Essays
U.S. Small Business Administration
MT-11
ADVERTISING
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
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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
11
MT-11
ADVERTISING
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
2
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
11
Bibliography: by writing to Government Printing Office, Superintendent of Documents, Washington, DC 20402-9328. Many federal agencies offer publications of interest to small businesses. There is a nominal fee for some, but most are free. Below is a selected list of government agencies that provide publications and other services targeted to small businesses. To get their publications, contact the regional offices listed in the telephone directory or write to the addresses below: Consumer Information Center (CIC) P.O. Box 100 Pueblo, CO 81002 The CIC offers a consumer information catalog of federal publications. Consumer Product Safety Commission (CPSC) Publications Request Washington, DC 20207 The CPSC offers guidelines for product safety requirements. U.S. Department of Agriculture (USDA) 12th Street and Independence Avenue, SW Washington, DC 20250 The USDA offers publications on selling to the USDA. Publications and programs on entrepreneurship are also available through county extension offices nationwide. U.S. Department of Commerce (DOC) Office of Business Liaison 14th Street and Constitution Avenue, NW Room 5898C Washington, DC 20230 DOC 's Business Assistance Center provides listings of business opportunities available in the federal government. This service also will refer businesses to different programs and services in the DOC and other federal agencies. U.S. Department of Health and Human Services (HHS) Public Health Service Alcohol, Drug Abuse and Mental Health Administration 5600 Fishers Lane Rockville, MD 20857 Drug Free Workplace Helpline: 1-800-843-4971. Provides information on Employee Assistance Programs. National Institute for Drug Abuse Hotline: 1-800-662-4357. Provides information on preventing substance abuse in the workplace. The National Clearinghouse for Alcohol and Drug Information: 1-800-729-6686 toll-free. Provides pamphlets and resource materials on substance abuse. U.S. Department of Labor (DOL) Employment Standards Administration 200 Constitution Avenue, NW Washington, DC 20210 The DOL offers publications on compliance with labor laws. U.S. Department of Treasury Internal Revenue Service (IRS) P.O. Box 25866 Richmond, VA 23260 1-800-424-3676 The IRS offers information on tax requirements for small businesses. U.S. Environmental Protection Agency (EPA) Small Business Ombudsman 401 M Street, SW (A-149C) Washington, DC 20460 1-800-368-5888 except DC and VA 703-557-1938 in DC and VA The EPA offers more than 100 publications designed to help small businesses understand how they can comply with EPA regulations. U.S. Food and Drug Administration (FDA) FDA Center for Food Safety and Applied Nutrition 200 Charles Street, SW Washington, DC 20402 The FDA offers information on packaging and labeling requirements for food and food-related products. For More Information A librarian can help you locate the specific information you need in reference books. Most libraries have a variety of directories, indexes and encyclopedias that cover many business topics. They also have other resources, such as ! Trade association information Ask the librarian to show you a directory of trade associations. Associations provide a valuable network of resources to their members through publications and services such as newsletters, conferences and seminars. Books -- Many guidebooks, textbooks and manuals on small business are published annually. To find the names of books not in your local library check Books In Print, a directory of books currently available from publishers. Magazine and newspaper articles -- Business and professional magazines provide information that is more current than that found in books and textbooks. There are a number of indexes to help you find specific articles in periodicals. ! ! In addition to books and magazines, many libraries offer free workshops, lend skill-building tapes and have catalogues and brochures describing continuing education opportunities.