{"product_id":"advertising-for-dummies-isbn-9780470045831","title":"Advertising For Dummies","description":"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?  \u003cp\u003eThe world of advertising can seem like a daunting place—but it doesn’t have to be. \u003ci\u003eAdvertising for Dummies\u003c\/i\u003e coaches you through the process and shows you how to:\u003c\/p\u003e \u003cul type=\"disc\"\u003e \u003cli\u003eIdentify and reach your target audience\u003c\/li\u003e \u003cli\u003eDefine and position your message\u003c\/li\u003e \u003cli\u003eGet the most bang for your buck\u003c\/li\u003e \u003cli\u003eProduce great ads for every medium\u003c\/li\u003e \u003cli\u003eBuy the different media\u003c\/li\u003e \u003cli\u003eCreate buzz and use publicity\u003c\/li\u003e \u003cli\u003eResearch and evaluate your competition\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003ci\u003eAdvertising for Dummies\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eIntroduction 1\u003c\/p\u003e \u003cp\u003eAbout This Book 1\u003c\/p\u003e \u003cp\u003eConventions Used in This Book 2\u003c\/p\u003e \u003cp\u003eWhat You’re Not to Read 2\u003c\/p\u003e \u003cp\u003eFoolish Assumptions 2\u003c\/p\u003e \u003cp\u003eHow This Book Is Organized 3\u003c\/p\u003e \u003cp\u003ePart I: Advertising 101 3\u003c\/p\u003e \u003cp\u003ePart II: Creating Great Ads for Every Medium 3\u003c\/p\u003e \u003cp\u003ePart III: Buying the Different Media 4\u003c\/p\u003e \u003cp\u003ePart IV: Beyond the Basics: Creating Buzz and Using Publicity 4\u003c\/p\u003e \u003cp\u003ePart V: The Part of Tens 4\u003c\/p\u003e \u003cp\u003eIcons Used in This Book 5\u003c\/p\u003e \u003cp\u003eWhere to Go from Here 5\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I: Advertising 101 7\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1: Advertising: Mastering the Art of Promotion 9\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMaking Advertising Work 10\u003c\/p\u003e \u003cp\u003eGetting to Know Your Media Options 11\u003c\/p\u003e \u003cp\u003eRegarding radio 11\u003c\/p\u003e \u003cp\u003eRating TV 12\u003c\/p\u003e \u003cp\u003eContemplating print 12\u003c\/p\u003e \u003cp\u003eMusing upon direct mail 13\u003c\/p\u003e \u003cp\u003eScrutinizing outdoor advertising 14\u003c\/p\u003e \u003cp\u003eOgling online ads 14\u003c\/p\u003e \u003cp\u003ePoring over publicity 14\u003c\/p\u003e \u003cp\u003eLessons from the Legends: Figuring Out Your Advertising Needs 15\u003c\/p\u003e \u003cp\u003eDavid Ogilvy 16\u003c\/p\u003e \u003cp\u003eBill Bernbach 17\u003c\/p\u003e \u003cp\u003eWieden and Kennedy 18\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2: Setting and Working within Your Advertising Budget 19\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDetermining How Much You Can Afford to Spend 20\u003c\/p\u003e \u003cp\u003eDeveloping an Advertising Strategy and a Tactical Plan 22\u003c\/p\u003e \u003cp\u003eResearching and evaluating your competition 22\u003c\/p\u003e \u003cp\u003eIdentifying your target market 23\u003c\/p\u003e \u003cp\u003eKnowing your product’s appeal 24\u003c\/p\u003e \u003cp\u003eMaximizing Your Budget 24\u003c\/p\u003e \u003cp\u003eGetting the most out of your creative and production 25\u003c\/p\u003e \u003cp\u003eUsing media you can afford 26\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3: Boosting Your Budget with Co-Op Programs 33\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKnowing Who Uses Co-Op Funds 33\u003c\/p\u003e \u003cp\u003eFinding Out Which of Your Suppliers Have Co-Op Funds Available 35\u003c\/p\u003e \u003cp\u003eKnowing who to talk to 36\u003c\/p\u003e \u003cp\u003eYou’ve found your funds, now how do you get the dough? 