INTRODUCTION
NEWSPAPER ADVERTISING
Some Disadvantages with Newspaper Advertising 1
How Should I Work with My Newspaper Representative 2
Buying Newspaper Advertising Space 2
MAGAZINE ADVERTISING 3
RADIO ADVERTISING
What Are Some of the Good Things About Radio? 3
What Are Some Limitations to Radio Advertising? 4
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
SPECIALTY ADVERTISING 10
CONCLUSION 10
APPENDIX: INFORMATION RESOURCES 11
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