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.
Introduction 1 Part I: Advertising 101 7 Chapter 1: Advertising: Mastering the Art of Promotion 9 Chapter 2: Setting and Working within Your Advertising Budget 19 Chapter 3: Boosting Your Budget with Co-Op Programs 33 Chapter 4: Defining and Positioning Your Message 41 Chapter 5: Forming an Effective Ad Campaign 53 Part II: Creating Great Ads for Every Medium 71 Chapter 6: Online Advertising: Maximizing the Enormous Reach of the Internet 73 Chapter 7: Using Print Ads: Small Spaces with Big Audiences 95 Chapter 8: Radio: Effective, Affordable, and Fun 107 Chapter 9: Demystifying TV Commercials: They Don’t Have to Win Awards to Be Effective 123 Chapter 10: Collateral Advertising and Direct Mail: Brochures, Flyers, Newsletters, and More 139 Chapter 11: Opting for Outdoor Ads: Billboards, Posters, Ads on Buses, and Other Signage 159 Part III: Buying the Different Media 173 Chapter 12: Investing in Internet Advertising 175 Chapter 13: Buying Ad Space in Print Media 187 Chapter 14: Purchasing Ad Time on the Radio 199 Chapter 15: Getting Your Ads on Television 215 Chapter 16: Deciding Whether to Hire an Ad Agency 233 Part IV: Beyond the Basics: Creating Buzz and Using Publicity 245 Chapter 17: Creating Buzz and Word-of-Mouth Advertising 247 Chapter 18: Leveraging Your Advertising with Public Relations, Publicity, Specialty Items, and Events 257 Part V: The Part of Tens 279 Chapter 19: Ten Secrets for Writing Memorable Advertising 281 Chapter 20: (Almost) Ten Ways to Know It’s Time to Hire an Agency 287 Glossary 293 Index 297
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.
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