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Advertising Agency In Boston: Tips and Tricks


The big news on Wall Street last year was the initial public offering of Internet search engine Google. If you were a visitor from another planet, you might be asking yourself, What big, sophisticated, high-technology company is behind the success of Google? Could it be IBM, Microsoft, Intel, Apple, Oracle, SAP, Hewlett-Packard, Cisco, Dell, Xerox, Sun Microsystems, Philips or Siemens? Of course not. The brains behind Google are two Stanford students, Larry Page and Sergey Brin, who launched the Web site in 1998. Some six years later, the two founders are worth billions.

All the advantages:

With some exceptions big companies seldom launch new brands that become big successes, even though big companies have all the advantages. Big companies have the resources, the people, the credentials, the distribution networks, the media contacts. I can't think of a single advantage an individual entrepreneur has over a big global conglomerate. Yet there wasn't a big global conglomerate behind the success of brands such as Starbucks, Red Bull, Linux, JetBlue, Amazon, Yahoo!, eBay, Priceline, Monster.com and a host of others.

Nor for that matter was a big global conglomerate behind the success of most of the big brands of the past. Brands like Apple, Microsoft, Digital Equipment, Dell, Sun Microsystems, Hewlett-Packard, Oracle, SAP, Siebel, Compaq, Quicken, McDonald's, Subway, Pizza Hut, Domino's Pizza, Papa John's, Wendy's, Gatorade, Mountain Dew, Wal-Mart or Costco. I repeat. Big companies seldom launch new brands that become big successes.

Deadly sins

There are two reasons for this phenomenon, which we call the "two deadly sins of marketing."

The first deadly sin is timing.

The good book says, "There is a time to be born and a time to die." The time for a brand to be born is before the category is established in the mind. It was 14 years after the launch of Red Bull that the Coca-Cola Co. finally responded by launching its own brand of energy drink-KMX Does KMX have enough energy to overtake Red Bull? Not a chance. Once a competitive brand is established in the prospect's mind, it's almost impossible for a me-too brand to overtake the leader.

32-year head start

It was 32 years after the launch of Southwest Airlines that Delta finally responded by launching its own no-frills airline called Song. You can't give your competition a third-of-a-century head start and expect to build a brand. All the momentum is on Southwest's side. Not to mention the money and the resources. Imagine spending all day in the boardroom at Digital Equipment Corp. trying to persuade the chief executive and his staff to launch a serious 16-bit business personal computer before IBM did. No luck. We don't want to be first, said the chief executive. And I'm not concerned about IBM, he continued, because if IBM does go first, "we'll beat their specs."

Well, IBM did go first with the launch of the PC in August 1981, the first 16-bit serious business personal computer, a product that went on to dominate a fast-growing market. And Digital Equipment did follow with not one, but three different lines of personal computers, none of which made a dent in the marketplace in spite of their presumably better specs. IBM had become the standard, and if you wanted to participate in the personal computer marketplace, you were only a clone. Digital Equipment lost Too bad. Digital Equipment had the credentials to dominate the PC market. Brought to you by "the world's largest maker of small computers" was the tagline for Digital Equipment's new personal computer.

Imagine spending all day in a boardroom at Xerox trying to persuade the corporation to launch a desktop laser printer before the Hewlett-Packard LaserJet got strongly established. No luck. Too bad. Xerox had the credentials to dominate the laser printer market. In 1977, Xerox had introduced the 5700, the world's first successful laser printer.

Second sin

The second deadly sin is naming.

A big company wants to put its own name on a new brand. This is generally a mistake. New categories generally require new brand names. In spite of IBM's head start in business PCs, the company eventually lost out to Compaq and Dell, both new brands created especially for the personal computer category. To most prospects, IBM meant mainframe computers, not PCs (It's interesting to note how many marketing people chide IBM for not moving fast enough into personal computers, when in fact they were first. "Mainframe mentality" is their usual complaint.).

Imagine spending all day in the boardroom at Continental Airlines, trying to persuade management not to name its new no-frills airline Continental Lite. You have two choices. Either you can make the entire Continental system a no-frills airline (the preference) or you can give your new no-frills airline a different name than Continental. No luck. Continental Airlines crashed The company went ahead with Continental Lite, an airline that took off and then just as rapidly came down to earth, after losing many millions of dollars.