37\u003c\/p\u003e \u003cp\u003eUnderstanding the Rules, Regulations, and Restrictions 37\u003c\/p\u003e \u003cp\u003eGetting your ads preapproved 38\u003c\/p\u003e \u003cp\u003eObtaining proof of performance 39\u003c\/p\u003e \u003cp\u003eSubmitting your co-op claims package 40\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4: Defining and Positioning Your Message 41\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderstanding Why People Choose One Product or Service over Another 42\u003c\/p\u003e \u003cp\u003eImage is everything 42\u003c\/p\u003e \u003cp\u003eYou’ve got personality! 42\u003c\/p\u003e \u003cp\u003eConvenience: More than location 43\u003c\/p\u003e \u003cp\u003eDon’t sacrifice service! 44\u003c\/p\u003e \u003cp\u003eLet ’em know your uniqueness 45\u003c\/p\u003e \u003cp\u003eThe price is right 45\u003c\/p\u003e \u003cp\u003eResearching and Assessing Your Competition: What Sets Your Product Apart? 46\u003c\/p\u003e \u003cp\u003eDeveloping a Strategy for Your Advertising Campaign 48\u003c\/p\u003e \u003cp\u003eCase Study: Advertising a Chain of Women’s Plus-Size Clothing Stores 49\u003c\/p\u003e \u003cp\u003eIdentifying the USP: The unique selling proposition 50\u003c\/p\u003e \u003cp\u003eKnowing the budget — and staying within its limits 50\u003c\/p\u003e \u003cp\u003eShooting the ads 51\u003c\/p\u003e \u003cp\u003eSelecting the right media 51\u003c\/p\u003e \u003cp\u003eApplying these ideas to your ad campaign 52\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5: Forming an Effective Ad Campaign 53\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIdentifying and Targeting Your Audience 54\u003c\/p\u003e \u003cp\u003eFocus on your primary market 55\u003c\/p\u003e \u003cp\u003eResearch your market 55\u003c\/p\u003e \u003cp\u003eChecking Out Your Competition’s Ads so You Can Differentiate Yours 56\u003c\/p\u003e \u003cp\u003eFocusing on Ads That You Respond to Most 57\u003c\/p\u003e \u003cp\u003eConcocting a Creative Hook to Get Your Audience’s Attention 59\u003c\/p\u003e \u003cp\u003eCreative brainstorming 60\u003c\/p\u003e \u003cp\u003eCreative example: Developing a campaign for a community college 62\u003c\/p\u003e \u003cp\u003eIncorporating Your Creative Message into an Overall Media Ad Campaign 65\u003c\/p\u003e \u003cp\u003eEnsuring consistency of your message in all media you choose 66\u003c\/p\u003e \u003cp\u003eKeeping your message simple 66\u003c\/p\u003e \u003cp\u003eUsing words that sell 67\u003c\/p\u003e \u003cp\u003eDelivering your message with clarity 69\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II: Creating Great Ads for Every Medium 71\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6: Online Advertising: Maximizing the Enormous Reach of the Internet 73\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMeasuring the Pros and Cons of Online Advertising 74\u003c\/p\u003e \u003cp\u003eCreating Your Own Web Site 76\u003c\/p\u003e \u003cp\u003eDeciding on your Web site goals 77\u003c\/p\u003e \u003cp\u003eChoosing an effective domain name 78\u003c\/p\u003e \u003cp\u003eSaving money (or your sanity): Your Web design 78\u003c\/p\u003e \u003cp\u003eDesigning a strong Web site 79\u003c\/p\u003e \u003cp\u003ePromoting Your Site 83\u003c\/p\u003e \u003cp\u003eSetting Goals for Online Ads 85\u003c\/p\u003e \u003cp\u003eAds that build awareness 86\u003c\/p\u003e \u003cp\u003eAds that encourage click-through 86\u003c\/p\u003e \u003cp\u003eAds that encourage sales 87\u003c\/p\u003e \u003cp\u003eChoosing Among Online Ad Formats 87\u003c\/p\u003e \u003cp\u003eCreating banner ads 88\u003c\/p\u003e \u003cp\u003eDoing e-mail advertising 