Wiley – Fred E. Hahn – Do-it-Yourself Advertising and Promotion
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Author: Wiley – Fred E. Hahn
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“Mr. Hahn’s background in an industry where the creative stretching of promotional budgets is a daily necessity serves well the reader of this book. His advice is both practical and imaginative, and delivered with wit as well as wisdom.”
–Andrew McNally III, Chairman of the Board, Rand McNally
Create Madison Avenue advertising on a Main Street budget with Do-it-Yourself Advertising & Promotion
Now the most complete guide to do-it-yourself advertising includes totally new sections on branding, the Internet, and Yellow Pages advertising. This updated edition of Do-It-Yourself Advertising and Promotion offers the latest information on launching your own homegrown, successful advertising campaigns and new desktop publishing techniques. As an entrepreneur or small business owner, you’ll find tried-and-true, low-budget promotional tactics. With every chapter updated and expanded, this new third edition is better–and more comprehensive–than ever.
Author Fred E. Hahn and expert contributors show you how to create successful high-impact advertising on a limited budget using practical, time-tested techniques. This friendly and accessible guide explains each method step by step–with concrete advice on planning, scheduling, budgeting, creative issues, and production procedures to help you develop effective:
Newspaper and magazine ads • Flyers, brochures, and invitations • Direct mail campaigns
• Catalogs • Web sites • E-mail and Internet advertising • Teleservicing • Audiovisual materials • Publicity tools and techniques • And more!
Contents
Preface.
Acknowledgments.
Introduction.
Table of Checklists and Key Charts.
Chapter 1. Branding and Your Brand Asset Assessment.
Chapter 2. Newspaper and Magazine Advertising.
Chapter 3. Selecting Print Media.
Chapter 4. Flyers, Brochures, Bulletins, and Invitations.
Chapter 5. Direct Mail and Database Direct Marketing.
Chapter 6. Catalogs: A Project for Creative Nitpickers.
Chapter 7. Out-of-Home Advertising and Promotion.
Chapter 8. Successful Yellow Pages Advertising.
Chapter 9. From Telemarketing to Teleservicing.
Chapter 10. Fax and Broadcast Fax.
Chapter 11. Basic Internet Advertising: It Doesn’t Have to Start on the Internet.
Chapter 12. Publicity and Public Relations.
Chapter 13. Media Creativity and Production: Video, CD, TV, Radio, and Web Site.
Chapter 14. Conventions, Trade Shows, Consumer Shows, and Meetings.
Chapter 15. Moving Your Project from Disk or Art through Film and Printing.
Chapter 16. Distribution: On Working with Your DMPC (Direct Mail Production Company).
About the author
FRED E. HAHN is an independent consultant with more than thirty-five years of experience in the advertising business. He is the founder and President of Hahn, Crane & Associates, an Evanston-based advertising agency whose clients have included divisions of CBS, the New York Times, and The Wall Street Journal. Contributors TOM DAVIS, BOB KILLIAN, and KEN MAGILL are all nationally known experts in their fields.
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