There are ways to reap enormous marketing benefits from free activities, barter, alliances, and public relations. This is particularly important on the Web. You may also want to consider some non-traditional ways of maximizing your budget dollars and including them into your budget projections. The Web has been built on these kinds of trades. A large percentage of advertising on the radio is on a barter basis. Manufacturers may offer co-op dollars for advertising efforts. Magazines may extend your payment schedule to allow you to generate sales from the ad before you pay the balance. Most importantly, other websites will trade banners for banners, and offer leverage for linking. Websites often trade traffic and links.
