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In today's fast paced environment, interaction with family and friends is often relegated to a few left over minutes here and there, leaving many people feeling isolated.

Radio fills the gap. Radio provides a one on one emotional experience. It creates a connection that is a personal and unique experience for each listener. It's just you and the voice on the radio, speaking to you.

TV and print media are mass media. Eliciting an emotional response from print is almost an impossibility. TV is emotional but not personal. You know it's you and the thousands of others who are watching, besides which it's beyond the budget of many businesses.

As an advertiser, you have an opportunity to speak directly to your customer, using words and phrases that have meaning for them. Radio can relate messages that have synergy with campaigns in other media, but shouldn't be written in the same style. Effective radio is a conversation with the customer. It's your chance to tell a story.

How interesting would you find a story that started with the company name or, " We have friendly, knowledgeable staff. Stop in and see us. We have 20 colors of sofas in a variety of sizes and styles." Boring isn't it? So why do so many advertisers do it?

It's easy to talk about your business and what you want to sell. It takes more time and effort to find out what your customer wants and talk in terms of their buying motivation, but it's worth it. It's easier to get quick results by announcing a sale, than it is to build a relationship with the consumer. Where do you think those sale shoppers will be when your competition is having a sale, not at your business I bet?

Another of radio's great strengths is its ability to reach a defined market segment. When you buy newspaper advertising, you buy the whole and very general readership, all the demographics and special interest groups. Now it's not a bad thing to reach more people, but if you have a limited budget you can spend it very quickly in your daily paper, on one ad,?. one day, ?.one time. That's not great frequency and just hit and miss reach. What if your best prospects don't read the paper on the day your ad runs?

Radio gives you an opportunity to target the age and interests of your segment of the market. With a budget large enough to cover the cost of a reasonable sized ad in your daily newspaper, you can buy a whole week of radio commercials.

Don't get put off by commercial prices at the top stations. It is not about reaching a huge number of prospects a few times. It's about reaching a smaller number of listeners enough times for them to think they know and like you, and want to do business with you. Spend time and money creating a message that conveys a message your customers can relate to.

Have you ever bought something you just had to have, and then gone home and explained logically to a family member why it was an essential? You bought on emotion and justified with logic, the same thing your customer does. Forget generic when it comes to radio. This is one time it pays to get personal.

In the US the norm is 60 seconds for a radio commercial in Canada 30 seconds. If you've got a great story to tell and you're a good storyteller, then use 60 seconds otherwise the shorter commercial is better. The only thing worse than boring the listener for 30 seconds, is boring them for 60. Frequency to raise awareness for your business name and purpose in speaking to them can be achieved economically by adding a schedule of sponsorships and/or 10-15 second messages.

This is an example of a 30 second radio script that connected with the customer. How do we know it was good? Sales increased.

Unbeknownst to your co-workers, you are a connoisseur. Sure, you have tattoos and a problem finding your inner-self, but you crave adventure and You! Know! Food! So, in this world of new awareness, reward yourself with a world of flavours. Wrapzone. An ambrosia of foods, and devilish sauces harmoniously heaped on a tortilla. The silver gift wrap is free every day! Experience-Full-Fillment. Wrapzone.

On radio, as in all your advertising, you need to keep it simple. A soliloquy well read is much more effective than something with too many words, multiple focus, lots of sound effects or a conversation between a two or more people.

Points to remember:

Radio is an opportunity, use it to your advantage, some of your competitors never will.

Negotiate; the price isn't always the price.

Don't get too hung up on the price per commercial. Ask for pre-emptable no charge commercials to augment your campaign.

Find out when your commercials will run. If you choose a station based on the number of commercials included in a package make sure they are not bumping up the numbers by running them all 6pm - 5am.

If you have a small budget focus on one daypart to increase the number of times a listener hears your message.

Writing and production are included in the price but that doesn't mean the message they create for you will be effective. You need to be involved in the creative process.

You can be too creative. Don't make listeners strain to try to figure out what you are saying.

If you haven't got the budget to do a heavy enough campaign to make an impact, save your money until you do.

Ask how the station schedules their commercials. If they have long commercial blocks you have to work especially hard to stand out from the 5 or 6 (or more) other messages.

