Persuasive Advertising for Entrepreneurs and Small Business Owners: How to Create More Effective Sales Messages

Overview

Here is the perfect book for entrepreneurs and small business owners who want to know how to create effective advertising on an affordable budget. Persuasive Advertising for Entrepreneurs and Small Business Owners shows you how to plan and execute money-making advertisements and commercials--on a workable budget. Jay Granat, an experienced marketing professional and ad man, provides readers with a practical understanding of advertising principles, media selection, copywriting, consumer behavior, and persuasive ...
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Persuasive Advertising for Entrepreneurs and Small Business Owners: How to Create More Effective Sales Messages

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Overview

Here is the perfect book for entrepreneurs and small business owners who want to know how to create effective advertising on an affordable budget. Persuasive Advertising for Entrepreneurs and Small Business Owners shows you how to plan and execute money-making advertisements and commercials--on a workable budget. Jay Granat, an experienced marketing professional and ad man, provides readers with a practical understanding of advertising principles, media selection, copywriting, consumer behavior, and persuasive advertising methods in promotional efforts. These principles have important implications, and Jay Granat shows you how to utilize them and stay within your means. Successful cases from across the media--television, print, direct mail, radio, transit, and public relations, representing construction, law, medicine, publishing, retail businesses, restaurants, and others--highlight various prosperous approaches to persuasive advertising.

Written specifically for entrepreneurs and small business owners, Granat’s book is the first to explain how to use persuasive tactics and strategies. Ideal for established small business owners and those starting such a venture, this manual makes affordable advertising an easier step on the path to success.

In addition to analyzing many aspects of advertising, this manual outlines appropriate networking and public relations strategies for entrepreneurs and small business owners. Granat teaches you how to construct money-making advertising and to recognize when your sales messages are effective and when the messages need to become more persuasive. To help illustrate the power of effective sales messages, he includes examples of his own advertising successes and failures. You will be better equipped to foresee when your own advertising campaigns are more likely to succeed or more likely to fail and how to reverse a failing campaign. Descriptions of the advantages and disadvantages of each advertising medium assist with the question of how to construct effective and persuasive selling messages for specific media.

Whether you are looking for advice on how to plan a marketing/advertising campaign, ways to familiarize yourself with each medium available and select a medium to carry your messages, or how to use mind-set advertising, you will find it in Persuasive Advertising for Entrepreneurs and Small Business Owners. This abundance of useful information is ideal for copywriters, brand managers, entrepreneurial institutes, business professors, communications professionals, readers of Inc., Success, and Entrepreneur, advertising and marketing students, and of course, entrepreneurs and small business owners.

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Editorial Reviews

Booknews
The big boys just hire an advertising agency, but small companies and individuals running their own business must often fumble around for months or years wasting scarce money figuring out how to get the right message to the right people. For those with a small budget, here is advice on advertising principles, media selection, copywriting, consumer behavior, and persuasive methods. Annotation c. Book News, Inc., Portland, OR booknews.com
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Product Details

  • ISBN-13: 9781560249948
  • Publisher: Taylor & Francis
  • Publication date: 8/28/1997
  • Pages: 194
  • Product dimensions: 6.00 (w) x 8.30 (h) x 0.60 (d)

Table of Contents

Ch. 1 Introduction 1
Ch. 2 "The Medium Is the Message" - Even for a Five-Year-Old 7
Ch. 3 Entrepreneurial Advertising: Some Business Basics and a Lot of Common Sense 13
Ch. 4 Persuading Customers 29
Ch. 5 Words That Win Customers: A Short Course in Copywriting 53
Ch. 6 Testing: A Scientific Approach to Advertising 87
Ch. 7 The Adventures of a Mail Order Entrepreneur: Direct Response Advertising 95
Ch. 8 "Let Your Fingers Do the Walking": Yellow Pages Advertising 113
Ch. 9 Brochures That Bring in Big Bucks 123
Ch. 10 How to Create Great Television Campaigns on a Small Budget 131
Ch. 11 Radio: Sounds That Sell 145
Ch. 12 Where and When Should You Run Your Message? 153
Ch. 13 Publicity, Public Relations, and Advertising: A Powerful Combination 165
Ch. 14 What Entrepreneurs Really Need to Know About Advertising 173
References 189
Index 191
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