U.S. Small Business Administration
Edmond A. Bruneau, Owner
and author of the book, Prescription for Advertising
The material in this publication may not be reproduced or transmitted in any form or by any means -
- electronic, mechanical, photocopying, recording or other -- without the prior written permission of
the U.S. Small Business Administration.
While we consider the contents of this publication to be of general merit, its sponsorship by the U.S.
Small Business Administration does not necessarily constitute an endorsement of the views and
opinions of the authors or the products and services of the companies with which they are affiliated.
All of SBA's programs and services are extended to the public on a nondiscriminatory basis.
TABLE OF CONTENTS
Some Disadvantages with Newspaper Advertising 1
How Should I Work with My Newspaper Representative 2
Buying Newspaper Advertising Space 2
MAGAZINE ADVERTISING 3
What Are Some of the Good Things About Radio? 3
What Are Some Limitations to Radio Advertising? 4
How Should I Buy Time on the Radio? 4
TELEVISION ADVERTISING 5
Advantages in Television Advertising 5
Disadvantages in Television Advertising 6
Creativity: A Vital Element 6
Don't Use TV Unless Your Budget Allows 6
Buying Television Advertising Time 7
Other Considerations .. . 7
CABLE ADVERTISING 7
YELLOW PAGES 7
Advantages of Yellow Pages Advertising 8
Disadvantages of Yellow Pages Advertising 8
OUTDOOR ADVERTISING 8
Some Outdoor Advantages 8
Some Outdoor Disadvantages 9