| Preface Acknowledgments CHAPTER 1 Before You Advertise:Determine Your Mrketing Objectives Focusing Your Marketing Efforts:The Business Review The Four Aspects of Value Where You Are:The Marketplace SWTO Analysis-Strengths,Weaknesses,Opportunities,Threats Summary:The Business Review The Four P's :Your Marketing Mix—Product,Place,Pricing,Promotion Market Research:Pricing,Promotion Market Research:What It Is,When to Do It Youself Developing a Functional Marketing Plan CHAPTER 2 Positioning:The Heart of Creative Promotions Positioning:The Art of Finding Your Unique Selling Proposition The USP Unique Selling Proposition Choosing Your Positioning Strategy Choosing The Right Position for Your Business Review the Components of Positioning The Big Picture;Putting your Positioning to Use Beyond Positioning-to the Advertising Strategy CHAPTER 3 Promotion:Do They Have a Place in Your Plan? CHAPTER 4 Writing a Media Plan CHAPTER 5 The Creative Approach:Taking Aim at Great Advertising CHAPTER 6 How to Create Print Ads that Sell CHAPTER 7 All about Radio Advertising CHAPTER 8 Direct Mail Advertising:Generating Leads,Winning Responses CHAPTER 9 Your Corporate Image:Keeping that “Tegether”Look CHAPTER 10 Do you need help with you Advertising? How to Hire and Work with Specialists CHAPTER 11 Summary:What You Ought to Do Is… CHAPTER |
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