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Advertising for dummies

Author: Gary Dahl
Publisher: New York : Wiley Pub., ©2001.
Series: --For dummies.
Edition/Format:   Print book : EnglishView all editions and formats

This volume provides a comprehensive look at how advertising works and how best to use it.


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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Gary Dahl
ISBN: 0764553771 9780764553776
OCLC Number: 54449411
Notes: Includes index.
Description: xxii, 310 pages : illustrations ; 24 cm.
Contents: Introduction. PART I: Advertising 101. Chapter 1: An Introduction to Advertising. Chapter 2: Deciding Whether to Hire an Ad Agency. Chapter 3: Defining and Positioning Your Message. Chapter 4: Creating Effective Ads. PART II: Writing Great Ads for Every Medium. Chapter 5: Radio: Effective, Affordable, and Fun. Chapter 6: Television: Demystifying the Black Box. Chapter 7: Print: Using a Small Space to Catch Your Readers' Eyes. Chapter 8: Collateral: Creating Brochures, Direct Mailers, and More. Chapter 9: Outdoor Ads: Eat at Joe's and Get Gas. Chapter 10: Online Advertising: The Newest Game in Town. Chapter 11: Web Sites: If You Build It, They Will Come. PART III: Developing a Plan That's within your Budget. Chapter 12: Setting and Working within Your Advertising Budget. Chapter 13: Boosting Your Budget with Co-Op Programs. PART IV: Buying the Different Media. Chapter 14: Purchasing Ad Time on the Radio. Chapter 15: Getting Your Ads on Television. Chapter 16: Snagging Ad Space in Print. PART V: Beyond the Basics: Making Use of Publicity, Premiums, and Events. Chapter 17: Publicity and Public Relations. Chapter 18: Specialty Advertising: Getting Your Name Out There. Chapter 19: Promotions and Event Sponsorships. PART VI: The Part of Tens. Chapter 20: Ten Secrets for Writing Memorable Advertising. Chapter 21: Ten Ways to Know It's Time to Hire an Agency. Chapter 22: Ten Ways to Stretch Your Broadcast Media Budget. Glossary. Index. Book Registration Information.
Series Title: --For dummies.
Responsibility: by Gary Dahl.
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..".if you need a quick start, get this book by all means." (<i>TamsPalm Blog</i>, October 2006)

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