Chapter 1

Creating Marketing Communications


Defining your marketing objectives

Generating marketing communications that get results

Figuring out which media channel(s) to tap into

Balancing the reach, frequency, and timing of your ads

Monitoring your ads’ effectiveness

Creative. The very word turns confident people queasy and rational people giddy. It prompts marketers to say such outrageous things as, “Let’s dress up like chickens,” or such well-intended but pointless things as, “Let’s cut through the noise” or “Let’s think outside the box.” Far less often will you hear the conversation turn strategic, with statements like, “Let’s talk in terms that matter to our customers” or “Let’s define what we’re trying to accomplish.”

This chapter helps you set communication objectives and steer past the mistakes that shoot too many ad efforts into the great abyss, where wasted dollars languish.

Note: The first three sections of this chapter help all marketers, whether you present your marketing communications in person, online, with print or broadcast ads, or through direct mail. If you place ads in traditional mass media outlets such as newspapers, magazines, and broadcast stations, stick with this chapter to the end for information on scheduling and evaluating your ads. Then turn to Book 5, Chapters 2 and 3 as you make media selections and produce your ads.

Starting with Good Objectives

Copywriters and designers are talented and creative, but they’re rarely telepathic. They ...

Get Small Business Marketing Strategies All-In-One For Dummies now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.