended to create an interest in and a need to purchase a product or service Contrary to popular belief, marketing is NOT a glorified name for selling In fact, selling is just one of the components of marketing For this reason, successful business owners think "marketing," not "selling." They understand that it is infinitely more important to know the wants, needs, and preferences of their customers than it is to focus on how to sell their product or service After all, it is the customer who has ultimate control over the life of any product or service Sales people who pride themselves on being able to sell anything to anyone, even ice to Eskimos, are fooling themselves The biggest markets, and the best profits, come from discovering and supplying customer wants and needs If done correctly, marketing actually makes selling almost incidental When customer's needs are answered, and the product or service properly exposed, then what is being offered will sell Why market is a common question, particularly among small businesses It is, however, a question that is easy to answer if you remember that there are many products and services competing for the consumer dollar Even before a customer chooses a specific brand or selects a particular style over another, he or she must first decide whether or not to buy at all "Instead of buying a new coat, should I save for a vacation? Should I buy a new car or invest in a retirement plan?" Of course, in reality, vacations and retirement plans are also forms of purchases, but those who are in the business of selling coats or cars, rarely think of the competitive power of these alternative options Nevertheless, they are competing items Why Market? Suppose a consumer decides to spend a portion of his or her disposable income on entertainment He or she must then decide whether to buy a stereo, theater tickets, or a VCR These "generic competitors" vie for the same entertainment dollar Only once the consumer has decided to buy a stereo, will (s)he choose the product form (phonograph, tape deck, CD player) and the specific product Marketing is critical to the life of any business; but that is particularly true of small business To be successful, small businesses must focus on identifying their customer's wants and needs and then meet them while still making a profit But to that, business must begin with a basic analysis of what it has to offer potential consumers Whatever the product or service, there must be something unique about it; something that will make the customer willing to pay the asking price To succeed in business - - and to make a living at it - - businesses must carve out a market niche Within that niche, they must develop as good a reputation for "making widgets" as Coke does for making sodas or as Gillette does for cutting off stubborn whiskers To determine the uniqueness of a product or service, several questions need to be explored: o o o o o o o o o o o Is it offered by anyone else? Does it satisfy an unfulfilled need? Will it create a trend? Is it environmentally sensitive? Does it play to the customers' sense of value? Does it occupy a special niche? Is a moral issue involved? Is it patentable? Is the marketing technique different? Is customer service different? Does it use my special talents? Marketing includes foresight and planning It begins by determining several things On pages 23 through 25 of this handbook, you will find a "Product/Services Worksheet" and a "Competitive Analysis These questionnaires, once answered, will help business focus on its potential by clarifying the products and services offered, establishing who the competition is, identifying the customer base, and determining the proper market "niche." Once a business has a clear picture of its place in the market, it is time to decide upon a marketing approach There are two basic marketing approaches The first is company centered In this approach business essentially claims: We (business) have ALL the answers! An example of this approach would be Ford Motor Company Their boast was that they would make Model T's in any color the customer wanted; as long as it was black This philosophy worked for them because demand for their product far exceeded supply Only a handful of companies still operate by this standard The second - - and more recommended approach - - is customer centered This approach essentially claims: The customer is ALWAYS right! In using this approach, companies respond directly to the wants and needs of the customer For that reason this is the approach that most successful businesses follow However, it is important to keep in mind that this approach requires both focus and consistency