InhaltsangabeIntroduction. 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.

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.

Leseprobe

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.