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jeanette Smith has put into one book everything the owner or manager of a small business needs to know to build an effective and affordable advertising campaign. You'll find straightforward advice on targeting the best customer prospects, planning a budget you can live with, choosing the right media, and writing a winning message.

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Library Journal Review

Smith aims this practical manual at the established businessperson with money to advertise but little idea how to begin. The start-up entrepreneur and the one-person or home-based business will glean some ideas, but those with an established customer base and a somewhat larger business will gain more. Smith ( The Publicity Kit , Wiley, 1991) starts with basic information on planning, budgeting, and research. While this is necessary stuff, the book really comes alive when she tackles questions of actually preparing the ads and buying media space. Concrete tips on the pros and cons of different media types and on dickering with media sales reps bespeak years in the field. The glossary includes slang actually used in advertising. The author also gives more attention to newspapers and outdoor advertising than books aimed at larger companies. In all, any library with a significant small-business clientele should pounce on this title.-- Sue McKimm, Cuyahoga Cty. P.L., Parma, Ohio (c) Copyright 2010. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.

CHOICE Review

Advertising and publicity practitioner Smith provides a jargon-free kit whereby small business owners can customize their own do-it-yourself advertising program. This book, which is must reading for small business advertisers and consultants to small businesses, is filled with practical tips and many examples of successful advertising. A six-step approach is used to translate the conventional wisdom of the advertising industry to the small business setting. Small business advertisers are shown how to advantageously use the various advertising media in a cost-effective manner. Coverage of new media technology is very current. Names and addresses of helpful resources are given. The final chapter is a consolidation of nine articles from advertising experts. Glossary. Recommended for small business owners as well as students of entrepreneurship and small business enterprises. W. H. Brannen; Creighton University

Booklist Review

Many new or struggling small businesses are trapped in a catch-22. Advertising is seen as an unaffordable luxury, but many times advertising is the missing ingredient that could make or save the business. Because most books on advertising are textbookish, there are few resources the small-business person can turn to for practical, do-it-yourself guidance. Both of these books successfully fill the bill. They provide usable tips on low-cost or cost-effective ways of reaching audiences. Both include offbeat and unconventional suggestions on how to make one's message unique, and they detail a thorough menu of media possibilities (from billboards to cable television), weighing advantages and disadvantages of each. Levinson, author of the popular Guerrilla Marketing series, emphasizes the advertising message, and Smith, author of The Publicity Kit (1991), concentrates on media selection. Fine for small-business collections. ~--David Rouse