Advertising For Dummies

Overview

For small businesses, effective advertising can mean the difference between fortune and failure. But if you’re going to throw your money into advertising willy-nilly you might as well just throw it away. And if your business can’t afford a big advertising firm you may have to write your own advertising copy. But could you? Don’t worry, because with Advertising For Dummies, you will!

If you need help figuring out which advertising media offers you the most exposure or determining...

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Advertising For Dummies

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Overview

For small businesses, effective advertising can mean the difference between fortune and failure. But if you’re going to throw your money into advertising willy-nilly you might as well just throw it away. And if your business can’t afford a big advertising firm you may have to write your own advertising copy. But could you? Don’t worry, because with Advertising For Dummies, you will!

If you need help figuring out which advertising media offers you the most exposure or determining how much you can realistically spend on your advertising budget, then look no further. If you want shortcuts, insights, techniques, and money-saving facts that will get you the most bang for your advertising buck, then this is the book for you. It’s a guide to advertising for the rest of us — people for whom an advertising budget represents an important percentage of gross income and, therefore, must be spent very wisely. Inside you’ll find out how to:

  • Devise a realistic advertising budget
  • Define and position your message
  • Create TV, radio, billboard, and Internet advertising
  • Use “ad-speak” effectively

This helpful guide covers every media, from Internet advertising to TV and radio to billboards or newspapers. You’ll master the fundamentals of advertising, learn to generate fresh ideas, and write great ads. You’ll write great press releases and discover the secret to saving money through co-op ads. And there’s more:

  • When and how to hire an ad agency
  • Why people choose one product over another
  • Creating brochures and direct mail pieces
  • Designing an effective, inviting Web site
  • Sticking to a budget
  • The difference between PR and publicity
  • Ten secrets to writing memorable ads
Sometimes if you want something done right you have to do it yourself. Advertising For Dummies presents the tips and tricks that advertising professionals use every day to get their message across. Now, you can use those same strategies and tactics to get the word out about your small business — and watch the money roll in!
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Product Details

  • ISBN-13: 9780764553776
  • Publisher: Wiley
  • Publication date: 9/1/2001
  • Series: For Dummies Series
  • Edition description: Older Edition
  • Edition number: 1
  • Pages: 336
  • Product dimensions: 7.39 (w) x 9.23 (h) x 0.85 (d)

Meet the Author

Gary R. Dahl, owner of Gary R. Dahl Creative Services, is an advertising agency veteran and the creator of the sensational Pet Rock.
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Table of Contents

Introduction.

PART I: Advertising 101.

Chapter 1: An Introduction to Advertising.

Chapter 2: Deciding Whether to Hire an Ad Agency.

Chapter 3: Defining and Positioning Your Message.

Chapter 4: Creating Effective Ads.

PART II: Writing Great Ads for Every Medium.

Chapter 5: Radio: Effective, Affordable, and Fun.

Chapter 6: Television: Demystifying the Black Box.

Chapter 7: Print: Using a Small Space to Catch Your Readers' Eyes.

Chapter 8: Collateral: Creating Brochures, Direct Mailers, and More.

Chapter 9: Outdoor Ads: Eat at Joe's and Get Gas.

Chapter 10: Online Advertising: The Newest Game in Town.

Chapter 11: Web Sites: If You Build It, They Will Come.

PART III: Developing a Plan That's within your Budget.

Chapter 12: Setting and Working within Your Advertising Budget.

Chapter 13: Boosting Your Budget with Co-Op Programs.

PART IV: Buying the Different Media.

Chapter 14: Purchasing Ad Time on the Radio.

Chapter 15: Getting Your Ads on Television.

Chapter 16: Snagging Ad Space in Print.

PART V: Beyond the Basics: Making Use of Publicity, Premiums, and Events.

Chapter 17: Publicity and Public Relations.

Chapter 18: Specialty Advertising: Getting Your Name Out There.

Chapter 19: Promotions and Event Sponsorships.

PART VI: The Part of Tens.

Chapter 20: Ten Secrets for Writing Memorable Advertising.

Chapter 21: Ten Ways to Know It's Time to Hire an Agency.

Chapter 22: Ten Ways to Stretch Your Broadcast Media Budget.

Glossary.

Index.

Book Registration Information.

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