Keep your message simple.

Nancy Fraser worked in radio for over 20 years. She owned and operated her own specialty retail store, and held Management and Sales Executive positions in media and communications. Free information and tools on effective advertising and marketing are available in Notable News at http://www.notable-marketing.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sat. January / 25 / 2020

Given The Cost, Does Super Bowl Advertising Make Sense? - Forbes
Given The Cost, Does Super Bowl Advertising Make Sense?  Forbes

Richard Edelman, Annie Leibovitz among 2020 Advertising Hall of Fame inductees - AdAge.com
Richard Edelman, Annie Leibovitz among 2020 Advertising Hall of Fame inductees  AdAge.com

Advertising Tech for Audiovisual Media, Brand Marketing Priorities According to Portada's New Survey - Yahoo Finance
Advertising Tech for Audiovisual Media, Brand Marketing Priorities According to Portada's New Survey  Yahoo Finance

AdTech Roundup: Top Coolest Things in Advertising Technology - MarTech Series
AdTech Roundup: Top Coolest Things in Advertising Technology  MarTech Series

Yes, Mr. Peanut Is Dead. But Old-School Advertising Is Even Deader - Inc.
Yes, Mr. Peanut Is Dead. But Old-School Advertising Is Even Deader  Inc.

Out of Home Advertising Association of America Launches Biweekly News Service - MarTech Series
Out of Home Advertising Association of America Launches Biweekly News Service  MarTech Series

City of Newport working to approve an advertising and promotion commission - KAIT
City of Newport working to approve an advertising and promotion commission  KAIT

CES Proves Advertising’s Future Will be Shaped by Manufacturers - Broadcasting & Cable
CES Proves Advertising’s Future Will be Shaped by Manufacturers  Broadcasting & Cable

Social Media Tops Digital Advertising With 28% Share: DAN Report - Entrepreneur
Social Media Tops Digital Advertising With 28% Share: DAN Report  Entrepreneur

Alcohol Trends and Super Bowl Political Advertising - Harvard Business Review
Alcohol Trends and Super Bowl Political Advertising  Harvard Business Review

The Rise of Data as King in Advertising: How Marketing KPIs and Metrics Are Helping Brands Enhance Their Consumer Interactions - MarTech Series
The Rise of Data as King in Advertising: How Marketing KPIs and Metrics Are Helping Brands Enhance Their Consumer Interactions  MarTech Series

Inside Linn's: Folded letter conceals advertising broadside - Linn's Stamp News
Inside Linn's: Folded letter conceals advertising broadside  Linn's Stamp News

Why VIZIO Is Getting Into The Advertising Business - Forbes
Why VIZIO Is Getting Into The Advertising Business  Forbes

LSU's Playoff run results in $200 million advertising exposure - 247Sports
LSU's Playoff run results in $200 million advertising exposure  247Sports

SPONSORED ADVERTISING by Philippines Department of Tourism - FOX 11 Los Angeles
SPONSORED ADVERTISING by Philippines Department of Tourism  FOX 11 Los Angeles

Attracting Advertisers To Big Tentpole Telecasts, And Counterprogramming - Radio & Television Business Report
Attracting Advertisers To Big Tentpole Telecasts, And Counterprogramming  Radio & Television Business Report

Pittsburgh ad agency enters Baltimore - Pittsburgh Business Times
Pittsburgh ad agency enters Baltimore  Pittsburgh Business Times

Eye-catching or an eyesore? Motorists weigh in on LED advertising trucks - Jakarta Post
Eye-catching or an eyesore? Motorists weigh in on LED advertising trucks  Jakarta Post

Super Bowl Preview: The Why and When of Big Game Advertising - SHOOT Online
Super Bowl Preview: The Why and When of Big Game Advertising  SHOOT Online

NC animal shelter advertising 'World's Worst Cat' for adoption - KKTV 11 News
NC animal shelter advertising 'World's Worst Cat' for adoption  KKTV 11 News

Facebook Should Absolutely Ban Or Regulate All Political Advertising 01/25/2020 - MediaPost Communications
Facebook Should Absolutely Ban Or Regulate All Political Advertising 01/25/2020  MediaPost Communications

