Advertising For Dummies (eBook)

Gary Dahl (Autor)

eBook Download: EPUB

2011 | 2. Auflage
336 Seiten
John Wiley & Sons (Verlag)
978-1-118-06809-0 (ISBN)

Infos

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?

The world of advertising can seem like a daunting
place--but it doesn't have to be. Advertising for
Dummies coaches you through the process and shows you how
to:

* Identify and reach your target audience

* Define and position your message

* Get the most bang for your buck

* Produce great ads for every medium

* Buy the different media

* Create buzz and use publicity

* Research and evaluate your competition

Advertising for Dummies offers newbies a real-world look
at the ins and outs of advertising--from online and print to
TV, radio, and outdoor formats--to show you how you can easily
develop and execute a successful campaign on any budget. Plus,
you'll find a glossary of common buzzwords you may encounter
along the way so you can talk the talk like the advertising guru
you (almost) are! With simple tips on how to write memorable ads
and timeless lessons from the legends, this book is packed with
everything you need to have people from New York to Los Angeles
whistling your jingle.

Autor

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.

Inhalt

Introduction 1

Part I: Advertising 101 7

Chapter 1: Advertising: Mastering the Art of Promotion 9

Chapter 2: Setting and Working within Your Advertising Budget 19

Chapter 3: Boosting Your Budget with Co-Op Programs 33

Chapter 4: Defining and Positioning Your Message 41

Chapter 5: Forming an Effective Ad Campaign 53

Part II: Creating Great Ads for Every Medium 71

Chapter 6: Online Advertising: Maximizing the Enormous Reach of the Internet 73

Chapter 7: Using Print Ads: Small Spaces with Big Audiences 95

Chapter 8: Radio: Effective, Affordable, and Fun 107

Chapter 9: Demystifying TV Commercials: They Don't Have to Win Awards to Be Effective 123

Chapter 10: Collateral Advertising and Direct Mail: Brochures, Flyers, Newsletters, and More 139

Chapter 11: Opting for Outdoor Ads: Billboards, Posters, Ads on Buses, and Other Signage 159

Part III: Buying the Different Media 173

Chapter 12: Investing in Internet Advertising 175

Chapter 13: Buying Ad Space in Print Media 187

Chapter 14: Purchasing Ad Time on the Radio 199

Chapter 15: Getting Your Ads on Television 215

Chapter 16: Deciding Whether to Hire an Ad Agency 233

Part IV: Beyond the Basics: Creating Buzz and Using Publicity 245

Chapter 17: Creating Buzz and Word-of-Mouth Advertising 247

Chapter 18: Leveraging Your Advertising with Public Relations, Publicity, Specialty Items, and Events 257

Part V: The Part of Tens 279

Chapter 19: Ten Secrets for Writing Memorable Advertising 281

Chapter 20: (Almost) Ten Ways to Know It's Time to Hire an Agency 287

Glossary 293

Index 297

Produkt-Details

• Erscheint lt. Verlag: 18.4.2011
• Sprache: englisch
• Themenwelt: Sachbuch/Ratgeber ► Beruf / Finanzen / Recht / Wirtschaft ► Bewerbung / Karriere
• Themenwelt: Sachbuch/Ratgeber ► Beruf / Finanzen / Recht / Wirtschaft ► Wirtschaft
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Schlagworte: Advertising • Business & Management • Werbung • Wirtschaft u. Management
• ISBN-10: 1-118-06809-2 / 1118068092
• ISBN-13: 978-1-118-06809-0 / 9781118068090