Tham khảo tài liệu 'small business marketing for dummies second edition by barbara findlay schenck_15', kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Index Numerics 3M statement of purpose 63 80 20 rule 313 A abbreviations in e-mail 84 About Small Business Web site 337 accessibility of Web site 259 account executive 119 accountability for advertising agency project 125 action plan 335 ad proof 161 address e-mail 249 addressing direct mail 203 AdSense program Google 271 advantages associated with business 93 of small business marketing 14 advertising. See also broadcast advertising media plan media schedule print advertising big idea landing on 139 brainstorming ideas 140 creative process 138-139 definition of 10 elements of good ad 137-138 evaluating 152-153 forgetting curve and 151 golden rules of 140-141 image versus product 136 image-plus-product 136-137 mass media 191 moving market through 135-136 online 270-271 professional hiring 138 prospective customer reaching 137 role of 135 terminology 161 tracking response to 20 Advertising Age magazine 339 advertising agency choosing and working with 120 client-agency agreement 124-126 deciding to hire 118-119 fees 126-127 presentations and interviews 123-124 proposal requesting 122-123 selection criteria for 120-121 short list creating 121-122 television ad production and 184 working with 127-128 advertising representative 168 Advertising Slogan Hall of Fame Web site 96 advertising specialties 211 224-225 Advertising World Web site 337 advice accessing free 251 AdWeek magazine 339 AdWords program Google 271 affiliate program 269 agate line 162 airline frequent flyer reward program 314 airtime bartering for 177-178 buying 173-174 All the Web search engine 266 alphabetic name as business name 319 Alpine Internet Solutions 256 Altoids tag line 96 Web site 269 answering telephone call 77 78 appeal of marketing materials evaluating 88 approach of communications stating 98 approach to business by customer tracking 76 arbitrary method of budgeting 69 area of dominant influence 174 art in print advertising 159 article publishing online 268 artwork preparing and