92\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7: Using Print Ads: Small Spaces with Big Audiences 95\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eExploring the Advantages of Print 95\u003c\/p\u003e \u003cp\u003eRecognizing What Makes a Print Ad Successful 96\u003c\/p\u003e \u003cp\u003eWriting and Designing an Eye-Catching Print Ad 99\u003c\/p\u003e \u003cp\u003eHammering out your headline 99\u003c\/p\u003e \u003cp\u003eShaping your subheads 101\u003c\/p\u003e \u003cp\u003eBuilding your body copy 101\u003c\/p\u003e \u003cp\u003eGenerating your graphics 102\u003c\/p\u003e \u003cp\u003eDon’t forget the layout! 103\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8: Radio: Effective, Affordable, and Fun 107\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSummarizing Your Business in 60 Seconds 107\u003c\/p\u003e \u003cp\u003eWho are you? 108\u003c\/p\u003e \u003cp\u003eWhat are you selling? 108\u003c\/p\u003e \u003cp\u003eWhen do you want consumers to act? 109\u003c\/p\u003e \u003cp\u003eHow can customers get in touch with you? 109\u003c\/p\u003e \u003cp\u003eWhy should customers hire or buy from you? 110\u003c\/p\u003e \u003cp\u003eDeciding on the Format for Your Ad 112\u003c\/p\u003e \u003cp\u003eTalking it up: Dialogue 112\u003c\/p\u003e \u003cp\u003eAmusing (and schmoozing) the masses: Comedy 113\u003c\/p\u003e \u003cp\u003eGiving just the facts: A straight read 114\u003c\/p\u003e \u003cp\u003eDetermining Who Should Read the Script 115\u003c\/p\u003e \u003cp\u003eDoing it yourself 115\u003c\/p\u003e \u003cp\u003eUsing a studio announcer 118\u003c\/p\u003e \u003cp\u003eHiring a professional voice talent 118\u003c\/p\u003e \u003cp\u003eSetting It All in Motion: How to Get Your Ad on the Radio 120\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9: Demystifying TV Commercials: They Don’t Have to Win Awards to Be Effective 123\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDesigning Your TV Commercial in Layers 124\u003c\/p\u003e \u003cp\u003eAudio 124\u003c\/p\u003e \u003cp\u003eVideo 125\u003c\/p\u003e \u003cp\u003eComputer graphics 125\u003c\/p\u003e \u003cp\u003eBringing the Audio and Visual Together 126\u003c\/p\u003e \u003cp\u003eDeciding What to Feature in Your Commercial 129\u003c\/p\u003e \u003cp\u003eAppearing in your own commercial 129\u003c\/p\u003e \u003cp\u003ePromoting with a professional 130\u003c\/p\u003e \u003cp\u003eHighlighting your place of business 130\u003c\/p\u003e \u003cp\u003eFocusing the camera on your product or service 131\u003c\/p\u003e \u003cp\u003eFiguring Out Where to Shoot 131\u003c\/p\u003e \u003cp\u003eOn location 131\u003c\/p\u003e \u003cp\u003eIn the studio 134\u003c\/p\u003e \u003cp\u003eProducing Your Commercial 135\u003c\/p\u003e \u003cp\u003eUsing the TV station’s production department 135\u003c\/p\u003e \u003cp\u003eHiring an independent production house 137\u003c\/p\u003e \u003cp\u003eEditing Your Commercial 137\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10: Collateral Advertising and Direct Mail: Brochures, Flyers, Newsletters, and More 139\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFirst Things First: Planning Your Collateral Campaign 140\u003c\/p\u003e \u003cp\u003eWatching Out for Collateral Budget Busters 141\u003c\/p\u003e \u003cp\u003eAdding a little (or a lot) of color 142\u003c\/p\u003e \u003cp\u003ePrinting cheap: No such thing? 