Author Description

Abstract: A practical do-it-yourself guide to advertising, publicity, and sales promotion is offered for the small business owner or manager. Numerous examples drawn from successful promotions are included, as well as case histories, checklists, advice, and lists of promotional "do's" and "don'ts". Specific topics include planning and budgeting the promotion/publicity program; artwork and professional interactions; how to obtain free publicity from the media; the basics of direct mail and mail order; the development of sales literature (brochure, fliers, catalogs); how to advertise effectively through the mass media; and miscellaneous promotional techniques (newsletters, trade shows, expositions, etc.). A listing of special publications for further reading is appended. (wz).