Advertising For Dummies, 2ed
ISBN: 9789357462013
For more information write to us at: acadmktg@wiley.com
Description
So, you need to create an advertising campaign that brings in more customers, adds more dollars to your bottom line, and validates all the reasons you went into business in the first place. But how can you make your ad look and sound like champagne if your budget can only afford beer? Are you wasting your time trying to sell ice to an Eskimo?
Introduction
About This Book
Conventions Used in This Book
What You’re Not to Read
Foolish Assumptions
How This Book Is Organized
Part I: Advertising 101
Part II: Creating Great Ads for Every Medium
Part III: Buying the Different Media
Part IV: Beyond the Basics: Creating Buzz and Using Publicity
Part V: The Part of Tens
Icons Used in This Book
Where to Go from Here
Part I: Advertising 101
Chapter 1: Advertising: Mastering the Art of Promotion
- Making Advertising Work
- Getting to Know Your Media Options
- Regarding radio
- Rating TV
- Contemplating print
- Musing upon direct mail
- Scrutinizing outdoor advertising
- Ogling online ads
- Poring over publicity
- Lessons from the Legends: Figuring Out Your Advertising Needs
- David Ogilvy
- Bill Bernbach
- Wieden and Kennedy
Chapter 2: Setting and Working within Your Advertising Budget
- Determining How Much You Can Afford to Spend
- Developing an Advertising Strategy and a Tactical Plan
- Researching and evaluating your competition
- Identifying your target market
- Knowing your product’s appeal
- Maximizing Your Budget
- Getting the most out of your creative and production
- Using media you can afford
Chapter 3: Boosting Your Budget with Co-Op Programs
- Knowing Who Uses Co-Op Funds
- Finding Out Which of Your Suppliers Have Co-Op Funds Available
- Knowing who to talk to
- You’ve found your funds, now how do you get the dough?
- Understanding the Rules, Regulations