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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.

作者简介：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.

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: Pur　Chasing 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

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书籍介绍

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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.