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