<?xml version="1.0" encoding="UTF-8"?><rss version="2.0"><channel><title><![CDATA[SmallBusinessNotes.com Recent Articles: Advertising & PR]]></title><link>http://www.smallbusinessnotes.com/marketing-your-business/advertising-pr/</link><description></description></channel>
<item><title>Newsletters</title><link>http://www.smallbusinessnotes.com/marketing-your-business/newsletters.html</link><description><![CDATA[ Newsletters are a common publication tool. Newsletters include news, opinions and feature articles on topics of interest to a target audience. Newsletters might also include product or company advertisements as well as ads from non-competing, yet compatible, products or services. The format of newsletters varies from simple, single-sheet, photocopied black and white publications to multi-page, full-color printed pieces that include photos and illustrations. Time, budget and purpose are your only parameters in determining the best newsletter format for your company. Otherwise, be creative. Time, budget and purpose will also affect how often you publish a newsletter. Typical publishing frequencies...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Newsletters, Articles, and Books</title><link>http://www.smallbusinessnotes.com/marketing-your-business/newsletters-articles-and-books.html</link><description><![CDATA[ In contrast to brochures, which generally are marketing material hand-outs, appearing in publications keeps your name in front of customers and subconsciously builds added credibility when the source is a third-party (like a magazine, trade journal, or newspaper). Publications are similar to brochures and advertising in that you have complete control over how the message is presented. Unlike advertising, though, there is typically no additional cost to place the publication, such as paying a newspaper to run your ad. However, publications do have issues related to: Choosing a Designer, Writer, Printer or Publisher Production Mailing So, while the direct...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>America's Ugliest Logo</title><link>http://www.smallbusinessnotes.com/marketing-your-business/americas-ugliest-logo.html</link><description><![CDATA[ Entrepreneur magazine has teamed up with LogoWorks.com, the world's largest provider of corporate identities, to find and make over the ugliest logos in America in Entrepreneur's Ugliest Logo Contest. The contest, aimed at helping small businesses understand the critical importance of branding their businesses, can be entered by visiting www.logoworks.com/uglylogo. Companies can either enter online or by mailing in their ugly logos with the submission form found on the Web site. The deadline for entries is midnight on April 30. The grand-prize winner and 10 runners-up will be announced in August. &amp;quot;As the leading publication dedicated to helping small-business...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Choosing a Designer, Writer, Printer or Publisher</title><link>http://www.smallbusinessnotes.com/marketing-your-business/choosing-a-designer-writer-printer-or-publisher.html</link><description><![CDATA[ The cost of creating and producing publications can vary widely from a few dollars spent at a local copy center to thousands spent with professional designers and printing companies. Time invested up front understanding what a vendor can produce, at what cost and in what time period can make a big difference in producing exactly what you need at a resonable cost. For large or costly projects, it is always a good idea to get estimates from three separate vendors. Some questions to ask of potential vendors no matter what the size of the job are: Cost of Services...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Magazines and Trade Journal Articles</title><link>http://www.smallbusinessnotes.com/marketing-your-business/magazines-and-trade-journal-articles.html</link><description><![CDATA[ Magazine or trade journal articles you write or appear in are excellent promotional tools. Consider writing a short &amp;quot;how to&amp;quot; article for a general interest magazine or trade journal. Writing or being quoted in an article positions you and your company as a leader in your field because print, especially when written by a third party, rightly or wrongly implies truth. You might also recycle a speech you, a senior manager in your company or a subject matter expert made by rewriting it into a magazine article. Some trade journals even reprint speeches. Unlike a publication that you produce...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Radio Public Service Announcements</title><link>http://www.smallbusinessnotes.com/marketing-your-business/radio-public-service-announcements.html</link><description><![CDATA[ Audio Tapes Some radio stations require audio-taped PSAs that are ready to air. Audio PSAs produced by your organization may be as simple as having one person record the scripted message on audio tape; however, you may also incorporate music and sound effects. Write and format the copy for the taped PSA in the same manner as you would prepare live copy for broadcast (see below). Live Copy Many radio stations encourage the preparation of live-copy PSAs, which are short, scripted announcements to be read by the station's on-air talent during regular programming. (&amp;quot;Copy&amp;quot; is a term used to...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Business Clip Art</title><link>http://www.smallbusinessnotes.com/marketing-your-business/business-clip-art.html</link><description><![CDATA[ #1 Free Clip Art Office - Business clip art: calculators, desks, filing, paper clips, people, pins, scissors, staplers, tapes, writing. Business Clip Art and Photos Animated, logos, maps, art and photos. ClipArtGuide.com Computer, business, office, and school clip art. Cool Archive People in various office situations, office equipment, even a quill pen. CoolCLIPS Pictures of business situtations and tools. Groov'n Office Staff Cartoon figures of common types of office characters. Icon Bazaar Computer icons of all types. Internet Clip Art Money, people, constuction tools. Requires a link-back or becoming a member of Intenet Clipart to use the clip art....]