142\u003c\/p\u003e \u003cp\u003eDesigning the Best Collateral Ads for Your Business 145\u003c\/p\u003e \u003cp\u003eStriving for a simple design and clear copy 146\u003c\/p\u003e \u003cp\u003eDeciding what to include in your ad 147\u003c\/p\u003e \u003cp\u003eGetting help with your design 151\u003c\/p\u003e \u003cp\u003eHanding Off the Dirty Work: Direct-Mail Houses 154\u003c\/p\u003e \u003cp\u003eAsking the direct-mail provider some important questions 154\u003c\/p\u003e \u003cp\u003ePlanning your postage 157\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11: Opting for Outdoor Ads: Billboards, Posters, Ads on Buses, and Other Signage 159\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eRecognizing the Advantages of Outdoor Advertising 160\u003c\/p\u003e \u003cp\u003eMeasuring the Effectiveness of Outdoor Ads 162\u003c\/p\u003e \u003cp\u003eChoosing Among Your Outdoor Advertising Options 163\u003c\/p\u003e \u003cp\u003eDesigning Memorable Outdoor Advertising 166\u003c\/p\u003e \u003cp\u003ePursuing potential customers 167\u003c\/p\u003e \u003cp\u003eMaking your ad readable 168\u003c\/p\u003e \u003cp\u003eKeeping your ad clear 169\u003c\/p\u003e \u003cp\u003eMaking it worth remembering 169\u003c\/p\u003e \u003cp\u003eLooking at a Success Story: Chick-fil-A’s Billboard Campaign 170\u003c\/p\u003e \u003cp\u003eAiming for the target audience 171\u003c\/p\u003e \u003cp\u003eSetting up the marketing strategy 171\u003c\/p\u003e \u003cp\u003eCapitalizing on the creative strategy 171\u003c\/p\u003e \u003cp\u003eReaping the results 171\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III: Buying the Different Media 173\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12: Investing in Internet Advertising 175\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHiring Someone to Create Your Business Web Site 176\u003c\/p\u003e \u003cp\u003eChoosing a Web designer worthy of your hard-earned dollars 176\u003c\/p\u003e \u003cp\u003eContracting with and paying a Web designer 178\u003c\/p\u003e \u003cp\u003eFinding an ISP to Run Your Site 179\u003c\/p\u003e \u003cp\u003eRanking Your Site: Purchasing Key Words on Search Engines 181\u003c\/p\u003e \u003cp\u003eBuying Banner Ads on Other Web Sites 181\u003c\/p\u003e \u003cp\u003eUsing ad networks 181\u003c\/p\u003e \u003cp\u003ePlacing your online ads yourself 182\u003c\/p\u003e \u003cp\u003eOnline advertising via affiliate programs 182\u003c\/p\u003e \u003cp\u003eFinding out whether your banner is working 183\u003c\/p\u003e \u003cp\u003eAssessing the Cost-Effectiveness of E-Mail Advertising 184\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13: Buying Ad Space in Print Media 187\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChoosing the Right Publication for Your Print Ad 188\u003c\/p\u003e \u003cp\u003eCalculating Your Print Ad’s Cost 189\u003c\/p\u003e \u003cp\u003eFinding a Good Sales Rep 191\u003c\/p\u003e \u003cp\u003eCold-calling a publication: Don’t do it! 191\u003c\/p\u003e \u003cp\u003eGoing straight to the top: Call the sales manager 192\u003c\/p\u003e \u003cp\u003eAsking for referrals 192\u003c\/p\u003e \u003cp\u003eBecoming a Formidable Ad Buyer 193\u003c\/p\u003e \u003cp\u003eActing as though you’re reluctant 193\u003c\/p\u003e \u003cp\u003eMaking your sales rep think she’s got competition 195\u003c\/p\u003e \u003cp\u003eComplaining when the time is right 196\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14: Purchasing Ad Time on the Radio 199\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDetermining the Best Radio Station for Your Ads 200\u003c\/p\u003e \u003cp\u003eSpecifying which demographic you’re after 201\u003c\/p\u003e \u003cp\u003eDoing your homework 202\u003c\/p\u003e \u003cp\u003eBuying the station 204\u003c\/p\u003e \u003cp\u003eTalking the Talk of Radio Advertising 205\u003c\/p\u003e \u003cp\u003eCume 206\u003c\/p\u003e \u003cp\u003eRanker 206\u003c\/p\u003e \u003cp\u003eDayparts 207\u003c\/p\u003e \u003cp\u003eReading the Fine Print 207\u003c\/p\u003e \u003cp\u003eHammering out the details 207\u003c\/p\u003e \u003cp\u003eHolding ’em to it 209\u003c\/p\u003e \u003cp\u003eWaiting Patiently for the Results 210\u003c\/p\u003e \u003cp\u003eGiving your audience time to respond 210\u003c\/p\u003e \u003cp\u003eBuying radio time: Too little, too much? 211\u003c\/p\u003e \u003cp\u003eEvaluating your radio ads from time to time 211\u003c\/p\u003e \u003cp\u003eTaking Advantage of Seasonal Incentives to Reduce Your Costs 212\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 15: Getting Your Ads on Television 215\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBuying the Programming, Not the Station 216\u003c\/p\u003e \u003cp\u003eComparing TV Stations: Request Media Kits 217\u003c\/p\u003e \u003cp\u003eReady to Negotiate? Better Know Your TV Marketing Terms First! 218\u003c\/p\u003e \u003cp\u003eUnderstanding timing and sweeps 219\u003c\/p\u003e \u003cp\u003eMeasuring ratings and market shares 219\u003c\/p\u003e \u003cp\u003eWorking with a Sales Rep 221\u003c\/p\u003e \u003cp\u003eTalkin’ the talk: Negotiating successfully 223\u003c\/p\u003e \u003cp\u003eIs Cable Advertising Right for You? 226\u003c\/p\u003e \u003cp\u003eWorking effectively with a cable sales rep 227\u003c\/p\u003e \u003cp\u003eHitting the bull’s-eye with cable ads 229\u003c\/p\u003e \u003cp\u003eDoing the math: Cable TV market penetration 229\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 16: Deciding Whether to Hire an Ad Agency 233\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDetermining When You May Need to Hire an Agency 234\u003c\/p\u003e \u003cp\u003eFinding the Right Agency for Your Business 236\u003c\/p\u003e \u003cp\u003eGetting to Know the People Handling Your Account 237\u003c\/p\u003e \u003cp\u003eCompensating Your Agency 238\u003c\/p\u003e \u003cp\u003eMedia commissions 239\u003c\/p\u003e \u003cp\u003eCreative and production charges 240\u003c\/p\u003e \u003cp\u003eMarkups 241\u003c\/p\u003e \u003cp\u003eRetainers 241\u003c\/p\u003e \u003cp\u003eWorking with Your Agency to Get What You Need 242\u003c\/p\u003e \u003cp\u003ePart IV: Beyond the Basics: Creating Buzz and Using Publicity 245\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 17: Creating Buzz and Word-of-Mouth Advertising 247\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGetting the Terminology Straight 247\u003c\/p\u003e \u003cp\u003eSeeing the Power of Word of Mouth 248\u003c\/p\u003e \u003cp\u003eExamining word-of-mouth marketing success stories 249\u003c\/p\u003e \u003cp\u003eBeware of negative buzz! 250\u003c\/p\u003e \u003cp\u003eTips and Techniques on Generating Buzz 251\u003c\/p\u003e \u003cp\u003eCoining a great new phrase 251\u003c\/p\u003e \u003cp\u003eHiring beautiful people to promote your product 251\u003c\/p\u003e \u003cp\u003eTaking advantage of celebrity endorsements 252\u003c\/p\u003e \u003cp\u003eThrowing a party 253\u003c\/p\u003e \u003cp\u003eHitting the streets 253\u003c\/p\u003e \u003cp\u003eFiguring out where to find your big mouths 254\u003c\/p\u003e \u003cp\u003eCreating a blog about your business 254\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 18: Leveraging Your Advertising with Public Relations, Publicity, Specialty Items, and Events 257\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStarting a Public Relations Campaign 258\u003c\/p\u003e \u003cp\u003eUnderstanding How Publicity Can Bring Customers 259\u003c\/p\u003e \u003cp\u003eWriting an effective press release 260\u003c\/p\u003e \u003cp\u003eGetting the story to the right media 263\u003c\/p\u003e \u003cp\u003eAdvertising on Specialty Items 266\u003c\/p\u003e \u003cp\u003eRecognizing the advantages of specialty advertising 