Advertising For Dummies
2nd Edition
Published on 12. January 2007
Book
Paperback/Softback
336 pages
978-0-470-04583-1 (ISBN)
Description
New info on buzz, publicity, and word-of-mouth advertising
The fun and easy way(r) 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
More details
Product info
PB
Edition
2., Auflage
Language
English
Place of publication
United States
Publishing group
John Wiley & Sons Inc
Target group
Professional and scholarly
Product notice
Paperback (trade)
Unsewn / adhesive bound
Dimensions
Height: 235 mm
Width: 191 mm
Thickness: 18 mm
Weight
629 gr
ISBN-13
978-0-470-04583-1 (9780470045831)
Schweitzer Classification
Other editions
Additional editions
Previous edition
Gary R. Dahl
Advertising For Dummies
Book
09/2001
Hungry Minds Inc,U.S.
€40.43
Article exhausted; check for reprint
Person
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.
Content
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.