Chapter seven of Guerrilla Marketing goes over the secrets of saving marketing money. Making the money you spend go the farthest it can along with not wasting marketing money are essential to any business, especially those like entrepreneurs as they are the most resource tight. As changing marketing campaigns can be expensive, sticking with the same type of campaign is fine as long as it doesn't lose its pulling power.
Another way to save money is to barter. You may be able to work out a deal with a local radio station or newspaper which allows you to get their marketing service for below their full retail price. You don't need to necessarily exchange your product for theirs as you may be able use one of your contacts to get something they want for less than retail as well, thus helping all parties involved.
Tracking your advertising responses is also key to measuring the effectiveness of your campaign. Things like key codes, unique urls, and tracking online responses are ways to measure clicks sent where you want from your various ad campaigns.
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