Customer Reviews

Advertising Without an Agency: A Comprehensive Guide to Radio, Television, Print, Direct Mail and Outdoor Advertising for Small Business (Psi Successful Business Library)

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My eyes are now open. I am a small business owner and needed some finacially sound ways to build my business and had no idea where to start. I felt like she knew exactly what I was feeling regarding advertising and getting the best for my budget.
I want to say thank you again for the book and your willingness to share.

EDIT: I'm putting my review below on hold as I've realized I've got an original version of the book- 2 prints out of date! Will read newest version and re-review. So take with a grain of salt. Ross
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This book is a nice easy read, and simple to work through. However, but having been in radio (marketing & promotions director, years in sales, my own small agency) since 1992, I thought her knowledge of the radio format was somewhat limited...this made me think that perhaps some of the other areas that I'm not as knowledgeable about (outdoor, direct mail) she might be limited as well.
Kathy states that there are only 2 tried and true ways to buying radio, either tactical or strategic, with schedules of 5x a week or up to 24x a week. Well, these may work, (or have worked in the past), but they are fairly old methods of radio advertising. She mentions TAP and :30 commercials, things you just don't see much of anymore.
She makes no mention of OES (Optimum Effective Schedules) or the importance of frequency or other methods (and better I might add) that have come along in the last few years. It's a changing medium, and methods should change also. So I'd just take the radio part as one general read on how to buy radio, certainly not the only way to buy!