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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.