Remember Detroit in the 70's when they ignored the wants and needs of their customers for more fuel efficient cars? They lost big business to foreign competitors who were more than willing to respond to those wants and needs The lesson to be learned is this: Businesses that intend to "customer center" their company, must it all of the time; not just when they feel like it Whichever marketing approach is chosen, it is important to keep a few facts in mind: Factoids - 90% of customers surveyed in 1992, listed "customer service" as one of the top three things that influence their buying habits Of that 90%, 68% listed customer service as the most important thing; above the reliability of the product or service - Even in purchases of the most functional products, consumers tend to be swayed more by how a product appeals to their emotion and cultural values than its rational virtues such as durability or ease of use - Only 11 out of 100 dissatisfied customers will place a formal complaint with business, but 42% of all dissatisfied customers will tell 20 to 25 people about their dissatisfaction - For every complainer, there are 31 with the same complaint that never say anything - 93% of all unsatisfied customers not repurchase from the offending business, compared to the 70% who remain loyal when their complaints are satisfactorily handled Also keep in mind that there are certain variables commonly used by customers in determining their perception of a company's customer service quality Failure to provide at least two or more of these variables will most likely result in significant customer loss Creative Techniques To Boost Sales STUFF IT! If your business sends out invoices every month, stuff your sales message in the envelope along with the invoice This is a simple, low-cost way to announce a sale, offer a discount, present a new service, or distribute coupons SEND IT! Custom newsletters giving information, advice, buying tips, advance notice of a sale, etc are one of the most powerful, yet overlooked ways to present your sales message It requires a certain amount of time and effort, but if you keep the mechanics simple, the mail over 200 pieces so you can quality for bulk mailing rates, it is a super and subtle way to sell DISPLAY IT! Too many business people spend money on brochures or sales literature then store the material in a box or file cabinet Display it! "Silent" display racks are amazingly cost effective For instance, if you own a restaurant or beach shop, place your racks in every motel or hotel around MIX IT! Attend "mixers" sponsored by the Chamber of Commerce, Rotary Club, or other business groups Have a plan before you go - - nothing too ambitious Try talking to five people who could use your service and listen to what they need Exchange business cards and call them the very next day They will remember who you are and your chances of making a sale will triple HAM IT UP! Give people the benefit of your years of experience Teach a class Put on a seminar Answer questions on a radio show Schools and cable TV stations need to fill their schedules and air time with programming, much of it education oriented Take advantage of it and teach something WRITE IT! Write a persona letter to a specific person making a specific proposal Give specific ideas and prices Use your imagination Look for ways to help people Someone needs your product or service You know who they are Keep your eyes and ears open for opportunities 108 ADVERTISING POST-CHECKLIST The Ad As A Whole _ Does it single out and stop the prospect? _ Does it tell the complete story? _ Are the visual and headline unexpected? _ Does it build the brand's image? _ Are they audacious? _ Is is specific with one strong selling point? _ Does the ad provoke readership? _ Does it provoke favorable response? _ Is the ad relevant? _ Is it simple? _ Is the ad credible? _ Does it fit the product/service's personality? _ Is the ad from the reader's point of view? _ Does it make the product the hero? _ Does the ad ask for action? _ Does it look inviting? _ Is the ad easy to read? _ Does it promise a meaningful benefit? _ Does the ad address an important or frequent problem? Visual _ Is the visual relevant, fresh, and different? _ Does it create emotional feelings? _ Is it reduced to its simplest elements? _ Does it make a selling point? _ Is it pertinent to the product story? _ Is there something dominant? _ Do the visual and headline complement? _ Is the right thing dominant? _ Does it portray reward? _ Does it tell an important part of the story without the headline and/or copy? _ Does it avoid tint blocks, overprinting, type tricks and other "addy" devices? Headline _ Does it appeal to the prospect's self-interest? _ Is it specific? _ Does it provoke further reading? _ Is it comprehensible without copy? _ Does it have maximum news value? _ Is it about the product/service? _ Does it tell an important part of the story not told by the visual and copy? Copy _ Does it speak the reader's language? _ Is it good mannered? _ Is it about the product/service from the beginning? _ Is it personal? _ Does it avoid generalities? _ Is it enthusiastic? _ Does it avoid platitudes? _ Is it interesting? _ Does it avoid superlatives? _ Does it avoid analogies? _ Is it specific? _ Is it persuasive? _ Is it good-humored? _ Does it ask for action? _ Is it long enough to tell the whole story without being overly long? 109 APPENDIX 111 PRODUCT/SERVICE WORKSHEET connects cams to rotor blades on various engine parts What does the product/service do? to replace the outdated wing nut which proved a safety hazard Why was it developed, invented, or produced? moderate Is it of high or low interest? ensures the safe connection of engine parts What does it for the customer? prevents parts from becoming dislodged and ruining the engine What problem does it solve? parts could dislodge in the engine, causing engine damage How will it hurt if the customer doesn't use it? How often is it used and where? everyday in car, motorcylce, boat, and miscellaneous small engines pragmatic and emotional need for safety Does it fill a personal, pragmatic, emotional, or other need? How is the it made? manufactured from alloyed steel and/or aluminum 10 Where does it come from? Pittsburgh steel mills; Reynolds aluminum in Blacksburg, Virginia unknown 11 What are its ingredients, components, etc.? it connects the cams to the rotor blades and the rotor blades to the the engine manifold, sealing the two together to ensure safe operation of the blades 12 What does every feature of it do? 13 Are any of these features new? no, other than continuously improved sealing processes sealing capabilities and potential for newer, lighter weight 14 What features are truly distinctive? to ensure fit and sealing capabilities between cam and blade structures 15 How is it designed? octagonal 16 What is its shape? 17 How does it feel? cold; sturdy Smell? 18 What's its size? Look? shiny, sturdy oily Taste? Sound? strong (when dropped) 1/2" to 2" diameter approximately 2,015 different existing models 19 How many models, styles, colors, etc exist? 20 Are there any options, decisions, choices among products/services? 21 How is it packaged? 22 Is it safe? steel versus aluminum; size; sealant sometimes boxed; generally cellophane packaged steel safer than aluminum Does it matter? for the most part, yes 23 How well is it made? varies by manufacturer What are the standards? 24 How well does it work? excellent 25 Has it won any awards or recognition? 26 When is it purchased? 27 Is it seasonal? metallic no 50 psi to 100 psi, rmt What customers say? pleased no when repairs are required to the engine Why? engines require constant repair 28 Is the purchase planned ahead or spur of the moment? 113 a little of both no 28 Is it a major purchase? 29 Where is it bought? mostly directly from distributors; for cars, sometimes through car parts stores varies per industry 30 What is its distribution system? no 31 Is there a problem with it being fresh, current, in style? 32 What life cycle stage is the product/service in? (Introduction, growth, maturity, decline) current J R Brooks 33 Who developed it? 34 When? N/A Which? 1982 durability upgrade; weight Why? 35 What changes have been made? 36 In past advertising, what features have been emphasized? to improve safety, lighten engine durability, safety, weight yes 37 Has there been any change in the product/service image? What? none 38 What's the product/service slogan/campaign theme? N/A 39 Has there been a change in slogan/theme? What was the change? better sealing capabilities N/A Why? N/A yes 40 Has there been any change in the competitive situation? What? more manufacturers uncertain 41 In what category does it fit? 42 What companies produce the product? J.R Brooks, Murphco, Bigtime Widgets, Johnny's Widgets 43 Is the product/service a market leader or a follower? 44 What's its share of the market? unknown 45 What's the state of the industry? follows engine changes strong 46 Are there outside economic influences? yes What? poor economy forces repair rather than new purchase yes Who? plastic manufacturers developing new plastic alloy new plastic product substitute 48 Do they compete directly or with a product/service substitute? 47 Does it have any competitors? 