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Company Image and Marketing Communications</title><link>http://www.smallbusinessnotes.com/marketing-your-business/company-image-and-marketing-communications.html</link><description><![CDATA[ Operating a Small Business &amp;amp;gt; Marketing &amp;amp;gt; Developing Your Company Image &amp;amp;gt; Company Image and Marketing Communications Your company image can make your marketing communications efforts more or less effective than they would be on their own. Marketing communications are all the activities a business does to reach its target market, including marketing brochures and other marketing messages, advertising, sales promotions, publicity and public relations. Your company image and marketing communications are interdependent, meaning that a change in one influence the other. When you use your company image as the foundation for all marketing communications, you are presenting a...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Press Releases</title><link>http://www.smallbusinessnotes.com/marketing-your-business/press-releases.html</link><description><![CDATA[ Press releases (also called news releases) are used to announce your company's news to journalists in hopes that they will publicize your story. Many news and feature stories published in newspapers or broadcast on radio and TV originate from press releases. Press releases are sent to news reporters and journalists by mail, email or fax. They are also included in Press Kits. Because journalists receive dozens to hundreds of press releases daily, your release will compete with many others for attention. It's worth spending time to make yours the best it can be. Typical press release topics include: Announcing...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Direct Mail</title><link>http://www.smallbusinessnotes.com/marketing-your-business/direct-mail.html</link><description><![CDATA[ Direct mail is a marketing technique in which the seller sends marketing messages directly to the buyer. Unlike other forms of marketing communications, such as TV advertising or placing articles in newspapers through media relations, with direct mail you don't have another medium carrying your message for you. With direct mail, you have total control over the presentation of your message. Direct mail is a unique blend of advertising and sales. While good advertising should certainly lead to sales, direct mail allows you to present the product or service, make an offer and try to close the sale -...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Promoting Your Website</title><link>http://www.smallbusinessnotes.com/marketing-your-business/promoting-your-website.html</link><description><![CDATA[ If you've decided that having a web site is right for your business, what can you do to ensure your target audience discovers it and comes back again and again? (If you're still unsure about whether your business should have a site, read Is Your Business Ready for a Website? and Planning Your Business Web Site.) Start With a Great Web Site... and Stay On Top of It. Developing your web site, just as with other promotional campaigns, requires careful planning. Produce an up-to-date, aesthetically pleasing site with valuable content for your target audience. It's important to have accurate...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>The Advertising Process</title><link>http://www.smallbusinessnotes.com/marketing-your-business/the-advertising-process.html</link><description><![CDATA[ At this very moment, there must be at least nine other companies competing for your customers. Some are in your line of business, while others may be in an entirely different industry. All are trying to convince your customers to buy their goods or services instead of yours. How can you win sales in this competitive environment? One way is with advertising. To understand how advertising works and how to obtain the best results, begin by refreshing your knowledge of the marketing basics. Take another look at the marketing texts on your bookshelf, library, or bookstore - standards such...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Fact Sheet in a Press Release</title><link>http://www.smallbusinessnotes.com/marketing-your-business/fact-sheet-in-a-press-release.html</link><description><![CDATA[ Guidelines for Writing and Formatting Press Releases &amp;amp;nbsp;&amp;amp;nbsp;The Message &amp;amp;nbsp;&amp;amp;nbsp;The Length &amp;amp;nbsp;&amp;amp;nbsp;Lead Time &amp;amp;nbsp;&amp;amp;nbsp;Standards &amp;amp;nbsp;&amp;amp;nbsp;Format &amp;amp;nbsp;&amp;amp;nbsp;Fact Sheet &amp;amp;nbsp;&amp;amp;nbsp;Photos and Photo Captions A Fact Sheet in a press release needs to follow these guidelines: Include a brief fact sheet on products, events or other topics that have multiple details that would clutter a press release. For example, you might issue a press release announcing a new product and include a fact sheet that describes the product's features and benefits in detail. Limit the fact sheet to one page. Include only facts, no quotes. Fact sheets may be written in an...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>The Message in a Press Release</title><link>http://www.smallbusinessnotes.com/marketing-your-business/the-message-in-a-press-release.html</link><description><![CDATA[ Guidelines for Writing and Formatting Press Releases &amp;amp;nbsp;&amp;amp;nbsp;The Message &amp;amp;nbsp;&amp;amp;nbsp;The Length &amp;amp;nbsp;&amp;amp;nbsp;Lead Time &amp;amp;nbsp;&amp;amp;nbsp;Standards &amp;amp;nbsp;&amp;amp;nbsp;Format &amp;amp;nbsp;&amp;amp;nbsp;Fact Sheet &amp;amp;nbsp;&amp;amp;nbsp;Photos and Photo Captions The message should be structured as follows: Keep it simple. Write in the active voice. Active voice: The company offers several products. Passive voice: Several products are offered by the company. Use short, upbeat sentences written in everyday language. Short paragraphs are best. Write factually and objectively. Avoid adjectives. Tell how the information can help the reader, listener or viewer. Even though you're sending a press release to journalists, it's their audience you should keep in mind. Insert...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Photos and Photo Captions in a Press Release</title><link>http://www.smallbusinessnotes.com/marketing-your-business/photos-and-photo-captions-in-a-press-release.html</link><description><![CDATA[ Guidelines for Writing and Formatting Press Releases &amp;amp;nbsp;&amp;amp;nbsp;The Message &amp;amp;nbsp;&amp;amp;nbsp;The Length &amp;amp;nbsp;&amp;amp;nbsp;Lead Time &amp;amp;nbsp;&amp;amp;nbsp;Standards &amp;amp;nbsp;&amp;amp;nbsp;Format &amp;amp;nbsp;&amp;amp;nbsp;Fact Sheet &amp;amp;nbsp;&amp;amp;nbsp;Photos and Photo Captions Photos and Photo Captions in a press release need to follow these guidelines: Photos are optional but may be included with staff appointments, new product releases or event announcements. Hire a professional photographer, if possible. Photos of people are more interesting when the people are in action, however simple head shots may be used for promotion or appointment announcements. For newspapers, the usual format is a 5x7 or 8x10 black and white photo. It is a good idea...