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How to Buy Advertising Successfully

Part of the Advertising For Dummies Cheat Sheet

When it comes to spending your hard-earned advertising budget, you want to get the best possible coverage for the best price. To maximize your ad budget, use this list of buying tips to reinforce points you need to cover and get the best advertising deal:

  • Determine the best publications for reaching your customers.

  • Find the best sales reps who work for those publications.

  • Be tough, firm, and fair.

  • Uncover every available rate and hidden discount.

  • Never stop negotiating.

  • Use reluctant-buying and competitive posturing techniques.

  • Complain quickly and firmly — and demand make-goods when mistakes are made.

  • Don't be afraid to use the "This isn't working" speech.

  • Make your ad dollars go further than your competition's.

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