Advertising for Dummies�

ISBN-10: 0470045833
ISBN-13: 9780470045831
Edition: 2nd 2007 (Revised)
Authors: Gary Dahl
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Description: New info on buzz, publicity, and word-of-mouth advertisingThe fun and easy way to create effective ads and increase your profitsNeed to develop a hard-hitting, memorable ad campaign? This practical guide gives you the inside scoop on creating  More...

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Book details

List price: $21.99
Edition: 2nd
Copyright year: 2007
Publisher: John Wiley & Sons, Incorporated
Publication date: 1/3/2007
Binding: Paperback
Pages: 336
Size: 7.25" wide x 9.00" long x 1.00" tall
Weight: 1.034
Language: English

New info on buzz, publicity, and word-of-mouth advertisingThe fun and easy way to create effective ads and increase your profitsNeed 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 toSet a realistic ad budgetDefine and position your messageIdentify and target your audienceCreate great ads for every mediumMake an emotional connectionUse "ad speak" effectively

Arist von HehnDoctorate in Law, European University Viadrina Frankfurt (Oder), Masters in International Human Rights and Humanitarian Law (LL.M.), Lund University, was trained as a lawyer and mediator in Germany and worked in Northern Ireland in relation to human rights and as a management consultant during the Aceh peace process.