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Guidelines for Writing and Formatting Press Releases</title><link>http://www.smallbusinessnotes.com/marketing-your-business/guidelines-for-writing-and-formatting-press-releases.html</link><description><![CDATA[ A good press release needs to meet the following guidelines: Message Length Lead Time Standards Format Fact Sheet Photos and Photo Captions Information courtesy of the Small Business Administration. &amp;amp;nbsp; Printable Version of the Full Guidelines Sample Press Release Public Relations Marketing a Small Business Books on Marketing a Small Business...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Sample Press Release</title><link>http://www.smallbusinessnotes.com/marketing-your-business/sample-press-release.html</link><description><![CDATA[ Guidelines for Writing and Formatting Press Releases &amp;amp;nbsp;&amp;amp;nbsp;The Message &amp;amp;nbsp;&amp;amp;nbsp;The Length &amp;amp;nbsp;&amp;amp;nbsp;Lead Time &amp;amp;nbsp;&amp;amp;nbsp;Standards &amp;amp;nbsp;&amp;amp;nbsp;Format &amp;amp;nbsp;&amp;amp;nbsp;Fact Sheet &amp;amp;nbsp;&amp;amp;nbsp;Photos and Photo Captions Here is an example of a typical press release: Office of Advocacy U.S. Small Business Administration NEWSRELEASE For Release: September 28, 2006 Contact: John McDowell,(202) 205-6941 john.mcdowell@sba.gov SBA Number: 06-17 ADVO Small Business Drives The U.S. Economy Represent 99.7 Percent Of All Businesses, Employ 57.4 Million WASHINGTON, D.C. - Small business continues to drive the United States economy, according to a report issued today by the Office of Advocacy of the U.S. Small Business Administration. Newly released data...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>The Length of a Press Release</title><link>http://www.smallbusinessnotes.com/marketing-your-business/the-length-of-a-press-release.html</link><description><![CDATA[ Guidelines for Writing and Formatting Press Releases &amp;amp;nbsp;&amp;amp;nbsp;The Message &amp;amp;nbsp;&amp;amp;nbsp;The Length &amp;amp;nbsp;&amp;amp;nbsp;Lead Time &amp;amp;nbsp;&amp;amp;nbsp;Standards &amp;amp;nbsp;&amp;amp;nbsp;Format &amp;amp;nbsp;&amp;amp;nbsp;Fact Sheet &amp;amp;nbsp;&amp;amp;nbsp;Photos and Photo Captions The length of a press release should follow these guidelines: Try to limit your news to one page. It should be no longer than two pages. A fact sheet and/or photo may be attached, if needed. If your release spills over to a second sheet, try to end the first page with a completed paragraph, or at least a completed sentence. Type &amp;quot;-more-&amp;quot; in the bottom center at the bottom of the first page so the reader knows...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Lead Time in a Press Release</title><link>http://www.smallbusinessnotes.com/marketing-your-business/lead-time-in-a-press-release.html</link><description><![CDATA[ Guidelines for Writing and Formatting Press Releases &amp;amp;nbsp;&amp;amp;nbsp;The Message &amp;amp;nbsp;&amp;amp;nbsp;The Length &amp;amp;nbsp;&amp;amp;nbsp;Lead Time &amp;amp;nbsp;&amp;amp;nbsp;Standards &amp;amp;nbsp;&amp;amp;nbsp;Format &amp;amp;nbsp;&amp;amp;nbsp;Fact Sheet &amp;amp;nbsp;&amp;amp;nbsp;Photos and Photo Captions Handle Lead time as follows: Since publication schedules vary, contact each media outlet to determine the best timing for sending your releases. In general, weekly or monthly magazines should receive your news several weeks in advance. Send releases to daily newspapers at least one week in advance, if possible. Information courtesy of the Small Business Administration. &amp;amp;nbsp; Printable Version of the Full Guidelines Sample Press Release Public Relations Marketing a Small Business Books on Marketing a Small Business...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Advertising</title><link>http://www.smallbusinessnotes.com/marketing-your-business/advertising.html</link><description><![CDATA[ Think of advertising as a tool - one that belongs on the toolbelt called marketing communications. Other tools on this toolbelt are public relations and the sales process. Some belts will also include direct marketing and other tools. Like all tools, advertising can be used for some jobs, but not for others. For example, you can use a hammer to pound in a nail. It does this very well. You can also use a screwdriver handle to pound in a nail. It might work, but why not use the correct tool and save yourself the effort and the possibility...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Marketing Brochures and Flyers</title><link>http://www.smallbusinessnotes.com/marketing-your-business/marketing-brochures-and-flyers.html</link><description><![CDATA[ Marketing collateral is a term used for printed materials used to present information about your business and its capabilities, products or services. It can include brochures, flyers, fact sheets, direct mail pieces, and other communications pieces that are produced directly by the company. All of your company's printed pieces should be in tune with your overall marketing message and company image. When planning the production of marketing collateral, special consideration should be given to the following elements: Design and Layout Is the material visually attractive and appealing? Does it invite the reader to open it or read further? Do...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Anatomy of a Successful Ad</title><link>http://www.smallbusinessnotes.com/marketing-your-business/anatomy-of-a-successful-ad.html</link><description><![CDATA[ Successful advertisements share some common elements, which you should keep in mind when developing your advertising campaign. They are simple, clear, honest, informative, customer-oriented and attempt to answer: Who -- What -- Where -- When -- Why -- How The heart of an ad is its message or the primary benefit you want your target audience to understand about your product or service. Your message can address one or more of the following: Why prospects should buy your product and not your competitors'. Why customers should buy your product again. Why anyone should buy your product at all. Messages...