ࡱ> Root EntryRoot Entry FU?JFk&Data a1Table6TMacros `H?@ABCDEFGHIJKLMNOPQRSTUVWXYZ[\]^_`bcdefghlkmnopqrstuvwyz{|}CompObjjObjectPool=JFk=JFkWordDocument&)MSDigSig(Author)$8SummaryInformation( &DocumentSummaryInformation8VBA`H?@ABCDEFGHIJKLMOQRTVWXY[\^_`abcdefghijklmnopqrtuvwxyz{|}~՜.+,D՜.+,X px  /  Advertising Base Analysis Title 8@ _PID_HLINKSA`m=msbp://-r:1A50C2BE/Oh+'0% 4@ \ h t Advertising Base Analysis dveMicrosoft Corporation iicr adv_base.dotporMicrosoft Corporation i5crMicrosoft Word 9.0o@G@6~@d@4G$VT$mP &WordMicrosoft Word   @Times New Roman*wgw  - 2  05/29/98   2 w 5 '@"Verdana !w*wgw  - - !6-  2   - - '@"TahomaH !w*wgwH  - - !6-  &2  Advertising Base A    2  nalysis   2 W   - - ' - !l-  - !lI - - !-- !-- !-- !_ -- !_ -- !l-- !l_ -@"Tahoma !w*wgw  - 2 = d 't2 oF A successful promotional campaign requires answers to these questions:               2 o d '- !4-- !4-- !4-- !4-- !4^ -- !d6-- !d6^ -@"Tahoma !w*wgw  --2  1. 2  .&-2  Who?"-2 Ql Who are your customers and prospects? You have already segmented your markets, so you can describe who the "                     ',2  promotion is aimed at.      2 i h '- 2 1 h '- !-- !^ --2  2. 2  .&-2  Why?"-=2 P! What are you trying to accomplis "       2 T h? Increase sales? Introduce a new product? Retain or increase market share? Create                 ',2  or maintain an image?       2 r h '- 2  h '- !\-- !\^ --2 P 3. 2 P .&-2 P When?"-72 Pf Timing in advertising is all          2 P& -hg2 P4= important. The best promotion will fail if the timing is off.              2 P h '- 2  h '- !-- !^ --2  4. 2  .&-2  What?"-L2 _+ What specific products or services are yout "        e2 &< trying to move? What are their unique selling propositions?     "           2  h '- 2 # h '- !-- !^ --2  5. 2  .&-2  Where?"-M2 s, What media would be best for your campaign? "           2  h '- 2  h '- !N-- !N^ --2  6. 2  .&-2  How?-2 Pp Leave this one to your advertising agency. You have enough to do running your business. You have to review and                            '+2 B approve the campaign.u    2 Bp o '- 2 } o '- !-- !^ -- 2  o '2   The details    2 K o%2 i the where and how      2  o2 q are less important than getting your message out. Your ad agency will save you a lot of time here, help you make                            '%2  the right choicest    2  om2 A and make the deadlines. Many good campaigns are sabotaged by well             2  -o 52  intentioned business owners       42 _ who know a lot about their        '2 E business but little about advertising and promotion. Unfortunately, everyone thinks he or she is a good copywriter and art director. Nothing could                                     '22 w be further from the truth.       2 w o ' 2  o '- !,-- !-- !-- !-- !,^ -- !^ -- !^ -- 2  oSystem    -                           0/ *H  010 *H 0g +7Y0W03 +70%7)O•0 0 *H KGs.ljvAJ|?00)ъĽ5ǛSV0  *H 010U VeriSign Trust Network10U VeriSign, Inc.1,0*U #VeriSign Time Stamping Service Root1402U +NO LIABILITY ACCEPTED, (c)97 VeriSign, Inc.0 970512070000Z 991231070000Z010U VeriSign Trust Network10U VeriSign, Inc.1,0*U #VeriSign Time Stamping Service Root1402U +NO LIABILITY ACCEPTED, (c)97 VeriSign, Inc.00  *H 0. h|,-.  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