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Advertising for Dummies (For Dummies)

by

Advertising for Dummies (For Dummies) Cover

 

Synopses & Reviews

Publisher Comments:

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.

Synopsis:

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

Synopsis:

Advertising For Dummies, Second Edition covers all the ins and outs of advertising for small business owners, advertising and marketing professionals, and anyone who wants to know more about the business and its basics. It includes up-to-date information on electronic, print, radio, television, and online advertising, as well as outdoor formats. It covers word-of-mouth, viral, and guerrilla advertising, grassroots campaigns, and more. Readers will learn what works and what doesn't and get all the basics of advertising budgeting and strategy.

Synopsis:

New info on buzz, publicity, and word-of-mouth advertising

The fun and easy way® 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

About the Author

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.

Table of Contents

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.

Product Details

ISBN:
9780470045831
Author:
Dahl, Gary
Publisher:
For Dummies
Subject:
Advertising & Promotion
Subject:
Advertising
Subject:
Business-Advertising
Copyright:
Edition Number:
2
Edition Description:
WebSite Associated w/Book
Series:
For Dummies
Publication Date:
20110418
Binding:
Electronic book text in proprietary or open standard format
Grade Level:
General/trade
Language:
English
Illustrations:
Y
Pages:
336
Dimensions:
9.18x7.36x.73 in. 1.06 lbs.

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Related Subjects

Business » Advertising
Business » Marketing

Advertising for Dummies (For Dummies) New Trade Paper
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$21.99 In Stock
Product details 336 pages For Dummies - English 9780470045831 Reviews:
"Synopsis" by , 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

"Synopsis" by , Advertising For Dummies, Second Edition covers all the ins and outs of advertising for small business owners, advertising and marketing professionals, and anyone who wants to know more about the business and its basics. It includes up-to-date information on electronic, print, radio, television, and online advertising, as well as outdoor formats. It covers word-of-mouth, viral, and guerrilla advertising, grassroots campaigns, and more. Readers will learn what works and what doesn't and get all the basics of advertising budgeting and strategy.
"Synopsis" by , New info on buzz, publicity, and word-of-mouth advertising

The fun and easy way® 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

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