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Business Image</title><link>http://www.smallbusinessnotes.com/marketing-your-business/business-image.html</link><description><![CDATA[ It is no longer enough just to sell your service or product. You need to aim your service or product at a particular market and inform that market of your product or service. Let them know that what you sell is meant for them and why. Smart positioning depends on understanding the target market and the image that market expects to see when buying your product or service. This article will guide you through the process of identifying key characteristics of your product or service and then highlighting them through the public face your business puts on by projecting...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Format of a Press Release</title><link>http://www.smallbusinessnotes.com/marketing-your-business/format-of-a-press-release.html</link><description><![CDATA[ Guidelines for Writing and Formatting Press Releases &amp;amp;nbsp;&amp;amp;nbsp;The Message &amp;amp;nbsp;&amp;amp;nbsp;The Length &amp;amp;nbsp;&amp;amp;nbsp;Lead Time &amp;amp;nbsp;&amp;amp;nbsp;Standards &amp;amp;nbsp;&amp;amp;nbsp;Format &amp;amp;nbsp;&amp;amp;nbsp;Fact Sheet &amp;amp;nbsp;&amp;amp;nbsp;Photos and Photo Captions The format of the press release needs to follow these guidelines: Type on only one side of a letter size piece of paper. Never print text on the back side of the paper. Double-space the text so it can be easily read. Indent all paragraphs. Leave at least one inch margins on all sides. This gives the reporter space for editing, and makes your text easier to scan. Information courtesy of the Small Business Administration. &amp;amp;nbsp; Printable Version...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Standards in a Press Release</title><link>http://www.smallbusinessnotes.com/marketing-your-business/standards-in-a-press-release.html</link><description><![CDATA[ Guidelines for Writing and Formatting Press Releases &amp;amp;nbsp;&amp;amp;nbsp;The Message &amp;amp;nbsp;&amp;amp;nbsp;The Length &amp;amp;nbsp;&amp;amp;nbsp;Lead Time &amp;amp;nbsp;&amp;amp;nbsp;Standards &amp;amp;nbsp;&amp;amp;nbsp;Format &amp;amp;nbsp;&amp;amp;nbsp;Fact Sheet &amp;amp;nbsp;&amp;amp;nbsp;Photos and Photo Captions Standards for the press release need to follow these guidelines: Print the release on your company's letterhead (or with a top heading that includes your business name, address, phone and fax numbers). Type &amp;quot;News Release&amp;quot; at the top of the page so the journalist knows immediately what it is. Indicate whether the announcement is for immediate release or for release on a later date. For example, you can type: &amp;quot;For Immediate Release,&amp;quot; &amp;quot;For Release on Month/Day/Year,&amp;quot; or &amp;quot;For...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Marketing Ideas Related to Public Relations</title><link>http://www.smallbusinessnotes.com/marketing-your-business/marketing-ideas-related-to-public-relations.html</link><description><![CDATA[ Update your media list often so that press releases are sent to the right media outlet and person. Write a column for the local newspaper, local business journal or trade publication. Publish an article and circulate reprints. Send timely and newsworthy press releases as often as needed. Publicize your 500th client of the year (or other notable milestone). Create an annual award and publicize it. Get public relations and media training or read up on it. Appear on a radio or TV talk show. Create your own TV program on your industry or your specialty. Market the show to...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Marketing Ideas Related to Networking and Word-of-mouth</title><link>http://www.smallbusinessnotes.com/marketing-your-business/marketing-ideas-related-to-networking-and-word-of-mouth.html</link><description><![CDATA[ Join a Chamber of Commerce or other business organization. Join or organize a breakfast club with other professionals to discuss business and network referrals. Mail a brochure to members of organizations to which you belong. Serve on a city board or commission. Host a holiday party. Hold an open house. Send letters to attendees after you attend a conference. Join a community email list on the Internet. Back to Marketing Ideas &amp;amp;nbsp; More Marketing Ideas Books on Marketing a Small Business Operating a Small Business...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Marketing Ideas Related to Advertising</title><link>http://www.smallbusinessnotes.com/marketing-your-business/marketing-ideas-related-to-advertising.html</link><description><![CDATA[ Advertise during peak seasons for the type of products or services you sell. Get a memorable phone number, such as &amp;quot;1-800-WIDGETS.&amp;quot; Obtain a memorable URL and email address and include them on all marketing materials. Provide Rolodex cards or phone stickers pre-printed with your business contact information. Promote your business jointly with other professionals via cooperative direct mail. Advertise in a specialty directory or in the Yellow Pages. Write an ad in another language to reach a non-English-speaking market. Place the ad in a publication that market reads, such as a Hispanic newspaper. Distribute promotional products such as pens,...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Cable Television as an Advertising Medium</title><link>http://www.smallbusinessnotes.com/marketing-your-business/cable-television-as-an-advertising-medium.html</link><description><![CDATA[ Advantages You can buy time on programs that have very specific audiences. For example, you might buy onto a show that is about caring for infants to reach young mothers, or you might buy onto a show about sewing, wallpapering, landscaping, auto repair, local musicians, or book reviews and reach a more clearly defined audience than if you bought time on a network show with bigger ratings and a higher price tag. The cost is lower than broadcast TV because you are reaching a smaller audience. Production costs may be more affordable. You may find more innovative production people...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Outdoor/Billboard as an Advertising Medium</title><link>http://www.smallbusinessnotes.com/marketing-your-business/outdoor-billboard-as-an-advertising-medium.html</link><description><![CDATA[ Advantages Big, splashy messages attract attention. Using this medium you must be short and to the point. Your ad has impact. Technology is allowing for more and more innovations like talking, moving, smoking, changing and twinkling billboards. Hot air balloons, blow-ups, flags, banners and other eye-catching devices are an option, too. You can even hire &amp;quot;rolling billboards&amp;quot; on the back of a truck that drives a route you choose to make sure your billboard is seen by the right audience numerous times. Your ad reaches lots of people, many of whom see it repeatedly as they travel regular routes....]