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MadScam Chapter List. Page 1. Preface. Steve Hayden. Vice Chairman. Worldwide Creative Director. Ogilvy & Mather. Page 5 Introduction. The why and what of MadScam. Page 6 1: Are you absolutely, positively, cross your heart and hope to die, sure you need to advertise? Explores the many reasons why advertising might make sense for a small to medium business. Yet on the other hand, this chapter will also discuss why there are sometimes equally impressive arguments not to advertise and to spend your money in some not quite so expected, yet much more rewarding ways. Page 13 2: What do you expect from your advertising - Fame, fortune, fast cars, peace of mind, all of the above? How about results? But how do you quantify and analyze those results in a way which not only justifies the initial expense, but also the possible long term growth benefits for your business? Page 35 3: The Communication Plan. How it can build your business, straighten out your mind and drive your competition nuts. The communications plan is the foundation for all your advertising and promotional activities over the next few years. If you get this part right, everything else falls into place. Page 60 4: Do I really have to spend an arm and a leg on advertising, or can I do it on the cheap? Executing the communications plan doesn't have to cost the equivalent of the GNP of a small African country. There are smart ways to spend your money. Page 97 MadScam Chapter List. Page 2. 5: Where should you spend your advertising budget? So many bad choices, so few places to hide! A detailed look at the many and varied media choices. Analyzes the benefits and disadvantages of each, with recommendations. Page 122 6: Creating print ads - The old fashioned, excruciatingly painful, yet strangely rewarding way. Deals with traditional ad creation & production in all its forms. Writing, design, photography, illustration, finished art, etc,. etc. Page 145 7: Creating TV ads - Welcome to the wonderful world of showbiz, excitement, glamour and acid reflux. How to create like Orson Welles and spend like Scrooge. Everything from writing scripts to collecting your trophies. Page 190 8: Creating Radio ads - Theatre of the mind, fame & fortune. All for the price of popcorn! Think like Stan Freeberg. There's no biz like the radio biz When it comes to more action for less moola! Page 217 9: Creating ads the new fangled way - The Internet, Web sites, blogs. Everything the average 15 year old knows and you don't! How not to miss the train, even though it's already left the station! Page 241 10: Doing it with help. And how to go about getting it. How to work to your advantage with consultants and freelancers. And how to avoid getting ripped off while doing it. Page 272 MadScam Chapter List. Page 3. 11: Doing it with an agency. The plusses and the pitfalls. The excruciating pleasures of dealing with the Madison Avenue Mafia. And how to turn their greed to your advantage while being wined, dined and fawned over. Page 292 12: Measuring the results and planning for the future. Was it worth it? How to find out the true ROI on your hard earned bucks. Next steps. Planning a concerted campaign with the "legs" to last for years while filling your numbered Swiss bank account to overflowing. Page 320 13: Resources. Where to go to find out what you need to know to plan and execute your kick-ass advertising program. Page 339 Glossary. Page 353
Library of Congress Subject Headings for this publication:
Small business -- Marketing.