Advertising for dummies (2nd ed)

This work features new info on buzz, publicity, and word-of-mouth advertising; and the fun and easy way[registered] to create effective ads and increase your profits.

Need to develop a hard-hitting, memorable ad campaign?

This practical guide gives you the inside scoop on creating attention-getting, results-driven advertising in all mediums from electronic and print to radio, TV, online, and outdoor formats.

You'll see how to deliver a powerful, consistent message and when you should and shouldn't use shortcuts to save costs.

Discover how to: set a realistic ad budget; define and position your message; identify and target your audience; create great ads for every medium; make an emotional connection; and use "ad speak" effectively.