267\u003c\/p\u003e \u003cp\u003eSelecting specialty items with a purpose 269\u003c\/p\u003e \u003cp\u003eKeep the copy simple on a specialty item 271\u003c\/p\u003e \u003cp\u003eGenerating Traffic: Promotional Events 271\u003c\/p\u003e \u003cp\u003eRadio: The promotions king 272\u003c\/p\u003e \u003cp\u003eOther promotional opportunities 275\u003c\/p\u003e \u003cp\u003eParticipating in Sponsored Events 275\u003c\/p\u003e \u003cp\u003eDetermining whether you can staff the event 276\u003c\/p\u003e \u003cp\u003eCalculating the costs: A valuable investment? 277\u003c\/p\u003e \u003cp\u003eDeciding which events are worthwhile 277\u003c\/p\u003e \u003cp\u003eFinding sponsored events that work for your business 278\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart V: The Part of Tens 279\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 19: Ten Secrets for Writing Memorable Advertising 281\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIgnoring the Rules of Grammar 281\u003c\/p\u003e \u003cp\u003eMaking Your Ads Effective 282\u003c\/p\u003e \u003cp\u003eKnowing Why People Buy Your Products 282\u003c\/p\u003e \u003cp\u003eFinding a Creative Hook 283\u003c\/p\u003e \u003cp\u003eRemembering That Creativity Is Hard Work 284\u003c\/p\u003e \u003cp\u003eLetting Your Creative Hook Dictate Your Media Buy 284\u003c\/p\u003e \u003cp\u003eConsidering Your Budget 285\u003c\/p\u003e \u003cp\u003eStriving for Continuity 285\u003c\/p\u003e \u003cp\u003eKeeping It Simple 286\u003c\/p\u003e \u003cp\u003eBeing Clear in Your Message 286\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 20: (Almost) Ten Ways to Know It’s Time to Hire an Agency 287\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eYour Ad Budget Has Become Substantial 287\u003c\/p\u003e \u003cp\u003eYou Need the Expertise of a Professional Media Buyer 288\u003c\/p\u003e \u003cp\u003eYour Creative Light Bulb Has Burned Out 288\u003c\/p\u003e \u003cp\u003eYou’re Overwhelmed by the Demands of Production 289\u003c\/p\u003e \u003cp\u003eYou’re Having Trouble Keeping Up with the Bookkeeping 289\u003c\/p\u003e \u003cp\u003eYou’re Leaving Co-Op Funds on the Table 289\u003c\/p\u003e \u003cp\u003eYour Time Is Being Taken Up by Media Reps 290\u003c\/p\u003e \u003cp\u003eYou’re Running Faster to Stay in the Same Place 290\u003c\/p\u003e \u003cp\u003eYou Want a Bunch of Free Stuff 291\u003c\/p\u003e \u003cp\u003eGlossary 293\u003c\/p\u003e \u003cp\u003eIndex 297\u003c\/p\u003e \u003cb\u003eGary Dahl\u003c\/b\u003e 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.  \u003cb\u003eNew info on buzz, publicity, and word-of-mouth advertising\u003c\/b\u003e  \u003cp\u003e\u003cb\u003eThe fun and easy way® to create effective ads and increase your profits\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eNeed 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.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eDiscover how to\u003c\/b\u003e\u003c\/p\u003e \u003cul\u003e \u003cli\u003eSet a realistic ad budget\u003c\/li\u003e \u003cli\u003eDefine and position your message\u003c\/li\u003e \u003cli\u003eIdentify and target your audience\u003c\/li\u003e \u003cli\u003eCreate great ads for every medium\u003c\/li\u003e \u003cli\u003eMake an emotional connection\u003c\/li\u003e \u003cli\u003eUse \"ad speak\" effectively\u003c\/li\u003e \u003c\/ul\u003e","brand":"For Dummies","offers":[{"title":"Default Title","offer_id":47988699496677,"sku":"NP9780470045831","price":21.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470045831.jpg?v=1761781244","url":"https:\/\/k12savings.com\/es\/products\/advertising-for-dummies-isbn-9780470045831","provider":"K12savings","version":"1.0","type":"link"}