1. Do they use MULTI-PART MIME technology?

You'll need this if you want to publish an HTML newsletter. Otherwise you’ll have to send out multiple versions for users who can read HTML, users who can't read HTML, and users on AOL.

2. Do they offer some type of ORIENTATION OR TUTORIAL?

If you're new to game and/or technologically challenged then you'll appreciate any type of help they offer for new clients.

3. What's their CUSTOMER SERVICE like?

Are they prompt to get back to you via e-mail? Can you call them if you have a problem? Are they available more than standard business hours? What about weekends? Contact them and see how long they take to get back to you —- if it's longer than 24 hours, definitely keep looking.

4. Do they NOTIFY list owners if there's a PROBLEM with their service?

If so, how, and how quickly?

5. Do they have CUSTOMER TESTIMONIALS to share with you?

Or even better, client references? Contact some of these folks to see how their experiences have been.

6. Do other BUSINESSES LIKE YOURS use their service?

If most of their clients are large corporations, small businesses like yours may not get attention they deserve.

7. Is their interface EASY TO USE?

Meaning is it easy for you to setup and launch each issue of your e-zine. They should offer a demo or let you access 'mission control' area that you'll be using to test it out.

8. Can you MANUALLY ADD AND REMOVE people to and from your list if you want to?

Sometimes you’ll need to do this, so you'll want answer to be "yes" —- especially if you're moving over a list you've already collected.

9. Can you access SUBSCRIBER REPORTS?

How and how often? You'll want to know on a regular basis how many subscribes and unsubscribes you've had since last issue.

10. What appears in "FROM" field when subscribers get your e-zine?

You want it to be YOUR name if possible. Some spam filters screen out e-mail that does not appear to come from an individual person.

11. What appears in "TO" field when a subscriber gets your e-zine?

After a little research, I discovered quite a few interesting things about how advertising works. The Nielsen ratings are a classic example of how marketing techniques are applied. In United States, Nielsen Media Research provides audience estimates for all national program sources. For example, during 'Sweeps' week, Nielsen Media Research mails out diaries to certain households across country. The diaries are collected and processed at end of each time period. In addition, Nielsen provides many other data services to display viewing records of television, cable and other multimedia programming. These viewing data reflect what, when and how often programs are watched. So, in essence, commercial advertising agencies depend on Nielsen ratings on what commercials to air, and how to design commercials to be 'eye candy' to masses.

The Coca-Cola company made a powerful move in its Christmas advertising campaign by integrating Santa Claus in their marketing plans. So powerful, in fact, that because of its commercials depicting Santa drinking Coca-Cola from a bottle, spawned consumers to take more and more bottles of Coca-Cola home with them!

In an even more elaborate move, Toyota Motor Sales recently cornered online market with being only car Ad to sponsor Ebay!

During 1980s, Ms. Clara Peller was recruited to commercialize Wendy's "Where's Beef?" Slogan in televisions ads everywhere.

But what does this have to do with marketing essentials? Technically, viewing and listening public - whether it be Radio, Cable TV, or Internet - are diverse information and entertainment seekers. As consumers, we want a broad selection, we demand diversity, we expect 'eye candy.' Thus, while most advertising agencies can only produce and eccentuate positive of products and/or services, it all boils down to viewer-ability.

Clients demand results - and they want them to reflect their choice in advertising. As both a consumer and marketing specialist, a skilled advertising firm is able to fully comprehend fundamentals of developing successful strategies in commercial promotion of products and services.

So how does a good advertising firm produce positive results in a productive marketing campaign? Below are a few, finer points in proven 'viewer-ability' marketing strategies:

1. Research & Development - analysis of current marketing and advertising campaigns 2. Strategic Planning and Implementation 3. Media Buys - buying media at discounted rates and pass savings onto clients 4. Copywriting Services 5. Video Production - Informational and Corporate 6. Public Relations 7. Website Development and Promotion 8. Direct Mail/Email Campaigns 9. Electronic/Print Advertising 10. Brochure & Graphic Design 11. Telemarketing Consultation 12. Market Research

The prime question one should ask himself (or his organization) is 'What do I want to accomplish?' Experienced ad agencies will review and analyze what is and isn't working through review of revenue streams and competition. Specific recommendations are then made on how to target particular audiences - much like that of Nielsen Media Research.