Then there's Kodak, a company that is paying the price for not giving its new digital camera line a different name than Kodak. Kodak means film photography, not digital photography. The irony is that Kodak invented the first digital camera (back in 1976.) Yet the Kodak name locks the company into the past. Like Digital Equipment and IBM, Kodak had the credentials, the organization and the resources to dominate an emerging new category, but not the foresight to recognize that a new category needs a new name.

The exception

One exception should be mentioned. In 1994, Bill Gates asked Richard Barton to develop a Microsoft CD-ROM idea involving travel guides. Barton convinced Gates that the CD-ROM idea would fail, but that an online travel agency might succeed. Furthermore, he persuaded Mr. Gates to give the project a different name than Microsoft. Richard Barton called Microsoft's online travel agency "Expedia." Seven years later Microsoft sold control of Expedia to USA Networks for an estimated $1.3 billion.

How Strong Is Your Brand? Do You Really Know? Do You Care? Would you like to take a simple test to see where your company's brand is now? Click on the link below:

http://www.brandidentityguru.com/bightml/brandmasterpiece.html then click on the button to the right that reads, "Take The Brand Strength Test". This is a very quick and easy way to see where you fall short in your marketing, advertising and branding efforts. It will also show you where you are strong. Take the test if you dare... you may be surprised at the results!

Scott White is President of Brand Identity Guru (http://www.brandidentityguru.com), a leading brand consulting and market research firm located in Easton, Massachusetts, USA, near Boston.

Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation. Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.

Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Simon (America's largest shopping mall manager) and many others, including numerous emerging growth companies.

Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner so that people at all levels can understand.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Mon. January / 27 / 2020

Put government on notice about advertising rules - Opinion - Wilkes-Barre Citizens Voice
Put government on notice about advertising rules - Opinion  Wilkes-Barre Citizens Voice

Las Vegas Postpones Activity Related To Launch Of New Advertising Campaign In Wake Of Death Of Kobe Bryant, His Daughter Gianna And Others In Helicopter Crash - Yahoo Finance
Las Vegas Postpones Activity Related To Launch Of New Advertising Campaign In Wake Of Death Of Kobe Bryant, His Daughter Gianna And Others In Helicopter Crash  Yahoo Finance

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

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.

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

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

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

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

Advertising Executives Changing The Conversation About Diversity In The Office - Cheddar
Advertising Executives Changing The Conversation About Diversity In The Office  Cheddar

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

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

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

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

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

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

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

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

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

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

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

TO PAY FOR CUSTOMER DATA, MERKLE IS LAUNCHING DIGITAL ADVERTISING SOLUTIONS - Industry Global News 24
TO PAY FOR CUSTOMER DATA, MERKLE IS LAUNCHING DIGITAL ADVERTISING SOLUTIONS  Industry Global News 24

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

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

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

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

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

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

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

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

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

AT&T's Advertising Company Xandr Launches Dynamic Pause Ads - The Fast Mode
AT&T's Advertising Company Xandr Launches Dynamic Pause Ads  The Fast Mode

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

NBCUniversal Exec Touts Peacock Advertising Ambitions - Hollywood Reporter
NBCUniversal Exec Touts Peacock Advertising Ambitions  Hollywood Reporter

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

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

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

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

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

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

City Council, TLC talk merits of inside/outside advertising on for-hire vehicles - amNY
City Council, TLC talk merits of inside/outside advertising on for-hire vehicles  amNY

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? - AiThority
Can Dialogue Advertising Eliminate Much of Digital Ad Fraud?  AiThority

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

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

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

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

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

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

Advertising Market to Witness Promising Growth Opportunities during– 2020-2025 | Deployment Model, Growth Factors, Regional Trends, Key Players Analysis, Product Demand etc. - Melanian News
Advertising Market to Witness Promising Growth Opportunities during– 2020-2025 | Deployment Model, Growth Factors, Regional Trends, Key Players Analysis, Product Demand etc.  Melanian News

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

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

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

US justice officials set to meet and coordinate on Google probe - South China Morning Post
US justice officials set to meet and coordinate on Google probe  South China Morning Post

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

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

Radio Advertising: Dead or Alive? - Radio & Television Business Report
Radio Advertising: Dead or Alive?  Radio & Television Business Report

Comscore Television Viewing Data Helps Predict Advertising Audience Decline - MarTech Series
Comscore Television Viewing Data Helps Predict Advertising Audience Decline  MarTech Series

