Details

Advertising For Dummies

2. Aufl.

von: Gary Dahl
15,99 €
Verlag:	Wiley
Format:	EPUB
Veröffentl.:	18.04.2011
ISBN/EAN:	9781118068090
Sprache:	englisch
Anzahl Seiten:	336

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Beschreibungen

Titelbeschreibung

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: <ul type="disc"> <li>Identify and reach your target audience</li> <li>Define and position your message</li> <li>Get the most bang for your buck</li> <li>Produce great ads for every medium</li> <li>Buy the different media</li> <li>Create buzz and use publicity</li> <li>Research and evaluate your competition</li> </ul> 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.

Inhaltsverzeichnis

Introduction 1 About This Book 1 Conventions Used in This Book 2 What You’re Not to Read 2 Foolish Assumptions 2 How This Book Is Organized 3 Part I: Advertising 101 3 Part II: Creating Great Ads for Every Medium 3 Part III: Buying the Different Media 4 Part IV: Beyond the Basics: Creating Buzz and Using Publicity 4 Part V: The Part of Tens 4 Icons Used in This Book 5 Where to Go from Here 5 Part I: Advertising 101 7 Chapter 1: Advertising: Mastering the Art of Promotion 9 Making Advertising Work 10 Getting to Know Your Media Options 11 Regarding radio 11 Rating TV 12 Contemplating print 12 Musing upon direct mail 13 Scrutinizing outdoor advertising 14 Ogling online ads 14 Poring over publicity 14 Lessons from the Legends: Figuring Out Your Advertising Needs 15 David Ogilvy 16 Bill Bernbach 17 Wieden and Kennedy 18 Chapter 2: Setting and Working within Your Advertising Budget 19 Determining How Much You Can Afford to Spend 20 Developing an Advertising Strategy and a Tactical Plan 22 Researching and evaluating your competition 22 Identifying your target market 23 Knowing your product’s appeal 24 Maximizing Your Budget 24 Getting the most out of your creative and production 25 Using media you can afford 26 Chapter 3: Boosting Your Budget with Co-Op Programs 33 Knowing Who Uses Co-Op Funds 33 Finding Out Which of Your Suppliers Have Co-Op Funds Available 35 Knowing who to talk to 36 You’ve found your funds, now how do you get the dough? 37 Understanding the Rules, Regulations, and Restrictions 37 Getting your ads preapproved 38 Obtaining proof of performance 39 Submitting your co-op claims package 40 Chapter 4: Defining and Positioning Your Message 41 Understanding Why People Choose One Product or Service over Another 42 Image is everything 42 You’ve got personality! 42 Convenience: More than location 43 Don’t sacrifice service! 44 Let ’em know your uniqueness 45 The price is right 45 Researching and Assessing Your Competition: What Sets Your Product Apart? 46 Developing a Strategy for Your Advertising Campaign 48 Case Study: Advertising a Chain of Women’s Plus-Size Clothing Stores 49 Identifying the USP: The unique selling proposition 50 Knowing the budget — and staying within its limits 50 Shooting the ads 51 Selecting the right media 51 Applying these ideas to your ad campaign 52 Chapter 5: Forming an Effective Ad Campaign 53 Identifying and Targeting Your Audience 54 Focus on your primary market 55 Research your market 55 Checking Out Your Competition’s Ads so You Can Differentiate Yours 56 Focusing on Ads That You Respond to Most 57 Concocting a Creative Hook to Get Your Audience’s Attention 59 Creative brainstorming 60 Creative example: Developing a campaign for a community college 62 Incorporating Your Creative Message into an Overall Media Ad Campaign 65 Ensuring consistency of your message in all media you choose 66 Keeping your message simple 66 Using words that sell 67 Delivering your message with clarity 69 Part II: Creating Great Ads for Every Medium 71 Chapter 6: Online Advertising: Maximizing the Enormous Reach of the Internet 73 Measuring the Pros and Cons of Online Advertising 74 Creating Your Own Web Site 76 Deciding on your Web site goals 77 Choosing an effective domain name 78 Saving money (or your sanity): Your Web design 78 Designing a strong Web site 79 Promoting Your Site 83 Setting Goals for Online Ads 85 Ads that build awareness 86 Ads that encourage click-through 86 Ads that encourage sales 87 Choosing Among Online Ad Formats 87 Creating banner ads 88 Doing e-mail advertising 92 Chapter 7: Using Print Ads: Small Spaces with Big Audiences 95 Exploring the Advantages of Print 95 Recognizing What Makes a Print Ad Successful 96 Writing and Designing an Eye-Catching Print Ad 99 Hammering out your headline 99 Shaping your subheads 101 Building your body copy 101 Generating your graphics 102 Don’t forget the layout! 