Synopses & Reviews
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.
- Shows ordinary users how to tap the rich data analysis functionality of Excel, make sense of their organization's critical financial and statistical information, and put together compelling data presentations
- Now revised with over 30 percent new content to cover the enhancements in Excel 2007, including the completely redesigned user interface, augmented charting and PivotTable capabilities, improved security, and better data exchange through XML
- Provides thorough coverage of Excel features that are critical to data analysis-working with external databases, creating PivotTables and PivotCharts, using Excel statistical and financial functions, sharing data, harnessing the Solver, taking advantage of the Small Business Finance Manager, and more
Unleash the power of Excel to make sense of your data
The fun and easy way to gain new insights into your data
This handy guide helps you analyze the information you work with in your job to make better decisions. From grabbing external data to working with PivotCharts, database functions, and regression analysis, it shows you step by step how Excel can turn raw data into intelligible information.
Discover how to
- Import data into Excel
- Work with PivotTables
- Use database and statistical functions
- Customize PivotCharts
- Set up a Solver worksheet
- Perform regression analysis calculations
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
Stephen L. Nelson, MBA, CPA, provides accounting, business advisory, tax planning, and tax preparation services to small businesses. He belongs to the American Institute of CPAs and is a prolific author.
Table of Contents
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.