49 How much does the it cost? 50 Is the price competitive? between $3.00 and $7.50 per widget, depending upon motor type yes new alloy; lighter weight; better durability 51 How does your product/service differ from its competitors? 52 In what ways is it alike? size, shape, sealability comparable to most; better than some 53 How does our product/service compare with the competition? 54 What is the product/service's most distinctive feature? 55 What is its most important feature? durability durability 56 What is new about our product/service? new alloy lighter in weight; potential for maximum seal 57 What is bad about our product/service? slightly more expensive than some competitors 58 What is being planned for the development of new products/services? 59 Why should customers come to us for the product/service? 60 What other information is relevant about our product/service? the country 114 plastic widget distributorship outstanding product, good price, great service voted within the top five widgets in COMPETITIVE ANALYSIS Fill in as much information as you can: My competitors are: Standing (in sales dollars or market share) J R Brooks Co 35% Johnny's Widgets 15% Murphco 22% Bigtime Widget Co., Inc 13% Competitor Name Product/ Yrs Service J.R Brooks, Co Widgets 33 Johnny's Widgets Widgets Murphco Widgets Widgets/Cams Bigtime Widget Co., Inc Business Condition Excellent Pricing Quality Service Location Advertising Other Into Good Exc Exc Good Extensive Outstanding Reputation Poor Low Poor Ok 11 Good Mod Good Good Ok Faltering High Good Ok Exc None Perceived as Cheap Moderate Growing Steadily Poor Little Too Diversified Describe any outstanding or poor advertising themes and/or sales promotions used by your competitors: No outstanding advertising or sales promotions J.R Brooks primarily uses local cable television; Murphco primarily uses KRRM (talk) radio; and Bigtime only advertises through trade journals What are your competitors major strengths? J.R Brooks has established a lasting reputation for quality and service; Murphco's use of the latest technology puts them on the "cutting edge." What are their major weaknesses? Johnny's is perceived as "cheap" & "slipshod" even though they have the best location Bigtime started out strong but diversification caused a change in service performance What they better than you? What you better than them? Murphco's stronger in technology; J.R Brooks has good employee base Better service than most; lower cost at higher quality than average How is your product or service unique from those of your competitors? New manufacturing process pioneered by our company allows for making quality products at more moderate costs 115 CUSTOMER ANALYSIS Customer Demographics: Male Sex: Age: Income: 30-50 Race: $25,000-$50,000 Occupation: Politics: Democrat Primarily White Blue Collar - Technical Social Class: Middle Married Marital Status: Education: Religion: Some College Primarily Protestant Customer Psychographics: Middle class; laid back; family-oriented Life-style Basic "needs" Security for family Buying habits Family oriented; necessities Does own repairs whenever possible Products typically purchased Leisure activities Things to fix up the house, car repair, tools, gifts for family, necessities Family outings; Movies (theatre and rental); children's little league, etc.; bowling TV programs Family programs, sports, movies Magazines Car magazines, repair magazines, sports magazines, Reader's Digest What characteristics they possess? (i.e., brand loyalty, cautious, conformist, impulsive, planner, etc.) Conservative, economy-minded, cautious, safety-minded Where they live? Northwest Oklahoma Where they work? Northwest Oklahoma Where they shop? Enid; Oklahoma City What distance will they travel to buy your product/service? to miles What distance are you willing to travel to sell to your customers? Throughout Northwest Oklahoma 102,000 How many of the customers live within the geographic limitations established? How many customers will likely buy the products/services offered from either you or your competitors? 