The Fastest Way to Kill Podcast Advertising - MarTech Series
The Fastest Way to Kill Podcast Advertising  MarTech Series

How Advertising Technology Will Cement Streaming's Dominance Over Cable - Motley Fool
How Advertising Technology Will Cement Streaming's Dominance Over Cable  Motley Fool

Colorism -- The Elephant In The Advertising Room 01/23/2020 - MediaPost Communications
Colorism -- The Elephant In The Advertising Room 01/23/2020  MediaPost Communications

Looking Forward: What Will 2020 Bring for Digital Advertising? - MarTech Series
Looking Forward: What Will 2020 Bring for Digital Advertising?  MarTech Series

Advertisers see early promise in TikTok’s self-serve ad platform - Digiday
Advertisers see early promise in TikTok’s self-serve ad platform  Digiday

Yellow cab industry bashes proposal to let Uber and Lyft cars have rooftop advertising - Crain's New York Business
Yellow cab industry bashes proposal to let Uber and Lyft cars have rooftop advertising  Crain's New York Business

LSU's championship run earned $200 million in free advertising for the university - WBRZ
LSU's championship run earned $200 million in free advertising for the university  WBRZ

Online Advertising Market 2020 Size, Share, Trends With Major Players – Amazon.Com Inc, Aol Inc / Oath Inc (Verizon Communications Inc), Baidu (Nanjing Marketing Group Ltd) - Associated Press
Online Advertising Market 2020 Size, Share, Trends With Major Players – Amazon.Com Inc, Aol Inc / Oath Inc (Verizon Communications Inc), Baidu (Nanjing Marketing Group Ltd)  Associated Press

Cubic Partners With Paragon Vitamins to Advertise Within Its Loyalty-Based Advertising Service - MarTech Series
Cubic Partners With Paragon Vitamins to Advertise Within Its Loyalty-Based Advertising Service  MarTech Series

Why the Super Bowl defies the decline of TV advertising - The Comeback
Why the Super Bowl defies the decline of TV advertising  The Comeback

TWRA warns of scam website advertising TN fishing license - WKRN News 2
TWRA warns of scam website advertising TN fishing license  WKRN News 2

Making The Most Of This Year's Advertising Budgets: 15 Expert Tips - Forbes
Making The Most Of This Year's Advertising Budgets: 15 Expert Tips  Forbes

How YouTube shields advertisers (not viewers) from harmful videos - Quartz
How YouTube shields advertisers (not viewers) from harmful videos  Quartz

A New Audience-Based TV Advertising Tool, From Ampersand - Radio & Television Business Report
A New Audience-Based TV Advertising Tool, From Ampersand  Radio & Television Business Report

Bloomberg: TikTok owner seeks US CEO to potentially oversee app's advertising - Mobile Marketer
Bloomberg: TikTok owner seeks US CEO to potentially oversee app's advertising  Mobile Marketer

Massage Envy ramps up advertising for fast facials - Glossy
Massage Envy ramps up advertising for fast facials  Glossy

Advertising Reporting Comes Of Age - AiThority
Advertising Reporting Comes Of Age  AiThority

Super Bowl advertisers embrace diversity ... cautiously - AdAge.com
Super Bowl advertisers embrace diversity ... cautiously  AdAge.com

Lamar Advertising Company Prices Private Offering of Senior Notes - Yahoo Finance
Lamar Advertising Company Prices Private Offering of Senior Notes  Yahoo Finance

Top Advertisers, Media Platforms Get Tough on Harmful Online Content - Adweek
Top Advertisers, Media Platforms Get Tough on Harmful Online Content  Adweek

Inscape Says Big Brand Advertisers Need To Take The Rudder For Addressable To Succeed - TVRev
Inscape Says Big Brand Advertisers Need To Take The Rudder For Addressable To Succeed  TVRev

Discover Financial returns to Super Bowl advertising - Crain's Chicago Business
Discover Financial returns to Super Bowl advertising  Crain's Chicago Business

Advertising 2045: The Tipping Point of the New Majority - MediaVillage
Advertising 2045: The Tipping Point of the New Majority  MediaVillage

Social media advertising by retailers to hit nearly $65 billion - Chain Store Age
Social media advertising by retailers to hit nearly $65 billion  Chain Store Age