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Magazine as an Advertising Medium</title><link>http://www.smallbusinessnotes.com/marketing-your-business/magazine-as-an-advertising-medium.html</link><description><![CDATA[ Advantages Great color and photo reproduction are possible in magazines that are printed on slick or high-grade paper. Selecting a targeted audience can be easy. Guess who reads Golf Pro, Old House Restoration, and Bikers' World? Furthermore, some magazines have images of their own. They might be considered an authority in their subject area or prestigious, hip, or reliable and this image can rub off on advertisers' messages. Magazines have quite a range of layout flexibility. Ads can contain color or fragrance samples. They can have moving pieces, pop-ups, or carry microchips for sound. Photos can bleed off the...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Radio as an Advertising Medium</title><link>http://www.smallbusinessnotes.com/marketing-your-business/radio-as-an-advertising-medium.html</link><description><![CDATA[ Advantages Radio messages are mobile. They can be heard at work, on the beach, in the shower, in the dentist's chair or even while shopping in your store. Radio is an intrusive medium. A listener does not have to be actively involved in getting your message to hear it. Radio allows for target selection based on: Geography - listeners will be in a concentrated area defined by the station's signal, Time of day - the audience will change between morning drive, midday and overnight programming. Format - different audiences can be reached by choosing different formats such as talk...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Broadcast Television as an Advertising Medium</title><link>http://www.smallbusinessnotes.com/marketing-your-business/broadcast-television-as-an-advertising-medium.html</link><description><![CDATA[ Broadcast Television is &amp;quot;free TV&amp;quot; transmitted over the air and is most commonly associated with large TV networks such as ABC, NBC, CBS and Fox. Advantages TV offers your message sight, sound, motion, color and all the special effects you can afford. It is a powerful medium with sensual impact. TV ads are intrusive in nature. The viewer does not have to be actively involved to receive your message. TV allows for target selection based on: Geography - Where the signal reaches. (Don't forget to check if the station is carried elsewhere on cable TV.) Time of day -...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Transit as an Advertising Medium</title><link>http://www.smallbusinessnotes.com/marketing-your-business/transit-as-an-advertising-medium.html</link><description><![CDATA[ Transit advertising includes ads seen on buses, subway cars and entries, trains and taxis. Advantages Exposure to one ad can be long if the ad is inside a transit vehicle. Frequency, the number of times a viewer is exposed to an ad, may be high if the viewer uses the same method of transportation repeatedly. For example, a person may ride the same subway to and from work 10 times a week. Ads on the exterior of buses and cabs are seen by large and diverse audiences. You can also say that some of the audience is captive, too,...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Newspaper as an Advertising Medium</title><link>http://www.smallbusinessnotes.com/marketing-your-business/newspaper-as-an-advertising-medium.html</link><description><![CDATA[ Advantages Newspapers are still the number one media for local advertisers in terms of where advertising dollars are spent. Daily newspapers reach a broad audience. The audience is locally or regionally concentrated. Consumers often look for ads in newspapers, so their mood may already be more receptive to your message. Newspapers deliver timely messages because they have an established, regular publishing schedule such as daily, weekly or monthly. This allows you to tailor your message to current events, such as weekend entertainment or April tax time. The immediacy of a daily newspaper's news will cause readers to pick it...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>How Advertising Differs From Public Relations</title><link>http://www.smallbusinessnotes.com/marketing-your-business/how-advertising-differs-from-public-relations.html</link><description><![CDATA[ All business owners have a common goal. To see that their product, whether it takes the form of hard goods, a service, or an idea, gets to the end user where it is purchased. This process of getting the product to the user and all the decisions made to facilitate this movement is called Marketing. &amp;quot;Marketing&amp;quot; means focusing all efforts having to do with Production, Pricing, Promoting, and Placing the product on people - selected groups called target markets - rather than the product itself. Promotion is the arm of marketing that lets you communicate with people. The common...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>How Public Relations Differs From Advertising</title><link>http://www.smallbusinessnotes.com/marketing-your-business/how-public-relations-differs-from-advertising.html</link><description><![CDATA[ Advertising and Public Relations are sometimes thought to be different names for the same thing. While they are both methods of promoting your business, some of the differences are show in the table below: &amp;amp;nbsp; Advertising Public Relations Cost Involves not only the cost of creating the message (the print, radio or TV commercials), but also the cost of paying a media outlet to deliver the message. Involves primarily the costs of developing the positive information about the company, owner or product - messages you hope to communicate to your market and community. Control You control the message and...