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| 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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