Can Dialogue Advertising Eliminate Much of Digital Ad Fraud as We Know It? - MarTech Series
Can Dialogue Advertising Eliminate Much of Digital Ad Fraud as We Know It?  MarTech Series

The latest YouTube brand safety ‘crisis’ shows advertisers are taking a more nuanced approach - Digiday
The latest YouTube brand safety ‘crisis’ shows advertisers are taking a more nuanced approach  Digiday

AAF Memphis recognizes Ehrlich's advertising career - The Daily Memphian
AAF Memphis recognizes Ehrlich's advertising career  The Daily Memphian

Insurer must defend printing services firm in advertising injury case - Business Insurance
Insurer must defend printing services firm in advertising injury case  Business Insurance

Gojek and The Trade Desk Launch Advertising Partnership in Indonesia - Yahoo Finance
Gojek and The Trade Desk Launch Advertising Partnership in Indonesia  Yahoo Finance

With an influencer advisory board, Clorox is changing up its YouTube advertising strategy - Digiday
With an influencer advisory board, Clorox is changing up its YouTube advertising strategy  Digiday

Netflix Needs Advertising Plus Subscriptions, Investor Says - Barron's
Netflix Needs Advertising Plus Subscriptions, Investor Says  Barron's

Are online advertising platforms a must for retailers? - RetailWire
Are online advertising platforms a must for retailers?  RetailWire

Influencers vs Advertising: How Has Consumer Mindset Changed the Way We Buy? - MarTech Series
Influencers vs Advertising: How Has Consumer Mindset Changed the Way We Buy?  MarTech Series

Advertising As We Know It Is Dead - Forbes
Advertising As We Know It Is Dead  Forbes

Programmatic Advertising Is Driving Rapid Growth in Mobile Video - eMarketer
Programmatic Advertising Is Driving Rapid Growth in Mobile Video  eMarketer

Get Ahead of Competition With New SocialPeta Advertising Intelligence Database - Martechcube
Get Ahead of Competition With New SocialPeta Advertising Intelligence Database  Martechcube

Proposed digital advertising tax bad for business | COMMENTARY - Baltimore Sun
Proposed digital advertising tax bad for business | COMMENTARY  Baltimore Sun

Is the Viral Non-Ad Ad the Future of Advertising? - The New York Times
Is the Viral Non-Ad Ad the Future of Advertising?  The New York Times

Presidential candidates spend estimated $4 million on QCA TV advertisements in January - KWQC-TV6
Presidential candidates spend estimated $4 million on QCA TV advertisements in January  KWQC-TV6

Your Digital Detox May Be Toxic for Advertising - The New York Times
Your Digital Detox May Be Toxic for Advertising  The New York Times

Advertising industry steering clear of political fray - Greater Baton Rouge Business Report
Advertising industry steering clear of political fray  Greater Baton Rouge Business Report

Advertising veterans team up to launch specialist press agency - City A.M.
Advertising veterans team up to launch specialist press agency  City A.M.

KSA claims victory in gambling advertising case - iGaming Business
KSA claims victory in gambling advertising case  iGaming Business

Advertisers are showing womanhood in all it's bloody, hairy glory - The Hill
Advertisers are showing womanhood in all it's bloody, hairy glory  The Hill

You Asked, We Answered: Are My Health Records Being Sold To Advertisers? - New Hampshire Public Radio
You Asked, We Answered: Are My Health Records Being Sold To Advertisers?  New Hampshire Public Radio

Amazon's Expanding Its Video-Advertising Business - The Motley Fool
Amazon's Expanding Its Video-Advertising Business  The Motley Fool

Two-Thirds of Advertising Campaigns Lack Personalisation - PerformanceIN
Two-Thirds of Advertising Campaigns Lack Personalisation  PerformanceIN

YouTube overhauls advertising, data collection on kids content - The Washington Post
YouTube overhauls advertising, data collection on kids content  The Washington Post

Direct-response advertisers report some early success with Snapchat’s dynamic ads - Digiday
Direct-response advertisers report some early success with Snapchat’s dynamic ads  Digiday

Lazy Advertising Thinking Is A Deadly Sin - Forbes
Lazy Advertising Thinking Is A Deadly Sin  Forbes