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Public Speaking and Conferences</title><link>http://www.smallbusinessnotes.com/marketing-your-business/public-speaking-and-conferences.html</link><description><![CDATA[ Business owners are often invited to make presentations, participate in panel discussions or speak at conferences and meetings. Public speaking is, in fact, a public relations opportunity to establish yourself or your employees as leaders or experts in your field. Experts often receive positive publicity at no expense that leads to favorable positioning in the minds of customers and investors. Not everyone is an &amp;quot;ideal&amp;quot; speaker, so choose the best speaker from your group to represent your company. This might not be you, even if you're the CEO or the business owner. Be objective and evaluate who, within your...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Internet as an Advertising Medium</title><link>http://www.smallbusinessnotes.com/marketing-your-business/internet-as-an-advertising-medium.html</link><description><![CDATA[ There are two primary ways to advertise on the Internet: Register your Web site with major search engines so Internet visitors can find you. Place a banner ad for your site on another Web site that has a lot of traffic (viewers). Banner ads allow viewers to visit your site when they click on the banner. Advantages Relatively cost-effective. The costs can also be independent of the size of the audience. For example, a Web presence will cost the same regardless of how many viewers your site has. (You will, however, need to make sure your Internet Service Provider...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Television Public Service Announcements</title><link>http://www.smallbusinessnotes.com/marketing-your-business/television-public-service-announcements.html</link><description><![CDATA[ For television, there must be a visual component to the story. Most of the the guidelines for radio PSAs are applicable to television PSAs, with two exceptions: The question to be asked of the TV station is whether three-quarter inch or one-inch video tape is preferred (not cassette or reel-to-reel). Format the verbal (audio) message of your PSA in the same manner as you would prepare live copy for radio broadcast (see above) with one exception - format script pages so that the text of the audio portion is on the right side and a description of what is...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Effective Online Marketing</title><link>http://www.smallbusinessnotes.com/marketing-your-business/effective-online-marketing.html</link><description><![CDATA[ With new sites on the World Wide Web popping up daily, it's hard to stand out in the crowd. That's why setting up a website is only the first step to effective online marketing, says Jay Conrad Levinson, Entrepreneur columnist and author of Guerrilla Marketing. &amp;quot;You can have the best website in the world,&amp;quot; he says, &amp;quot;but if people don't know about it, it's going to be a loser.&amp;quot; His tips to help market your business online: Choose a name for your website carefully. Internet domain addresses signify your inherent importance in a world teeming with unknown subdomains. If,...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Public Service Announcements</title><link>http://www.smallbusinessnotes.com/marketing-your-business/public-service-announcements.html</link><description><![CDATA[ Public Service Announcements (PSAs) are short, &amp;quot;non-commercial&amp;quot; announcements prepared to provide information to the public. A non-commercial announcement contains information that benefits its intended audience, rather than the company that created it. For example, a PSA that provides health information differs from an ad that promotes the sale of a health product. Consequently, most PSAs are produced by nonprofit associations, but commercial, for-profit organizations may also use them to promote their nonprofit activities and events. Free air time (usually 10- to 60-second spots) on television and radio is available to groups such as community associations, advocate groups, nonprofit organizations...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Press Kit</title><link>http://www.smallbusinessnotes.com/marketing-your-business/press-kit.html</link><description><![CDATA[ A press kit is a set of materials designed to communicate your message in detail to reporters and media directors. It is used to help reporters and directors gain an understanding of your company, product or service so they will write about it. Press kits are an excellent tools for developing effective working relationships with media representatives of newspapers, magazines, radio, cable and television. They should be included as part of your media relations campaign. A good relationship with the media is vital to getting good news coverage. You may send the kit to the media when you make...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Marketing on the Internet</title><link>http://www.smallbusinessnotes.com/marketing-your-business/marketing-on-the-internet.html</link><description><![CDATA[ The most commonly used Internet marketing tools are email and the World Wide Web. They open up entirely new &amp;quot;virtual locations&amp;quot; for you to market, promote and sell your products and services. Some ideas about how to integrate email and web marketing strategies into your overall marketing strategy follow. Email Marketing Ideas Broadcast your email address like a phone number. Include your email address on your business cards, brochures and letterhead. Include it anytime you list your phone number. Add your email address to all of your press releases and press materials. If you have an actively maintained email...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Direct Mail as an Advertising Medium</title><link>http://www.smallbusinessnotes.com/marketing-your-business/direct-mail-as-an-advertising-medium.html</link><description><![CDATA[ Advantages Allows you to target your message to a very specific audience. Pick one street of houses or all residents of a city. Target college freshmen or just college freshmen at one college who own a car. Mail to all of your customers or just to those who spend an average of $25 per visit to your store. The possibilities are as endless as your mailing lists accuracy allows. This is a relatively expensive medium. However, if you are able to focus on only high-probability purchasers, cost effectiveness can be good. Direct mail messages can be personalized to add...