Gary Dahl

Advertising for Dummies

• Broschiertes Buch

Produktbeschreibung

Advertising For Dummies, Second Edition covers all the ins and outs of advertising for small business owners, advertising and marketing professionals, and anyone who wants to know more about the business and its basics. It includes up to date information on electronic, print, radio, television, and online advertising, as well as outdoor formats.

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New info on buzz, publicity, and word-of-mouth advertising

The fun and easy way(r) 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 to
_ Set a realistic ad budget
_ Define and position your message
_ Identify and target your audience
_ Create great ads for every medium
_ Make an emotional connection
_ Use "ad speak" effectively

Produktdetails

• Verlag: Wiley & Sons
• Artikelnr. des Verlages: 14504583000
• 2. Aufl.
• Seitenzahl: 336
• Erscheinungstermin: 1. Januar 2007
• Englisch
• Abmessung: 235mm x 191mm x 18mm
• Gewicht: 480g
• ISBN-13: 9780470045831
• ISBN-10: 0470045833
• Artikelnr.: 22485932

Autorenporträt

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.

Inhaltsangabe

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: Deciding 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.