Why Audio Ads Should Be a Part of Your Advertising Strategy in 2020 - MarTech Series
Why Audio Ads Should Be a Part of Your Advertising Strategy in 2020  MarTech Series

Advertisers hope proposed digital tax is 'dead on arrival' - Baltimore Business Journal
Advertisers hope proposed digital tax is 'dead on arrival'  Baltimore Business Journal

Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates - WKOW
Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates  WKOW

Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder - CNBC
Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder  CNBC

Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser - The Motley Fool
Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser  The Motley Fool

What Amazon Advertising Will Look Like in 2020 - Adweek
What Amazon Advertising Will Look Like in 2020  Adweek

Inside the Biggest 2020 Advertising War Against Trump - The New York Times
Inside the Biggest 2020 Advertising War Against Trump  The New York Times

Microsoft Advertising launches sweepstakes for advertisers - Search Engine Land
Microsoft Advertising launches sweepstakes for advertisers  Search Engine Land

B2B Paid Advertising in 2020 with Greg Finn [PODCAST] - Search Engine Journal
B2B Paid Advertising in 2020 with Greg Finn [PODCAST]  Search Engine Journal

TOUS is Under Fire for Allegedly Engaging in "Fraudulent" Advertising of Gold, Silver Jewelry - The Fashion Law
TOUS is Under Fire for Allegedly Engaging in "Fraudulent" Advertising of Gold, Silver Jewelry  The Fashion Law

Political letters are considered advertisements - Spruce Pine Mitchell News
Political letters are considered advertisements  Spruce Pine Mitchell News

Facebook Revises Rules On Political Advertising - NPR
Facebook Revises Rules On Political Advertising  NPR

Indian advertising industry to grow by 10.9%; will reach ₹75,952 crore by the end of 2020: DAN Report - Business Insider India
Indian advertising industry to grow by 10.9%; will reach ₹75,952 crore by the end of 2020: DAN Report  Business Insider India

What Google’s Cookie Cull Means for Online Advertising in Australia - Which-50
What Google’s Cookie Cull Means for Online Advertising in Australia  Which-50

Advertisers targeting children online - The Asean Post
Advertisers targeting children online  The Asean Post

Spotify to Suspend Political Advertising - Wall Street Journal
Spotify to Suspend Political Advertising  Wall Street Journal

Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers - NPR
Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers  NPR

Microsoft Advertising to deprecate average position after all - Search Engine Land
Microsoft Advertising to deprecate average position after all  Search Engine Land

Display Advertising System Market Report Market involving Key - openPR
Display Advertising System Market Report Market involving Key  openPR

W2O acquires advertising and medical education agency 21GRAMS - PMLiVE
W2O acquires advertising and medical education agency 21GRAMS  PMLiVE

Facebook’s revised political advertising policy doubles down on division - The Verge
Facebook’s revised political advertising policy doubles down on division  The Verge

FSCS reveals £4m spend on communications and advertising after increasing advisers' levy - www.professionaladviser.com
FSCS reveals £4m spend on communications and advertising after increasing advisers' levy  www.professionaladviser.com

Native Advertising Software Market 2019 Recent Industry - openPR
Native Advertising Software Market 2019 Recent Industry  openPR

Google Latest Desktop Change Blurring Lines Between Organic And Advertisements 01/23/2020 - MediaPost Communications
Google Latest Desktop Change Blurring Lines Between Organic And Advertisements 01/23/2020  MediaPost Communications

NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push - Wall Street Journal
NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push  Wall Street Journal

Standard text ads will live on a bit longer, Microsoft Advertising says - Search Engine Land
Standard text ads will live on a bit longer, Microsoft Advertising says  Search Engine Land

Opinion Is advertising's very strange future real? - The Drum
Opinion Is advertising's very strange future real?  The Drum

Google cutting web cookies, ending lucrative tracking tool for advertisers - Yahoo Finance
Google cutting web cookies, ending lucrative tracking tool for advertisers  Yahoo Finance

Television’s Biggest Advertisers Spent Almost $10 Billion in 2019 - Adweek
Television’s Biggest Advertisers Spent Almost $10 Billion in 2019  Adweek

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