103 Chapter 8: Radio: Effective, Affordable, and Fun 107 Summarizing Your Business in 60 Seconds 107 Who are you? 108 What are you selling? 108 When do you want consumers to act? 109 How can customers get in touch with you? 109 Why should customers hire or buy from you? 110 Deciding on the Format for Your Ad 112 Talking it up: Dialogue 112 Amusing (and schmoozing) the masses: Comedy 113 Giving just the facts: A straight read 114 Determining Who Should Read the Script 115 Doing it yourself 115 Using a studio announcer 118 Hiring a professional voice talent 118 Setting It All in Motion: How to Get Your Ad on the Radio 120 Chapter 9: Demystifying TV Commercials: They Don’t Have to Win Awards to Be Effective 123 Designing Your TV Commercial in Layers 124 Audio 124 Video 125 Computer graphics 125 Bringing the Audio and Visual Together 126 Deciding What to Feature in Your Commercial 129 Appearing in your own commercial 129 Promoting with a professional 130 Highlighting your place of business 130 Focusing the camera on your product or service 131 Figuring Out Where to Shoot 131 On location 131 In the studio 134 Producing Your Commercial 135 Using the TV station’s production department 135 Hiring an independent production house 137 Editing Your Commercial 137 Chapter 10: Collateral Advertising and Direct Mail: Brochures, Flyers, Newsletters, and More 139 First Things First: Planning Your Collateral Campaign 140 Watching Out for Collateral Budget Busters 141 Adding a little (or a lot) of color 142 Printing cheap: No such thing? 142 Designing the Best Collateral Ads for Your Business 145 Striving for a simple design and clear copy 146 Deciding what to include in your ad 147 Getting help with your design 151 Handing Off the Dirty Work: Direct-Mail Houses 154 Asking the direct-mail provider some important questions 154 Planning your postage 157 Chapter 11: Opting for Outdoor Ads: Billboards, Posters, Ads on Buses, and Other Signage 159 Recognizing the Advantages of Outdoor Advertising 160 Measuring the Effectiveness of Outdoor Ads 162 Choosing Among Your Outdoor Advertising Options 163 Designing Memorable Outdoor Advertising 166 Pursuing potential customers 167 Making your ad readable 168 Keeping your ad clear 169 Making it worth remembering 169 Looking at a Success Story: Chick-fil-A’s Billboard Campaign 170 Aiming for the target audience 171 Setting up the marketing strategy 171 Capitalizing on the creative strategy 171 Reaping the results 171 Part III: Buying the Different Media 173 Chapter 12: Investing in Internet Advertising 175 Hiring Someone to Create Your Business Web Site 176 Choosing a Web designer worthy of your hard-earned dollars 176 Contracting with and paying a Web designer 178 Finding an ISP to Run Your Site 179 Ranking Your Site: Purchasing Key Words on Search Engines 181 Buying Banner Ads on Other Web Sites 181 Using ad networks 181 Placing your online ads yourself 182 Online advertising via affiliate programs 182 Finding out whether your banner is working 183 Assessing the Cost-Effectiveness of E-Mail Advertising 184 Chapter 13: Buying Ad Space in Print Media 187 Choosing the Right Publication for Your Print Ad 188 Calculating Your Print Ad’s Cost 189 Finding a Good Sales Rep 191 Cold-calling a publication: Don’t do it! 191 Going straight to the top: Call the sales manager 192 Asking for referrals 192 Becoming a Formidable Ad Buyer 193 Acting as though you’re reluctant 193 Making your sales rep think she’s got competition 195 Complaining when the time is right 196 Chapter 14: Purchasing Ad Time on the Radio 199 Determining the Best Radio Station for Your Ads 