This is part two of a three-part series on how to profitably translate advice from old-school marketing guru Dan Kennedy to a new online environment. Last week we looked at the first 5 steps in Dan Kennedy's Ultimate Marketing Plan , and how you can translate those old-school ideas into an online marketing strategy. This week we've got five more for you. 6. Get Free Advertising In the book, Kennedy focuses on methods for getting free advertising through traditional media.