21,000 20% What percentage of that number will likely purchase your product or service? Multiply the number of customers you believe will purchase the products/ services you offer from either you or your competitors with the percentage you believe will purchase those products /services from you This number represents your potential customer base $5,250 How many purchases will the average customer make during a year? 10 How much will the average customer be willing to spend on each purchase? $75 Multiply the number of purchases the average customer will make with the amount the customer will be willing to spend This number represents the amount the average customer will spend each year $750 Multiply the number you determined will be your customers each year with the amount each customer will be willing to spend each year This number represents your expected annual sales volume $3,937,500 116 ADVERTISING PRE-CHECKLIST Product/Service widget Who is your identified customer (prime audience)? middle class, blue collar, white male, age 30-50, married with a family, makes income between $25,000 to $50,000 working in a technical field Who are the secondary prospects to be reached? middle class, blue collar, male (primarily white), age 20-30, some married, makes income of around $20,000 to $35,000 What are the principal competitive products/services and their approaches? Product/Service Basic Copy Theme Basic Visual Device J.R Brooks, Co "We're Number One!" Reggie Widget Murphco "Quality is a Job Won!" Their company logo Johnny's Widgets Doesn't Really Have One None At which human emotions/urges/desires could the selling message for this product/service be aimed? x _ _ Survival _ Enjoyment Security From Harm _ Hunger _ Acquisitiveness _ Emulation _ Bodily Comfort _ Curiosity _ Sex Attractiveness _ Ornamentation _ Devotion _ Other (Please Explain) _ x _ Superiority _ Thrift What you want the customer to as a result of your ad? contact our sales representative for a demonstration What will be the customer's reward for performing as you stated above? more reasonable cost a better product at a What is the "selling point" which distinguishes this product/service from its competition, and adds a feeling of extra value? manufactured from alloyed steel and/or aluminum rather than tin (as current products) Sum up that "selling point" in a continuing theme "safety" What desires (emotional, practical, etc.) does that theme activate? superiority What visual effect will help advance that "selling point?" safety, security from harm families riding in vehicles with our widget engine connections and text to the effect "nothing is more precious than your family " What problem does the product or service solve for the consumer? prevents parts from becoming dislodged and ruining the engine What qualities of the product/service satisfy an emotional or practical "desire" of the consumer? superiority and safety What specific objective is this ad expected to accomplish? inform public about safety hazards of some existing widgets and superiority of our product 117 RESOURCES Publications GENERAL ADVERTISING Audio In Advertising, Ron Lockhart & Dick Weissman, Frederick Unger Publishing Co Better Brochures, Catalog, & Mailing Pieces, Jane Haas, St Martins Direct Mail Copy That Sales, Herschell Gordon Lewis, Englewood Cliffs: Prentice Hall Getting the Most From Yellow Page Advertising, Barry Maher, AMACOM Great Promo Pieces, Herman Holts, John Wiley Handbook of Advertising Art Production, Richard M Schlemmer, Englewood Cliffs: Prentice Hall Media Power: How Your Business Can Profit From the Media, Peter G Miller, Dearborn Financial Publications, Inc Write Great Ads: A Step by Step Approach, Richard Cayan, Contemporary GENERAL MARKETING Consumer Behavior, Dorothy Cohen, Random House Creating Customers: An action Plan for Maximizing Sales, Promotion, and Publicity for the Small Business, David H Bangs, r., Upstart Publishing Co., Inc Direct Marketing Management, Mary Lou Roberts & Paul Berger, Prentice-Hall "For Immediate Release: A Guide to Writing News Release", (Pamphlet) Review Journal Getting Business to Come to You, Paul & Sarah Edwards & Laura Clampitt Douglas, Perigee Books Guerilla Marketing Attack, Jay Conrad Levinson, Houghton Mifflin Guerilla Marketing: Secrets for Making Big Profits from Your Small Business, Jay Conrad Levinson, Houghton Mifflin How to Develop & Market Creative Business Ideas, Dale A Davis, PSI Successful Business Library/ Oasis Press Marketing, William Pride & O.C Pride, Houghton Mifflin Co Marketing, Jerome McCarthy & William Perrealt, Richard D Irwin Marketing, William Zikmund & Michael D'Amico, John Wiley & Sons Marketing for the Home Based Business, Jeffrey P Davidson, Holbrook 118 Market (The) Planning Guide: Creating A Plan to Successfully Market Your Business, Products, or Services, David H Bangs, Jr., Upstart Publishing Co., Inc Marketing (The) Source Book for Small Business, Jeffrey P Davidson, John Wiley Marketing Today, David J Rachman, The Dryden Press Marketing Warfare, Al Reis & Jack Trout, McGraw-Hill Positioning: The Battle For Your Mind, Al Ries & Jack Trout, Warner Books Principles of Marketing, Philip Kotler and Gary Armstrong, Prentice-Hall Principles of Marketing, Robert F Lusch & Virginia N Lusch, Kent Publishing