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New info on buzz, publicity, and word-of-mouth advertising
The fun and easy way(r) 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
The fun and easy way(r) 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
New info on buzz, publicity, and word-of-mouth advertising
The fun and easy way(r) 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
The fun and easy way(r) 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
Über den Autor
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.
Inhaltsverzeichnis
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: Purchasing 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.
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: Purchasing 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.
Details
| Erscheinungsjahr: | 2007 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Seiten: | 336 |
| Inhalt: | 336 S. |
| ISBN-13: | 9780470045831 |
| ISBN-10: | 0470045833 |
| Sprache: | Englisch |
| Herstellernummer: | 14504583000 |
| Einband: | Kartoniert / Broschiert |
| Autor: | Dahl, Gary |
| Auflage: | 2nd edition |
| Hersteller: |
Wiley
John Wiley & Sons |
| Maße: | 235 x 191 x 18 mm |
| Von/Mit: | Gary Dahl |
| Erscheinungsdatum: | 01.01.2007 |
| Gewicht: | 0,629 kg |
Über den Autor
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.
Inhaltsverzeichnis
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: Purchasing 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.
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: Purchasing 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.
Details
| Erscheinungsjahr: | 2007 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Seiten: | 336 |
| Inhalt: | 336 S. |
| ISBN-13: | 9780470045831 |
| ISBN-10: | 0470045833 |
| Sprache: | Englisch |
| Herstellernummer: | 14504583000 |
| Einband: | Kartoniert / Broschiert |
| Autor: | Dahl, Gary |
| Auflage: | 2nd edition |
| Hersteller: |
Wiley
John Wiley & Sons |
| Maße: | 235 x 191 x 18 mm |
| Von/Mit: | Gary Dahl |
| Erscheinungsdatum: | 01.01.2007 |
| Gewicht: | 0,629 kg |
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