Advertising 2nd Edition For DummiesNew
Book Basic Info
So, you need to create an advertising campaign that brings in more customers, adds more dollars to your bottom line, and validates all the reasons you went into business in the first place. But how can you make your ad look and sound like champagne if your budget can only afford beer? Are you wasting your time trying to sell ice to an Eskimo? The world of advertising can seem like a daunting place--but it doesn't have to be. Advertising for Dummies coaches you through the process and shows you how to:
Identify and reach your target audience Define and position your message Get the most bang for your buck Produce great ads for every medium Buy the different media Create buzz and use publicity Research and evaluate your competition Advertising for Dummies offers newbies a real-world look at the ins and outs of advertising--from online and print to TV, radio, and outdoor formats--to show you how you can easily develop and execute a successful campaign on any budget. Plus, you'll find a glossary of common buzzwords you may encounter along the way so you can talk the talk like the advertising guru you (almost) are! With simple tips on how to write memorable ads and timeless lessons from the legends, this book is packed with everything you need to have people from New York to Los Angeles whistling your jingle.
About the Author Gary Dahl is an award-winning copywriter, creative director, and advertising agency owner. His career spans 40 years, during which he has handled all facets of advertising for hundreds of clients. His agency, Gary Dahl Creative Services, in Campbell, California, specializes in electronic advertising. Dahl’s ability to creatively capture the essence of a client’s business in 30 or 60 seconds of clear, concise broadcast copy is a result of having written and produced hundreds of television commercials and thousands of radio commercials for a wide variety of businesses, including financial, automotive, wireless, education, retail, high-tech, and dot-coms. Gary Dahl has a unique understanding of what it takes to successfully convey a client’s message to potential customers. As the creator of the retail phenomenon, the Pet Rock –– which still ranks as the fastest selling and most publicized novelty gift product in retail history –– Dahl has proven the extraordinary power of a creative idea combined with an effective, well-planned marketing strategy. He has been featured in Time, Newsweek, People, Playboy, and other major magazines; has appeared on numerous network TV shows; and has been interviewed by countless radio networks worldwide, including NPR, the BBC, and the Australian Broadcasting Company. An accomplished public speaker, Dahl has made advertising/marketing presentations to numerous university advertising and marketing communications classes, advertising and civic organizations, and business and professional clubs throughout the country. He and his wife, Marguerite, live in the hills above Los Gatos, California. Ruth Mills is an editor and writer with more than 20 years of experience in book publishing. She has edited and published books on a wide range of topics, including business, finance, biography, general-interest non-fiction, and fiction. She has worked with authors who were CEOs of major corporations (including Continental Airlines and Sears) and journalists from such major publications as BusinessWeek, Forbes, Fortune, and The Wall Street Journal. She also developed several series of books with Entrepreneur, Adweek, and Black Enterprise magazines. Finally, she has ghost-written seven books on business topics, including advertising, real estate investing, personal finance, and the success story of a well-known business entrepreneur.