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Six Essentials of a Successful Ad Program</title><link>http://www.smallbusinessnotes.com/marketing-your-business/six-essentials-of-a-successful-ad-program.html</link><description><![CDATA[ If you are new to advertising or if you're using media or publications you haven't tried before, it's important to assign your ads to outside specialists rather than try to create them yourself. These specialists may be the creative group at an advertising agency, a freelance writer and designer, or the ad department of the newspaper, magazine, TV channel, or radio station where you plan to advertise. Such people are experienced in translating information about a product or service, target market, U.S.P., and goals into advertising that suits each medium and conveys an effective image and sales message. Moreover,...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Internet Marketing</title><link>http://www.smallbusinessnotes.com/marketing-your-business/internet-marketing.html</link><description><![CDATA[ The new online medium of the Internet allows millions of people to access information through text, graphics, video, audio, message boards and interactive live chats. Current and potential customers as well as suppliers, employees, competitors and colleagues from around the world can access your web site. Few will find your site, and fewer still will want to spend time in it, unless it's engaging and informative. To learn how to create such a site, spend time reading about Internet marketing. Read articles like Doing Business on the WWW. Surf the Web to see for yourself what works. Your experience...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Step-by-Step Plan for Planning and Creating an Effective Media Campaign</title><link>http://www.smallbusinessnotes.com/marketing-your-business/step-by-step-plan-for-planning-and-creating-an-effective-media-campaign.html</link><description><![CDATA[ The steps in planning and creating an effective media campaign are: Step 1. Decide what you want to achieve. Some examples are: Gaining positive coverage or exposure of your product or service Enhancing your company's image and reputation Attracting and communicating with prospective clients Creating a closer community or professional ties Step 2: Clearly define a hook that will increase the interest of the media. Tie your story in with a news event of the day or week Develop a community program around your story Conduct a poll or survey Issue a special report Celebrate an anniversary Present an...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Advertising Pitfalls</title><link>http://www.smallbusinessnotes.com/marketing-your-business/advertising-pitfalls.html</link><description><![CDATA[ Perhaps the greatest obstacle to good advertising is excess. Ads can end up so crammed with ideas and features that they appear dense and uninviting. If over-designed, they can be more artistic than motivational, obscuring the sales message. If over-written, they can become too subtle or cute. Certainly, some of the best ads ever created are clever and visually arresting, but good ads must also sell. Similarly, selling points may over-promise. Use &amp;quot;largest,&amp;quot; &amp;quot;best,&amp;quot; and other superlatives only if you can back them up. Avoid any claim that could be construed as deceptive. In addition, make sure the overall...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>The Right Medium For Your Advertising</title><link>http://www.smallbusinessnotes.com/marketing-your-business/the-right-medium-for-your-advertising.html</link><description><![CDATA[ Your choice of media for advertising depends on what you want to accomplish and who you wish to reach. Common sense will guide you in many instances, but the following information may help you better understand the strengths and weaknesses of the various media. Choosing the best media for your advertising depends on four factors: Your objective. What do you want the advertising to accomplish and by when? Your advertising objectives should be clear and written. Writing them down forces you to be specific. These objectives should be included in your promotion plan. Most importantly, your advertising objectives should...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>How to Create an Effective Yellow Pages Ad</title><link>http://www.smallbusinessnotes.com/marketing-your-business/how-to-create-an-effective-yellow-pages-ad.html</link><description><![CDATA[ Yellow Pages ads resemble no other kind of advertising. They're not aimed at motivating consumers to buy a product, but rather convincing them to buy a desired product from a particular company. As companies attract business by showing they've got whatever consumers may want, Yellow Pages ads also tend to be full of brand names and information. The first thing your ad must do is get itself read. Here, your success depends partially on which Yellow Pages directory (or directories) you choose to place your ad. The bottom line is to get the greatest amount of exposure, so compare...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>What's In an Ad?</title><link>http://www.smallbusinessnotes.com/marketing-your-business/whats-in-an-ad.html</link><description><![CDATA[ Print ads generally have four written parts - headline, support copy, call to action, and company name - plus a visual. Visuals are usually more important than copies; they're more effective in attracting readers' attention and can instantly present your product or service in a dramatic and motivating way. Unless you're commissioning your own original artwork or photography, the visuals you'll use will probably be either drawings and photographs from your suppliers or non-copyrighted artwork (clip art) found in clip art books and scrap art computer programs. Choose the strongest visual among them - the one that best draws...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Preparing For TV &amp;amp; Radio Interviews</title><link>http://www.smallbusinessnotes.com/marketing-your-business/preparing-for-tv-amp-radio-interviews.html</link><description><![CDATA[ Your media relations campaign has paid off and you've been asked to appear as a guest on a TV or radio program. The following information should help you prepare for a TV or radio guest appearance. Gather Background Information First and foremost, learn all you can about the reporter or interviewer. What is their style? Are they experienced or knowledgeable about your field of expertise? Secondly, learn all you can about the media program. What is the program's reputation? Is the show known for its cutting-edge reports? What are the demographics of the show's audience? What's the format (talk...