Advertising For Dummies, 2nd Edition

Introduction 1

Part I: Advertising 101 7

Chapter 1: Advertising: Mastering the Art of Promotion 9

Chapter 2: Setting and Working within Your Advertising Budget 19

Chapter 3: Boosting Your Budget with Co-Op Programs 33

Chapter 4: Defining and Positioning Your Message 41

Chapter 5: Forming an Effective Ad Campaign 53

Part II: Creating Great Ads for Every Medium 71

Chapter 6: Online Advertising: Maximizing the Enormous Reach of the Internet 73

Chapter 7: Using Print Ads: Small Spaces with Big Audiences 95

Chapter 8: Radio: Effective, Affordable, and Fun 107

Chapter 9: Demystifying TV Commercials: They Don’t Have to Win Awards to Be Effective 123

Chapter 10: Collateral Advertising and Direct Mail: Brochures, Flyers, Newsletters, and More 139

Chapter 11: Opting for Outdoor Ads: Billboards, Posters, Ads on Buses, and Other Signage 159

Part III: Buying the Different Media 173

Chapter 12: Investing in Internet Advertising 175

Chapter 13: Buying Ad Space in Print Media 187

Chapter 14: Purchasing Ad Time on the Radio 199

Chapter 15: Getting Your Ads on Television 215

Chapter 16: Deciding Whether to Hire an Ad Agency 233

Part IV: Beyond the Basics: Creating Buzz and Using Publicity 245

Chapter 17: Creating Buzz and Word-of-Mouth Advertising 247

Chapter 18: Leveraging Your Advertising with Public Relations, Publicity, Specialty Items, and Events 257

Part V: The Part of Tens 279

Chapter 19: Ten Secrets for Writing Memorable Advertising 281

Chapter 20: (Almost) Ten Ways to Know It’s Time to Hire an Agency 287

Glossary 293

Index 297