Co., Inc Pursuing Customers: An Ethnography of Marketing Activities, Robert Prus, Sage Publications Street Smart Marketing, Jeff Slutsky & Mark Slutsky, John Wiley Successful Direct Marketing Methods, Robert Stone, National Textbook Co Talking With Your Customers: What They Will Tell You About Your Business When You Ask The Right Questions, Michael J Wing, Upstart Publishing Co., Inc Target Marketing for the Small Business: Researching, Reaching, & Retaining Your Target Market, Linda Pinson & Jerry Jinnett, Upstart Publishing Co., Inc MARKETING RESEARCH Do It Yourself Marketing Research, George Breen & A.B Blankenship, McGraw Hill The Survey Research Handbook, Pamela Alreck & Robert Settle, Richard D Irwin: Homewood, IL PROMOTION MANAGEMENT ABC's of Selling, Charles Futrell, Richard D Irwin: Homewood, IL Complete (The) Selling System, Pete Frye, Upstart Publishing Company Golden Mailbox (The): How to Get Rich Direct Marketing Your Product, Ted Nichols, Dearborn Financial Publishing Inc Making Sales: Influence as Interpersonal Accomplishment, Robert Prus, Sage Publications, Newbury Park, CA Promotional Strategy: Managing the Marketing Communications Process, James Engle, Martin, Warshaw, & Thomas Kinnear, Irwin: Homewood, IL Selling Today: A Personal Approach, Gerald L Manning & Barry L Reece, Wm C Brown Publishers 119 PUBLIC RELATIONS Bacon's Publicity Checker, Bacon Publishing Co., 332 S Michigan Avenue, Suite 2020, Chicago, IL 60604 (312) 922-2400 How to Get Quoted & Talked About by the Press, Howard L Shenson, Woodland Hills Lesly's Public Relations Handbook, Phillip Lesly, Englewood Cliffs: Prentice-Hall Publicity: How to Get It, Richard O'Brien, Barnes & Nobel DIRECT-MAIL CATALOGS American Business Directories 5711 S 86th Circle P.O Box 27347 Omaha, NE 68127 Dun's National Business List 49 Old Bloomfield Avenue Mt Lakes Corporate Center II Mt Lakes, NJ 07046 They publish American Consumer Lists, lists of nine million businesses, and a Nationwide Directory of Business This list covers 8,500,000 American businesses The Hugo Dunhill Mailing List Catalog 630 Third Avenue New York, NY 10017 The Polk Mailing List Catalog 6400 Monroe Blvd Taylor, MI 48180 Provides over 1,000 indexed complete national lists TRADE SHOW DIRECTORIES Trade Show & Professional Exhibits Directory Gale Research Inc Book Tower Detroit, MI 48226 (313) 961-2242 120 Associations/Organizations DIRECT MAIL Direct Marketing Association 11 W 42nd Street New York, NY 10036-8096 (212) 768-7277 Mail Advertising Association International 1421 Prince Street Alexandria, VA 22314-2814 (703) 836-9200 National Mail Order Association 3875 Wishire Blvd., Suite 604 Los Angles, CA 90010 (213) 380-3686 MARKETING American Marketing Association 250 S Wacker Drive Chicago, IL 60606 (312) 648-0536 Association for Innovative Marketing 34 Summit Avenue Sharon, MA 02067 (800) 729-1747 National Association of Market Developers 1422 W Peachtree N.W., Suite 500 Atlanta, GA 30309 (404) 892-0244 Marketing Research Association 111 E Wacker Dr., Suite 600 Chicago, IL 60601 (312) 644-6610 Technical Marketing Soceity of America P.O Box 7275 Long Beach, CA 90807 (714) 821-8672 NETWORKING The Network 268 South Bucknell Avenue Claremont, CA 91711 (800) 825-8286 American Business Associates 475 Park Avenue South, 16th Floor New York, NY 10016 (212) 689-2834 LEADS 279 Carsbad Carsbad, CA 92018 (800) 783-3761 LeTip, International 4907 Marina Blvd., Suite 13 San Diego, CA 92117 (800) 255-3847 TRADE SHOW ASSOCIATIONS Trade Show Bureau 1660 Lincoln Street, Suite 2080 Denver, CO 80264 (303) 860-7626 121 a product of the Oklahoma Small Business Development Center and the Service Corps Of Retired Executives SCORE in a partnership program with the U S Small Business Administration This material is based upon work supported by the U.S Small Business Administration under Cooperative Agreement Number 0-7620-0038-16 Any opinions, findings, conclusions, or recommendations expressed in this publication are those of the author(s) and not necessarily reflect the views of the U.S Small Business Administration ... for the brand of coffee specified On one list the requested Nescafe Instant Coffee; on the other Maxwell House Coffee Drip Grind He then asked the housewives to describe the kind of women who... Colors is another way of influencing graphic identity The colors chosen can set the tone of marketing materials The use of color in marketing can be powerful; however, be certain that the colors... experts the experiment and use their available data See page 31 of the handbook for an example.) - Surveys One of the markets that is often forgotten in the marketing process is that of children