Advertising: Mastering the art of promotion
Setting and working within your advertising budget
Boosting your budget with co-op programs
Defining and positioning your message
Forming an effective ad campaign. Part 2: Creating great ads for every medium
Online advertising: Maximizing the enormous reach of the internet
Using print ads: Small spaces with big audiences
Radio: Effective, affordable, and fun
Demystifying TV commercials: They don't have to win awards to be effective
Collateral advertising and direct mail: Brochures, flyers, newsletters, and more
Opting for outdoor ads: Billboards, posters, ads on buses, and other signage. Part 3: Buying the different media
Investing in internet advertising
Buying ad space in print media
Purchasing ad time on the radio
Getting your ads on television
Deciding whether to hire an ad agency. Part 4: Beyond the basics: Creating buzz and using publicity
Creating buzz and word-of-mouth advertising
Leveraging your advertising with public relations, publicity, specialty items, and events. Part 5: The Part of tens
Ten secrets for writing memorable advertising
(Almost) ten ways to know it's time to hire an agency.
