By Virgil L., III Burton
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Extra resources for Encyclopedia of Small Business, 4th Edition
27 December 1999. Ford, Jason. ’’ Touchstone. 12 March 2009. com/touchstone/ article/the social web a primer. Gordon, Kim T. ’’ Entrepreneur. December 2000. Larry, D. Kelly, and Donald W. Jugenheimer. Advertising Media Planning. E. Sharpe, 2003. Peppers, Don. Life’s a Pitch and Then You Buy. New York: Doubleday, 1995. Poteet, G. Howard, ed. S. Small Business Administration. Lexington, Va: Liberty Hall Press, 1991. ENCYCLOPEDIA OF SMALL BUSINESS Scott, David Meerman. : Wiley, 2007. ’’ Milwaukee Business Journal.
The individuals involved in creative services are responsible for developing the advertising platform. The platform sets the theme and tone of the ad campaign. It should draw upon specific, positive features of the product advertised and highlight the benefits the consumer could expect to receive as a result of using the product. With this platform as a guide to development, the campaign should prove to be eye-catching, memorable, and in some way unique. The ads consumers remember stand out from the rest; it is the advertising agency’s (and specifically the creative services department’s) responsibility to provide this quality for clients.
LI Business News 23 October 23 1998. Hillstrom, Northern Lights updated by Schultz, Anaxos ADVERTISING MEDIA— AUDIO The most common audio advertising medium is FM radio. Placement of an advertisement on FM radio costs about as much as an advertisement placed in a metropolitan newspaper. Traditionally, FM radio has been associated with favorable levels of acceptance in given localities and high 26 selectivity levels both demographically and geographically. These advantages favor small-business advertisements targeting particular audiences.