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

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

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

Fox adds commercial time to Super Bowl to accommodate more advertisers - AdAge.com
Fox adds commercial time to Super Bowl to accommodate more advertisers  AdAge.com

Podcast Advertising Trend Predictions For 2020 - Forbes
Podcast Advertising Trend Predictions For 2020  Forbes

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

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

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

Location-based Search and Advertising Market 2020: Industry Share, Demand, Size, Trends, Key Players, Growth, Gross Margin, Revenue, Value Chain, Innovation and Forecast Analysis till 2026 - Melanian News
Location-based Search and Advertising Market 2020: Industry Share, Demand, Size, Trends, Key Players, Growth, Gross Margin, Revenue, Value Chain, Innovation and Forecast Analysis till 2026  Melanian News

Young's debuts “Masters of Fish” advertising campaign - SeafoodSource
Young's debuts “Masters of Fish” advertising campaign  SeafoodSource

Shen Yun’s Music ‘Lifts the Dancers as It Plays,’ Advertising Firm Owner Says - The Epoch Times
Shen Yun’s Music ‘Lifts the Dancers as It Plays,’ Advertising Firm Owner Says  The Epoch Times

Netflix Explains Its Aversion To Taking On Advertising, Again 01/23/2020 - MediaPost Communications
Netflix Explains Its Aversion To Taking On Advertising, Again 01/23/2020  MediaPost Communications

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

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

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

Advertisers sit tight as the Grammys strikes a sour note - AdAge.com
Advertisers sit tight as the Grammys strikes a sour note  AdAge.com

Advertisers are showing womanhood in all its bloody, hairy glory - The Hill
Advertisers are showing womanhood in all its bloody, hairy glory  The Hill

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

With The SUPER BOWL Of Automotive Advertising Around The Corner, What Should Brands CHANGE? - AutoSpies.com
With The SUPER BOWL Of Automotive Advertising Around The Corner, What Should Brands CHANGE?  AutoSpies.com

ADVERTISING: Advertorial — DR. WENDY CUNNINGHAM: Keeping positive in the winter months - Coeur d'Alene Press
ADVERTISING: Advertorial — DR. WENDY CUNNINGHAM: Keeping positive in the winter months  Coeur d'Alene Press

Facebook declares new advertising and marketing head in India - Sahiwal Tv
Facebook declares new advertising and marketing head in India  Sahiwal Tv

Lamar Advertising Company Announces Proposed Private Offering of Senior Notes - Associated Press
Lamar Advertising Company Announces Proposed Private Offering of Senior Notes  Associated Press

Racy car tinting advertisement raising eyebrows in Taos - KRQE News 13
Racy car tinting advertisement raising eyebrows in Taos  KRQE News 13

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

Presidential candidates spend millions on social media advertising - KCAU 9
Presidential candidates spend millions on social media advertising  KCAU 9

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

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

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

Dating apps share personal data with advertisers, study says - We Live Security
Dating apps share personal data with advertisers, study says  We Live Security

Facebook Says It Won’t Back Down From Allowing Lies in Political Ads - The New York Times
Facebook Says It Won’t Back Down From Allowing Lies in Political Ads  The New York Times

Bloomberg and Trump Buy Super Bowl Ads at $10 Million Each - The New York Times
Bloomberg and Trump Buy Super Bowl Ads at $10 Million Each  The New York Times

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

Super Bowl 2020: the ins and outs of the big game's advertisers - The Drum
Super Bowl 2020: the ins and outs of the big game's advertisers  The Drum

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

Spotify to suspend political ads in 2020 - AdAge.com
Spotify to suspend political ads in 2020  AdAge.com

YouTube advertisers blindsided by climate change denial videos - The Verge
YouTube advertisers blindsided by climate change denial videos  The Verge

Spotify is going to start using targeted advertising for podcasts - iMore
Spotify is going to start using targeted advertising for podcasts  iMore

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

TikTok explores curated content feed to lure advertisers - Financial Times
TikTok explores curated content feed to lure advertisers  Financial Times

Advertising campaign will declare Brexit Britain 'ready to trade' - The Telegraph
Advertising campaign will declare Brexit Britain 'ready to trade'  The Telegraph

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

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

IOS 13 Privacy Features Disappoint Advertisers And Marketers - International Business Times
IOS 13 Privacy Features Disappoint Advertisers And Marketers  International Business Times

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