Promotion and Advertising

• 1How much does advertising, such as newspaper ads, direct mail, fliers, etc., contribute to generating your business’s sales revenues?
• 1A(advertise) In newspapers.
• 1A1Is that daily newspapers, weekly newspapers or both?
• 1B(advertise) On television.
• 1C(advertise) In newsletters, bulletins, etc.
• 1D(advertise) Through direct mail.
• 1E(advertise) In magazines.
• 1E1Is that trade magazines, general interest magazines or both?
• 1F(advertise) In fliers, circulars, hand-outs.
• 1G(advertise) On an Internet Web site or sites.
• 1G1Is that your Web site, the Web site of others or both?
• 1H(advertise) On radio.
• 1I(advertise) In value packs or shopper supplements.
• 1J(advertise) On outdoor signs off the premises.
• 2Which of these is the single most important method of advertising for your firm?
• 3Does your advertising tend to be:?
• 4Is your advertising material typically designed by someone in your firm, by an ad agency for you, by an advertiser on your behalf, or by someone else?
• 5Which best describes how you know whether or not your advertising has been effective?
• 6Does your business have its own logo or trademark?
• 6aIs that logo or trademark registered with the government?
• 7How much does telemarketing contribute to your business’s sales revenue? Would you say:?
• 8How much does free publicity, such as news stories, contribute to your business’s sales revenue? Would you say:?
• 9How much does changing prices, such as sales or specials, contribute to your business’s sales revenue? Would you say:?
• 10How much does word of mouth or referrals contribute to your business’s sales revenue? Would you say:?
• 11How much does personal selling contribute to your business’s sales revenue? Would you say:?
• 12How much does trade shows or events contribute to your business’s sales revenue? Would you say:?
• 13How much do changes in the mix of your goods and/or services contribute to your business’s sales revenue? Would you say:?
• 14How much does your physical location contribute to your business’s sales revenue? Would you say:?
• 15Does your business have its own Internet Web site?
• 15aHow much does your Web site contribute to your business’s sales revenue? Would you say:?
• 15bIs your Web site interactive, that is, does it respond or change to a customer’s inquiry?
• 15cCan customers place orders on your Web site and pay for them on a secure platform or environment in the site?
• 15dDoes your Web site provide you market intelligence, such as the number of people who clicked on a particular topic on your site?
• 15eHow often do you typically change the content on your Web site?

Volume 6, Issue 7, 2006
ISSN 1534-8326

Gerald E. Hills
University of Illinois-Chicago

Claes Hultman,
Örebro University