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Small Business Guide to Strategy_COVER.pngThe best advertising is not always the most clever, creative, or funny. Ultimately, successful advertising will lead to profitable sales and a return on the investment made.

This eBook will help you make your advertising more effective by showing you how to build your advertising plan on a solid foundation of marketing principles.

Inside, a close look at how to use the five-step Marketing Strategy Model as a road map for your marketing: 

  • Targeting — how to focus on who you want
  • Benefits Sought — understanding what they want
  • Competitive Perceptions — assessing where else they can go to get it
  • Positioning — determining where to fit in the competitive landscape
  • Advertising and Promotion — where it all comes together in a messaging plan


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