by Bill Cherry The yellow pages are the most powerful advertising medium for certain kinds of businesses. Yellow page directories can be found in every home and almost every business. The total reach (the total number of people who have a directory) is almost 100% of the population. Unlike other media, people use the yellow pages when they are ready to buy. If a buyer needs a lawyer, insurance agent, or a medical specialist he or she will go to the yellow pages to help them decide who they will [...]
by Bill Cherry Introduction What is direct mail and how is it used? Of all of the major types of advertising that businesses use, direct mail can be the most effective; inexpensive to print, inexpensive to mail, and you can target the small business customer better than any other medium. The goal of direct mail advertising is to get the recipient to read it and act. Direct mail doesn’t work “I tried direct mail advertising once and it didn’t work.” I have heard those words hundreds of times from owners [...]
Bill Cherry Outdoor advertising Outdoor advertising is often referred to as billboard advertising. Some people think it can be junky also but it can be very effective reaching a target audience with a sales message. Messages of many kinds of products and services are very effective with outdoor advertising. Short but powerful messages like “Got Mike” or Nike’s “Do it” work the best. Advantages of outdoor advertising 1. Outdoor advertising can reach a larger number of people than TV, radio, newspaper or any other mediums. In fact if you buy [...]
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