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Table Of Contents

STARTING OFF ON THE RIGHT FOOT
AN IDEA
HOW MUCH IS ENOUGH?
GET YOUR PRIORITIES STRAIGHT
TIME,INFORMATION,AND MONEY
DONCHA JUST LOVE HOW DUMB MOST AD AGENCIES ARE?
MARKETING STRATEGY
SET YOURSELF APART
FINDING YOUR USP
YOUR TARGET AUDIENCE
NAILING YOUR USP
FINDING YOUR WHAT
FINDING YOUR WHO
DEFINING YOUR WHY
HOW SMART COMPANIES MAKE THEIR USP UNIQUE IN EVERY RESPECT
YOU WORKED HARD FOR IT,SPEND IT WISELY
ADVERTISING FOR START-UPS
HOW MUCH SHOULD YOU SPEND?
LEVERAGE YOUR AD BUDGET FOR GREATER EFFECT
WHERE SHOULD YOU SPEND IT?
TIMING ...OH,YES ...TIMING
IF ALL ELSE FAILS,GET SOMEONE ELSE TO DO IT
MEDIA ADVERTISING
DAILY NEWSPAPERS
WEEKLY NEWSPAPERS
INSERTS
MAGAZINES
OUTDOOR
RADIO
TELEVISION
GET THE WORDS RIGHT
THE CONCEPT
GETTING STARTED
THE HEADLINE
BODY COPY
TESTIMONIALS,CELEBRITIES,ENDORSEMENTS AND OTHER DUMB IDEAS
DUMB THINGS YOU SHOULD AVOID
TV ADVERTISING TODAY
ACHIEVING THE UNEXPECTED
TEN NONBREAKABLE RULES OF CREATING GREAT TV ADS
NINE BEST WAYS TO PRODUCE YOUR TV COMMERCIAL
HOW TO WRITE A TV SCRIPT
A FINAL THOUGHT
WHO SAYS RADIO IS RIGHT FOR YOU?
FORGET THE MONEY,WHAT ABOUT THE RESULTS?
WHO DO I WANT TO TALK TO?
GRABBING THE AUDIENCE’S ATTENTION
MAKING KILLER RADIO SPOTS
CREATING RADIO THAT WORKS
WEB SITES
E-MAIL
BLOGS
NEW MEDIA SUMMARY
CREATING AN INHOUSE AGENCY
FREELANCERS AND CONSULTANTS
HOW DO I FIND THESE WONDERFUL FREELANCERS?
WORKING WITH FREELANCERS AND CONSULTANTS
GUARANTEEING THE BEST RESULTS
TRANSITIONING FROM DO-IT-ALL-YOURSELF
FINDING THE RIGHT AGENCY
YOU’VE HIRED AN AGENCY—WHAT NOW?
AGAIN,WHY SHOULD YOU HIRE AN AGENCY?
ADVERTISING EFFECTIVENESS
GAUGING EFFECTIVENESS
TRUST YOUR GUT
SO WHERE DO YOU GO FROM HERE?
Resources
BOOKS
SEARCH TOOLS
THE NITTY GRITTY RESEARCH WEB SITES
MARKET RESEARCH CONSULTANTS
MAILING LISTS
OTHER USEFUL SITES
SUMMARY
Glossary
Index
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799E4d01

799E4d01

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Published by: qv64863912 on Jul 25, 2011
Copyright:Attribution Non-commercial

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