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Getting Your Company Mentioned In Publications</title><link>http://www.smallbusinessnotes.com/marketing-your-business/getting-your-company-mentioned-in-publications.html</link><description><![CDATA[ Ever wondered how a trade journal, newspaper or magazine reporter knew to call an individual they quoted in an article? Industry experts are invaluable sources of information for journalists, providing up-to-the minute information not available anywhere else. But journalists are frequently too busy to seek out all but the most obvious experts. Instead, they rely on contacts they've made, many of which have been initiated by business owners or company representatives. The advantage to you of being included in articles is that it lends a third-party credibility to your message. Readers know that reporters check out the facts and...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Media Campaign</title><link>http://www.smallbusinessnotes.com/marketing-your-business/media-campaign.html</link><description><![CDATA[ A good public relations campaign will help develop the image and reputation of your business. A campaign is a program of promotional activities intended to accomplish a specific objective. A campaign may be short and tightly focused or long with a broader focus. For example, a florist might develop a short and focused public relations campaign for Secretary's Day or Mother's Day. A longer term, broadly focused public relations campaign might have general messages promoting giving flowers as a form of expression to others. Public relations campaigns can even help condition your market to being more responsive to your...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Advertising Myths</title><link>http://www.smallbusinessnotes.com/marketing-your-business/advertising-myths.html</link><description><![CDATA[ There are some things that advertising, by itself, can't do. Let's dispel a few of the most common misconceptions. We'll call them advertising myths. Myth #1: If a product isn't selling well, advertise it. Advertising - even the most clever, funniest, most expensive advertising - can't make people buy something they don't want. It can create awareness of a product, it can even get people to come see the product. But if people know that they don't like or need the product, advertising won't help sell it. In fact, advertising can backfire: You could end up drawing attention to...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Seven Steps to Getting Known - Guerrilla Public Relations</title><link>http://www.smallbusinessnotes.com/marketing-your-business/seven-steps-to-getting-known-guerrilla-public-relations.html</link><description><![CDATA[ Jill Lublin is the guest writer for this article. She is an internationally acclaimed speaker on public relations and marketing topics. Public relations is human relations and a critical aspect of growing your business. Everything you say and do is part of your PR campaign. It is the image you project every day to everyone you meet. It is about you and your company becoming a force in the public eye on a regular basis PR that you undertake yourself can be a primary way to grow your business and become known without major expense. There are seven basic...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Developing Your Company Image</title><link>http://www.smallbusinessnotes.com/marketing-your-business/developing-your-company-image.html</link><description><![CDATA[ What visions, feelings and thoughts come to mind when you think of Walmart, Johnson &amp;amp;amp; Johnson, Ben &amp;amp;amp; Jerry's Ice Cream or Nike? The mention of each company name probably called to mind some type of thought, feeling or vision, whereas Sally's Imports (a store you are probably not familiar with) does not. That's because each of the first four companies has created a distinguishable company image. A company image is the combination of the thoughts, feelings, beliefs, opinions and visions people have about you, your products and services, or your company. Note, it is what others think and...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Public Relations</title><link>http://www.smallbusinessnotes.com/marketing-your-business/public-relations.html</link><description><![CDATA[ Public Relations (often referred to as PR) includes activities intended to promote understanding of your company or product and to promote goodwill toward you, your company and its products. Through PR activities you may assess and influence public opinion by delivering messages without incurring direct media costs. Public Relations is often confused with advertising. In fact, it is often considered to be &amp;quot;free advertising.&amp;quot; To learn more about the differences between advertising and public relations, see How Public Relations Differs From Advertising. Some of the tools commonly used in Public Relations are: Community Outreach Help build community by participating...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Promoting Your Business</title><link>http://www.smallbusinessnotes.com/marketing-your-business/promoting-your-business.html</link><description><![CDATA[ Promotion refers to marketing activities that create awareness of your business and/or product. These activities get the word out so potential customers know what you have to offer. Promotion also includes activities such as community involvement, sponsorship of special events and giving away specialty items (keychains, hats, pens). These activities allow you to subtly promote your product or company because the focus is on the event or specialty item. Your company's name is simply associated with the event or specialty item. The type of promotional activities you choose helps to create and affirm your company image. For example, if...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item><item><title>Setting Advertising Goals</title><link>http://www.smallbusinessnotes.com/marketing-your-business/setting-advertising-goals.html</link><description><![CDATA[ Spending money on advertising without first establishing goals not only wastes money, time and effort, but could do more harm for your business than good by sending the wrong message. Even advertising with a specific plan in mind is still no guarantee of success. Advertising is much more of an art than a science. Some items for you to consider when setting goals for your company's advertising strategy: What target market do you want to reach? What image do you want to portray? What product or service do you want to emphasize? How much money can you spend? When...]]></description><pubDate>November  1, 2010  5:15 PM</pubDate></item></rss>