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广告入门 第2版/ADVERTISING FOR DUMMIES书籍详细信息
- ISBN：9780470045831
- 作者：暂无作者
- 出版社：暂无出版社
- 出版时间：2007-01
- 页数：338
- 价格：169.30
- 纸张：胶版纸
- 装帧：平装
- 开本：暂无开本
- 语言：未知
- 丛书：暂无丛书
- TAG：暂无
- 豆瓣评分：暂无豆瓣评分
内容简介：
Need to develop a hard-hitting, memorable ad campaign? This practical guide gives you the inside scoop on creating attention-getting, results-driven advertising in all mediums — from electronic and print to radio, TV, online, and outdoor formats. You'll see how to deliver a powerful, consistent message and when you should — and shouldn't — use shortcuts to save costs.
作者简介：Gary Dahl is an award-winning copywriter, creative director, and advertising agency owner in California's Silicon Valley. He is also the creator of the sensational Pet Rock.
书籍目录：
Introduction
Part Ⅰ: Advertising 101
Chapter 1: Advertising: Mastering the Art of Promotion
Chapter 2: Setting and Working within Your Advertising Budget
Chapter 3: Boosting Your Budget with Co-Op Programs
Chapter 4: Defining and Positioning Your Message
Chapter 5: Forming an Effective Ad Campaign
Part Ⅱ: Creating Great Ads for Every Medium
Chapter 6: Online Advertising: Maximizing the Enormous Reach of the Internet
Chapter 7: Using Print Ads: Small Spaces with Big Audiences
Chapter 8: Radio: Effective, Affordable, and Fun
Chapter 9: Demystifying TV Commercials: They Don’t Have to Win Awards to Be Effective
Chapter 10: Collateral Advertising and Direct Mail: Brochures, Flyers, Newsletters, and More
Chapter 11: Opting for Outdoor Ads: Billboards, Posters, Ads on Buses, and Other Signage
Part Ⅲ: Buying the Different Media
Chapter 12: Investing in Internet Advertising
Chapter 13: Buying Ad Space in Print Media
Chapter 14: Pur Chasing Ad Time on the Radio
Chapter 15: Getting Your Ads on Television
Chapter 16: Deciding Whether to Hire an Ad Agency
Part Ⅳ: Beyond the Basics: Creating Buzz and Using Publicity
Chapter 17: Creating Buzz and Word-of-Mouth Advertising
Chapter 18: Leveraging Your Advertising with Public Relations, Publicity, Specialty Items, and Events
Part Ⅴ: The Part of Tens
Chapter 19: Ten Secrets for Writing Memorable Advertising
Chapter 20: (Almost) Ten Ways to Know It’s Time to Hire an Agency
Glossary
Index
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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.
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