200 Specifying which demographic you’re after 201 Doing your homework 202 Buying the station 204 Talking the Talk of Radio Advertising 205 Cume 206 Ranker 206 Dayparts 207 Reading the Fine Print 207 Hammering out the details 207 Holding ’em to it 209 Waiting Patiently for the Results 210 Giving your audience time to respond 210 Buying radio time: Too little, too much? 211 Evaluating your radio ads from time to time 211 Taking Advantage of Seasonal Incentives to Reduce Your Costs 212 Chapter 15: Getting Your Ads on Television 215 Buying the Programming, Not the Station 216 Comparing TV Stations: Request Media Kits 217 Ready to Negotiate? Better Know Your TV Marketing Terms First! 218 Understanding timing and sweeps 219 Measuring ratings and market shares 219 Working with a Sales Rep 221 Talkin’ the talk: Negotiating successfully 223 Is Cable Advertising Right for You? 226 Working effectively with a cable sales rep 227 Hitting the bull’s-eye with cable ads 229 Doing the math: Cable TV market penetration 229 Chapter 16: Deciding Whether to Hire an Ad Agency 233 Determining When You May Need to Hire an Agency 234 Finding the Right Agency for Your Business 236 Getting to Know the People Handling Your Account 237 Compensating Your Agency 238 Media commissions 239 Creative and production charges 240 Markups 241 Retainers 241 Working with Your Agency to Get What You Need 242 Part IV: Beyond the Basics: Creating Buzz and Using Publicity 245 Chapter 17: Creating Buzz and Word-of-Mouth Advertising 247 Getting the Terminology Straight 247 Seeing the Power of Word of Mouth 248 Examining word-of-mouth marketing success stories 249 Beware of negative buzz! 250 Tips and Techniques on Generating Buzz 251 Coining a great new phrase 251 Hiring beautiful people to promote your product 251 Taking advantage of celebrity endorsements 252 Throwing a party 253 Hitting the streets 253 Figuring out where to find your big mouths 254 Creating a blog about your business 254 Chapter 18: Leveraging Your Advertising with Public Relations, Publicity, Specialty Items, and Events 257 Starting a Public Relations Campaign 258 Understanding How Publicity Can Bring Customers 259 Writing an effective press release 260 Getting the story to the right media 263 Advertising on Specialty Items 266 Recognizing the advantages of specialty advertising 267 Selecting specialty items with a purpose 269 Keep the copy simple on a specialty item 271 Generating Traffic: Promotional Events 271 Radio: The promotions king 272 Other promotional opportunities 275 Participating in Sponsored Events 275 Determining whether you can staff the event 276 Calculating the costs: A valuable investment? 277 Deciding which events are worthwhile 277 Finding sponsored events that work for your business 278 Part V: The Part of Tens 279 Chapter 19: Ten Secrets for Writing Memorable Advertising 281 Ignoring the Rules of Grammar 281 Making Your Ads Effective 282 Knowing Why People Buy Your Products 282 Finding a Creative Hook 283 Remembering That Creativity Is Hard Work 284 Letting Your Creative Hook Dictate Your Media Buy 284 Considering Your Budget 285 Striving for Continuity 285 Keeping It Simple 286 Being Clear in Your Message 286 Chapter 20: (Almost) Ten Ways to Know It’s Time to Hire an Agency 287 Your Ad Budget Has Become Substantial 287 You Need the Expertise of a Professional Media Buyer 288 Your Creative Light Bulb Has Burned Out 288 You’re Overwhelmed by the Demands of Production 289 You’re Having Trouble Keeping Up with the Bookkeeping 289 You’re Leaving Co-Op Funds on the Table 289 Your Time Is Being Taken Up by Media Reps 290 You’re Running Faster to Stay in the Same Place 290 You Want a Bunch of Free Stuff 291 Glossary 293 Index 297

Autorenportrait

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.

Back cover copy

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 <ul> <li>Set a realistic ad budget</li> <li>Define and position your message</li> <li>Identify and target your audience</li> <li>Create great ads for every medium</li> <li>Make an emotional connection</li> <li>Use "ad speak" effectively</li> </ul>