Valpak

Paper Summary:

The paper analyzes the Valpak value proposition and how it can be used in a campaign and suggests how effective it can be in driving customer demand. The paper also discusses which products or marketing messages lend themselves particularly well to Valpak's unique selling proposition (USP) and which products or services are less likely to benefit from Valpak.

Outline:
Introduction
Valpak's Media
Valpak's USP
Incorporating Valpak's Advertising into a Marketing Program
Local Retailers
National Advertisers Using Valpak
Conclusion

From the Paper:

"Valpak is a division of Cox Media, which was founded by Terry Loebel in 1968 as a way to market for local businesses in Clearwater, Florida through the local newspaper. Valpak started active franchising of its concept by 1981, led by a former salesperson from a Virginia operation (Valpak). Valpak was acquired by Cox Media in 1991; Cox is a multimedia advertising and media (radio, TV) company which offers a wide variety of direct and broadcasting media to marketers."

Sample of Sources Used:

• Nicolay, R. "Technology for Real Estate." 23 November 2007. my tech opinion. 25 November 2007 <http://www.mytechopinion.com/labels/Marketing.html>.
• Stone, B. Successful Direct Marketing Methods. New York: McGraw Hill, 2001.
• Valpak. "Corporate Overview." 2007. Valpak.com. 25 November 2007 <http://www.valpak.com/corporate/pages/corporate.jsp?menu=corporate&page=quickFacts>.
• --. "Valpak." 2007. CoxTarget.com. 25 November 2007 <http://www.coxtarget.com/about.html>.

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