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Starting a Business All-in-One For Dummies, 3rd Edition
book

Starting a Business All-in-One For Dummies, 3rd Edition

by Eric Tyson, Bob Nelson, The Experts at Dummies
April 2022
Beginner content levelBeginner
656 pages
17h 51m
English
For Dummies
Content preview from Starting a Business All-in-One For Dummies, 3rd Edition

Chapter 5

Creating Marketing Communications That Work

IN THIS CHAPTER

Bullet Defining your marketing objectives

Bullet Generating marketing communications that get results

Bullet Figuring out which media channel(s) to tap into

Bullet Balancing the reach, frequency, and timing of your ads

Bullet 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 apply to small business owners ...

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Publisher Resources

ISBN: 9781119868569Purchase Link