Advertising for Dummies (For Dummies)

If you need help figuring out which advertising media offers you the most exposure or determining how much you can realistically spend on your advertising budget, then look no further. If you want shortcuts, insights, techniques, and money-saving facts that will get you the most bang for your advertising buck, then this is the book for you. It’s a guide to advertising for the rest of us — people for whom an advertising budget represents an important percentage of gross income and, therefore, must be spent very wisely. Inside you’ll find out how to:

• Devise a realistic advertising budget
• Define and position your message
• Create TV, radio, billboard, and Internet advertising
• Use “ad-speak” effectively

This helpful guide covers every media, from Internet advertising to TV and radio to billboards or newspapers. You’ll master the fundamentals of advertising, learn to generate fresh ideas, and write great ads. You’ll write great press releases and discover the secret to saving money through co-op ads. And there’s more:

• When and how to hire an ad agency
• Why people choose one product over another
• Creating brochures and direct mail pieces
• Designing an effective, inviting Web site
• Sticking to a budget
• The difference between PR and publicity
• Ten secrets to writing memorable ads

Your nuts-and-bolts guide to successful advertising — and a profitable business Want to drum up business but not sure where to start? Relax! Let expert Gary Dahl show you the ins and outs of advertising — with no stress, no sweat. From Internet advertising to more traditional media like TV and radio, this practical guide steers your company toward profit and success. Go for the gold!

Discover how to: Devise a realistic advertising budget Maximize your budget with co-op or other shared payment programs Define and position your message Create TV, radio, billboard, and Internet advertising Use "ad-speak" effectively

The Dummies Way^™ Explanations in plain English "Get in, get out" information Icons and other navigational aids Tear-out cheat sheet Top ten lists A dash of humor and fun

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The world of advertising can seem like a daunting place—but it doesn’t have to be. Advertising for Dummiescoaches 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 Dummiesoffers 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.

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.