Advertising can be used over and over again in various places. Public relations, however, does not have any shelf life of which to speak of. Press releases, on the other hand, will only run one time.

Lose the Clipart. Unless a picture directly reinforces a major point in the copy, avoid it. Don’t use random shinies or tacky clipart. It detracts from what matters (the copy) and can confuse the masses. Save the stock photography for your next PowerPoint presentation.

Adding an identity program to your logo is a legitimate cost. Designing the business card, letterhead and envelope layouts are normally a higher priced package. You should receive camera ready files for each design.

You might write a letter prior to calling them – but, be sure you have the proper person to contact. Then, when calling back, you’re following up with information on the letter. (This works well to get past difficult “gatekeepers.) I do this in my home area – I cover the entire state of California (except for the wine Country, SF & the peninsula). So, I write a letter “introducing” myself to contacts in the Central Valley-many of these people already know me. Then, I follow up with the media kit (unless I leave the letter with the media kit if I was in the area) being sent and finally I call them.

Advertising is a large industry encompassing many areas. advertising agencies, marketing consulting firms, internet media companies, and the advertising departments of large companies are a few places where you might find suitable employment. Your first thought should be where would you fit in best. Do you have special skills that would be useful in one type of company but not another? Visit companies that you are interested in to learn more about the environment. Ask people you know in the industry where they see you flourishing. Choosing the right type of company is the foundation of your search.

People are buying the experience and the perception of the brand. I am sitting here writing this article in a busy Starbucks and people watching when i could be in the quiet and seclusion of my nice hotel room. The person in the seat next to me is listening to music on an iPod when they could obviously do it for free in the Square with a less expensive cup of coffee. The gentleman in the big living room type chair is reading a novel. People want the experience. Understand your customer and the value they want and the money will become less important. The big three U.S. auto manufacturers give huge rebates, and imports are still kicking their butts. It’s not about the money.

When we started to use the web extensively one benchmark we had set was on how quickly the results could be posted on our website. The finance department would give us dummy figures which my department’s desktop publishing operator would put in a template and upload it on a test site. Once the official result was cleared by the Board, the official figures would be given to the operator for uploading on the company website. By a comedy of errors that particular year someone in the finance department gave the official figures which the operator by mistake uploaded on the live site. He immediately realized his mistake and blocked that page. But the damage was done. Some of the wire services were monitoring the site and immediately called me. I was clueless at first but got the full story later.