David vs. Goliath

Growing a small business requires stealing customers from larger competitors. Advertising Research indicates that increased "Share of Voice" leads to increased Share of Market. Unfortunately, poor media buying results in wasted budgets being which reduces SOV. David vs. Goliath is a "how-to" guerrilla marketing guide for small businesses to increase their "Share of Voice" without increasing spending. Results 50%-200%+ advertising exposure, increased sales and profit margins. Written in plain English, the book explains everything a small business needs to know to plan and buy media and provides a basis for intelligent communication and negotiation with sellers. Covered are key concepts, analysis tools, strategic planning, communications alternatives, world class internet presence, guerilla marketing strategies for successfully negotiating with sellers at savings of 50%+, hundreds of free & low cost media ideas, publicity, and more!