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.
About the Publisher:
John Wiley & Sons (Wiley) is a global publishing company that specializes in academic publishing and markets its products to professionals and consumers, students and instructors in higher education, and researchers and practitioners in scientific, technical, medical, and scholarly fields. The company produces books, journals, and services, training materials, and educational materials for undergraduate, graduate, and continuing education students.
Founded in 1807, Wiley is also known for publishing For Dummies. As of 2012 the company had 5,100 employees and a revenue of $1.8 billion.
For Dummies is an extensive series of instructional/reference books which are intended to present non-intimidating guides for readers new to the various topics covered. The series has been a worldwide success with editions in numerous languages.
The books are an example of a media franchise, consistently sporting a distinctive cover-- usually yellow and black with a triangular-headed cartoon figure known as the "Dummies Man", and an informal, blackboard-style logo. Prose is simple and direct; bold icons, such as a piece of string tied around an index finger, are placed in the margin to indicate particularly important passages.
Almost all Dummies books are organised around sections called "parts", which are groups of related
chapters. Parts are almost always preceded by a Rich Tennant comic that refers to some part of the subject under discussion. Sometimes the same Tennant drawing reappears in another Dummies book with new caption.
Another constant in the Dummies series is "The Part of Tens", a section at the end of the books where lists of 10 items are included. They are usually resources for further study and sometimes also include amusing bits of information that do not fit readily elsewhere.
Publisher: John Wiley & Sons (Wiley)
Author: Gary R. Dahl
Language: English
Format: PDF
Pages: 336
ISBN: 978-0-470-04583-1
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