Introduction
About This Book
Conventions Used in This Book
What You're Not to Read
Foolish Assumptions
How This Book Is Organized
Advertising 101
Creating Great Ads for Every Medium
Buying the Different Media
Beyond the Basics: Creating Buzz and Using Publicity
The Part of Tens
Icons Used in This Book
Where to Go from Here
Advertising 101
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
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
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, and Restrictions
Getting your ads preapproved
Obtaining proof of performance
Submitting your co-op claims package
Defining and Positioning Your Message
Understanding Why People Choose One Product or Service over Another
Image is everything
You've got personality!
Convenience: More than location
Don't sacrifice service!
Let 'em know your uniqueness
The price is right
Researching and Assessing Your Competition: What Sets Your Product Apart?
Developing a Strategy for Your Advertising Campaign
Case Study: Advertising a Chain of Women's Plus-Size Clothing Stores
Identifying the USP: The unique selling proposition
Knowing the budget - and staying within its limits
Shooting the ads
Selecting the right media
Applying these ideas to your ad campaign
Forming an Effective Ad Campaign
Identifying and Targeting Your Audience
Focus on your primary market
Research your market
Checking Out Your Competition's Ads so You Can Differentiate Yours
Focusing on Ads That You Respond to Most
Concocting a Creative Hook to Get Your Audience's Attention
Creative brainstorming
Creative example: Developing a campaign for a community college
Incorporating Your Creative Message into an Overall Media Ad Campaign
Ensuring consistency of your message in all media you choose
Keeping your message simple
Using words that sell
Delivering your message with clarity
Creating Great Ads for Every Medium
Online Advertising: Maximizing the Enormous Reach of the Internet
Measuring the Pros and Cons of Online Advertising
Creating Your Own Web Site
Deciding on your Web site goals
Choosing an effective domain name
Saving money (or your sanity): Your Web design
Designing a strong Web site
Promoting Your Site
Setting Goals for Online Ads
Ads that build awareness
Ads that encourage click-through
Ads that encourage sales
Choosing Among Online Ad Formats
Creating banner ads
Doing e-mail advertising
Using Print Ads: Small Spaces with Big Audiences
Exploring the Advantages of Print
Recognizing What Makes a Print Ad Successful
Writing and Designing an Eye-Catching Print Ad
Hammering out your headline
Shaping your subheads
Building your body copy
Generating your graphics
Don't forget the layout!
Radio: Effective, Affordable, and Fun
Summarizing Your Business in 60 Seconds
Who are you?
What are you selling?
When do you want consumers to act?
How can customers get in touch with you?
Why should customers hire or buy from you?
Deciding on the Format for Your Ad
Talking it up: Dialogue
Amusing (and schmoozing) the masses: Comedy
Giving just the facts: A straight read
Determining Who Should Read the Script
Doing it yourself
Using a studio announcer
Hiring a professional voice talent
Setting It All in Motion: How to Get Your Ad on the Radio
Demystifying TV Commercials: They Don't Have to Win Awards to Be Effective
Designing Your TV Commercial in Layers
Audio
Video
Computer graphics
Bringing the Audio and Visual Together
Deciding What to Feature in Your Commercial
Appearing in your own commercial
Promoting with a professional
Highlighting your place of business
Focusing the camera on your product or service
Figuring Out Where to Shoot
On location
In the studio
Producing Your Commercial
Using the TV station's production department
Hiring an independent production house
Editing Your Commercial
Collateral Advertising and Direct Mail: Brochures, Flyers, Newsletters, and More
First Things First: Planning Your Collateral Campaign
Watching Out for Collateral Budget Busters
Adding a little (or a lot) of color
Printing cheap: No such thing?
Designing the Best Collateral Ads for Your Business
Striving for a simple design and clear copy
Deciding what to include in your ad
Getting help with your design
Handing Off the Dirty Work: Direct-Mail Houses
Asking the direct-mail provider some important questions
Planning your postage
Opting for Outdoor Ads: Billboards, Posters, Ads on Buses, and Other Signage
Recognizing the Advantages of Outdoor Advertising
Measuring the Effectiveness of Outdoor Ads
Choosing Among Your Outdoor Advertising Options
Designing Memorable Outdoor Advertising
Pursuing potential customers
Making your ad readable
Keeping your ad clear
Making it worth remembering
Looking at a Success Story: Chick-fil-A's Billboard Campaign
Aiming for the target audience
Setting up the marketing strategy
Capitalizing on the creative strategy
Reaping the results
Buying the Different Media
Investing in Internet Advertising
Hiring Someone to Create Your Business Web Site
Choosing a Web designer worthy of your hard-earned dollars
Contracting with and paying a Web designer
Finding an ISP to Run Your Site
Ranking Your Site: Purchasing Key Words on Search Engines
Buying Banner Ads on Other Web Sites
Using ad networks
Placing your online ads yourself
Online advertising via affiliate programs
Finding out whether your banner is working
Assessing the Cost-Effectiveness of E-Mail Advertising
Buying Ad Space in Print Media
Choosing the Right Publication for Your Print Ad
Calculating Your Print Ad's Cost
Finding a Good Sales Rep
Cold-calling a publication: Don't do it!
Going straight to the top: Call the sales manager
Asking for referrals
Becoming a Formidable Ad Buyer
Acting as though you're reluctant
Making your sales rep think she's got competition
Complaining when the time is right
Purchasing Ad Time on the Radio
Determining the Best Radio Station for Your Ads
Specifying which demographic you're after
Doing your homework
Buying the station
Talking the Talk of Radio Advertising
Cume
Ranker
Dayparts
Reading the Fine Print
Hammering out the details
Holding 'em to it
Waiting Patiently for the Results
Giving your audience time to respond
Buying radio time: Too little, too much?
Evaluating your radio ads from time to time
Taking Advantage of Seasonal Incentives to Reduce Your Costs
Getting Your Ads on Television
Buying the Programming, Not the Station
Comparing TV Stations: Request Media Kits
Ready to Negotiate? Better Know Your TV Marketing Terms First!
Understanding timing and sweeps
Measuring ratings and market shares
Working with a Sales Rep
Talkin' the talk: Negotiating successfully
Is Cable Advertising Right for You?
Working effectively with a cable sales rep
Hitting the bull's-eye with cable ads
Doing the math: Cable TV market penetration
Deciding Whether to Hire an Ad Agency
Determining When You May Need to Hire an Agency
Finding the Right Agency for Your Business
Getting to Know the People Handling Your Account
Compensating Your Agency
Media commissions
Creative and production charges
Markups
Retainers
Working with Your Agency to Get What You Need
Beyond the Basics: Creating Buzz and Using Publicity
Creating Buzz and Word-of-Mouth Advertising
Getting the Terminology Straight
Seeing the Power of Word of Mouth
Examining word-of-mouth marketing success stories
Beware of negative buzz!
Tips and Techniques on Generating Buzz
Coining a great new phrase
Hiring beautiful people to promote your product
Taking advantage of celebrity endorsements
Throwing a party
Hitting the streets
Figuring out where to find your big mouths
Creating a blog about your business
Leveraging Your Advertising with Public Relations, Publicity, Specialty Items, and Events
Starting a Public Relations Campaign
Understanding How Publicity Can Bring Customers
Writing an effective press release
Getting the story to the right media
Advertising on Specialty Items
Recognizing the advantages of specialty advertising
Selecting specialty items with a purpose
Keep the copy simple on a specialty item
Generating Traffic: Promotional Events
Radio: The promotions king
Other promotional opportunities
Participating in Sponsored Events
Determining whether you can staff the event
Calculating the costs: A valuable investment?
Deciding which events are worthwhile
Finding sponsored events that work for your business
The Part of Tens
Ten Secrets for Writing Memorable Advertising
Ignoring the Rules of Grammar
Making Your Ads Effective
Knowing Why People Buy Your Products
Finding a Creative Hook
Remembering That Creativity Is Hard Work
Letting Your Creative Hook Dictate Your Media Buy
Considering Your Budget
Striving for Continuity
Keeping It Simple
Being Clear in Your Message
(Almost) Ten Ways to Know It's Time to Hire an Agency
Your Ad Budget Has Become Substantial
You Need the Expertise of a Professional Media Buyer
Your Creative Light Bulb Has Burned Out
You're Overwhelmed by the Demands of Production
You're Having Trouble Keeping Up with the Bookkeeping
You're Leaving Co-Op Funds on the Table
Your Time Is Being Taken Up by Media Reps
You're Running Faster to Stay in the Same Place
You Want a Bunch of Free Stuff
Glossary
Index

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