Chapter 18
When and Where to Advertise
In This Chapter
◆ Create your personal media plan, tailored to your goals and audience
◆ Find the right timing strategy to stretch your ad dollars
◆ Meet a sales rep and learn how to get him to toe your line
 
As an advertising consultant, I tend to meet people when they have advertising needs. It always begins with a phone call. About half the time, somebody launches into a tale that reveals poor media planning, and almost all the time, that story ends with the same question. “Can you help me get out of this mess?” There was the dentist who bid $200 at a charity auction and got an advertising “hole” in a local magazine but didn’t know what to do with it. There was the cleaning service that bought a radio ...

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