Gary Dahl

Advertising For Dummies (eBook, ePUB)

• Format: ePub

Produktbeschreibung

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.

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Produktdetails

• Verlag: John Wiley & Sons
• Seitenzahl: 336
• Erscheinungstermin: 18. April 2011
• Englisch
• ISBN-13: 9781118068090
• Artikelnr.: 37484921

Autorenporträt

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.

Inhaltsangabe

Introduction. Part I: Advertising 101. Chapter 1: Advertising: Mastering
the Art of Promotion. Chapter 2: Setting and Working within Your
Advertising Budget. Chapter 3: Boosting Your Budget with Co-Op Programs.
Chapter 4: Defining and Positioning Your Message. Chapter 5: Forming an
Effective Ad Campaign. Part II: Creating Great Ads for Every Medium.
Chapter 6: Online Advertising: Maximizing the Enormous Reach of the
Internet. Chapter 7: Using Print Ads: Small Spaces with Big Audiences.
Chapter 8: Radio: Effective, Affordable, and Fun. Chapter 9: Demystifying
TV Commercials: They Don't Have to Win Awards to Be Effective. Chapter 10:
Collateral Advertising and Direct Mail: Brochures, Flyers, Newsletters, and
More. Chapter 11: Opting for Outdoor Ads: Billboards, Posters, Ads on
Buses, and Other Signage. Part III: Buying the Different Media. Chapter 12:
Investing in Internet Advertising. Chapter 13: Buying Ad Space in Print
Media. Chapter 14: Purchasing Ad Time on the Radio. Chapter 15: Getting
Your Ads on Television. Chapter 16: Deciding Whether to Hire an Ad Agency.
Part IV: Beyond the Basics: Creating Buzz and Using Publicity. Chapter 17:
Creating Buzz and Word-of-Mouth Advertising. Chapter 18: Leveraging Your
Advertising with Public Relations, Publicity, Specialty Items, and Events.
Part V: The Part of Tens. Chapter 19: Ten Secrets for Writing Memorable
Advertising. Chapter 20: (Almost) Ten Ways to Know It's Time to Hire an
Agency. Glossary. Index.