Advertising for Dummies

Now updated! Your plain-English guide to creating cost-effective ad campaigns

Gary R. Dahl - Collection For Dummies

312 pages, parution le 07/02/2007 (2^eme édition)

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Résumé

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 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

Sommaire

Advertising 101.
- Advertising: Mastering the Art of Promotion.
- Setting and Working within Your Advertising Budget.
- Boosting Your Budget with Co-Op Programs.
- Defining and Positioning Your Message.
- Forming an Effective Ad Campaign.
Creating Great Ads for Every Medium.
- Online Advertising: Maximizing the Enormous Reach of the Internet.
- Using Print Ads: Small Spaces with Big Audiences.
- Radio: Effective, Affordable, and Fun.
- Demystifying TV Commercials: They Don't Have to Win Awards to Be Effective.
- Collateral Advertising and Direct Mail: Brochures, Flyers, Newsletters, and More.
- Opting for Outdoor Ads: Billboards, Posters, Ads on Buses, and Other Signage.
Buying the Different Media.
- Investing in Internet Advertising.
- Buying Ad Space in Print Media.
- Purchasing Ad Time on the Radio.
- Getting Your Ads on Television.
- Deciding Whether to Hire an Ad Agency.
Beyond the Basics: Creating Buzz and Using Publicity.
- Creating Buzz and Word-of-Mouth Advertising.
- Leveraging Your Advertising with Public Relations, Publicity, Specialty Items, and Events.
The Part of Tens.
- Ten Secrets for Writing Memorable Advertising.
- (Almost) Ten Ways to Know It's Time to Hire an Agency.

Voir tout

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Gary R. Dahl
Collection	For Dummies
Parution	07/02/2007
Édition	2^eme édition
Nb. de pages	312
Format	18,5 x 23,5
Couverture	Broché
Poids	484g
Intérieur	Noir et Blanc
EAN13	9780470045831
ISBN13	978-0-470-04583-1