Advertising For Dummies

New info on buzz, publicity, and word–of–mouth advertising
The fun and easy way® to create effective ads and increase your profits
Need to develop a hard–hitting, memorable ad campaign? This practical guide gives you the inside scoop on creating attention–getting, results–driven advertising in all mediums — from electronic and print to radio, TV, online, and outdoor formats. You′ll see how to deliver a powerful, consistent message and when you should — and shouldn′t — use shortcuts to save costs.
Discover how toSet a realistic ad budgetDefine and position your messageIdentify and target your audienceCreate great ads for every mediumMake an emotional connectionUse "ad speak" effectively

Spis treści:
Introduction.
Part I: Advertising 101.
Chapter 1: Advertising: Mastering the Art of Promotion.
Chapter 2: Setting and Working within Your Advertising Budget.
Chapter 3: Boosting Your Budget with Co–Op Programs.
Chapter 4: Defining and Positioning Your Message.
Chapter 5: Forming an Effective Ad Campaign.
Part II: Creating Great Ads for Every Medium.
Chapter 6: Online Advertising: Maximizing the Enormous Reach of the Internet.
Chapter 7: Using Print Ads: Small Spaces with Big Audiences.
Chapter 8: Radio: Effective, Affordable, and Fun.
Chapter 9: Demystifying TV Commercials: They Don’t Have to Win Awards to Be Effective.
Chapter 10: Collateral Advertising and Direct Mail: Brochures, Flyers, Newsletters, and More.
Chapter 11: Opting for Outdoor Ads: Billboards, Posters, Ads on Buses, and Other Signage.
Part III: Buying the Different Media.
Chapter 12: Investing in Internet Advertising.
Chapter 13: Buying Ad Space in Print Media.
Chapter 14: Purchasing Ad Time on the Radio.
Chapter 15: Getting Your Ads on Television.
Chapter 16: De ciding Whether to Hire an Ad Agency.
Part IV: Beyond the Basics: Creating Buzz and Using Publicity.
Chapter 17: Creating Buzz and Word–of–Mouth Advertising.
Chapter 18: Leveraging Your Advertising with Public Relations, Publicity, Specialty Items, and Events.
Part V: The Part of Tens.
Chapter 19: Ten Secrets for Writing Memorable Advertising.
Chapter 20: (Almost) Ten Ways to Know It’s Time to Hire an Agency.
Glossary.
Index.

Nota biograficzna:
Gary Dahl is an award–winning copywriter, creative director, and advertising agency owner in California′s Silicon Valley. He is also the creator of the sensational Pet Rock.

Okładka tylna:
New info on buzz, publicity, and word–of–mouth advertising
The fun and easy way® to create effective ads and increase your profits
Need to develop a hard–hitting, memorable ad campaign? This practical guide gives you the inside scoop on creating attention–getting, results–driven advertising in all mediums — from electronic and print to radio, TV, online, and outdoor formats. You′ll see how to deliver a powerful, consistent message and when you should — and shouldn′t — use shortcuts to save costs.
Discover how toSet a realistic ad budgetDefine and position your messageIdentify and target your audienceCreate great ads for every mediumMake an emotional connectionUse "ad speak" effectively