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目次

Introduction 1 Part I: Advertising 101 7 Chapter 1: Advertising: Mastering the Art of Promotion 9 Chapter 2: Setting and Working within Your Advertising Budget 19 Chapter 3: Boosting Your Budget with Co–Op Programs 33 Chapter 4: Defining and Positioning Your Message 41 Chapter 5: Forming an Effective Ad Campaign 53 Part II: Creating Great Ads for Every Medium 71 Chapter 6: Online Advertising: Maximizing the Enormous Reach of the Internet 73 Chapter 7: Using Print Ads: Small Spaces with Big Audiences 95 Chapter 8: Radio: Effective, Affordable, and Fun 107 Chapter 9: Demystifying TV Commercials: They Don???t Have to Win Awards to Be Effective 123 Chapter 10: Collateral Advertising and Direct Mail: Brochures, Flyers, Newsletters, and More 139 Chapter 11: Opting for Outdoor Ads: Billboards, Posters, Ads on Buses, and Other Signage 159 Part III: Buying the Different Media 173 Chapter 12: Investing in Internet Advertising 175 Chapter 13: Buying Ad Space in Print Media 187 Chapter 14: Purchasing Ad Time on the Radio 199 Chapter 15: Getting Your Ads on Television 215 Chapter 16: Deciding Whether to Hire an Ad Agency 233 Part IV: Beyond the Basics: Creating Buzz and Using Publicity 245 Chapter 17: Creating Buzz and Word–of–Mouth Advertising 247 Chapter 18: Leveraging Your Advertising with Public Relations, Publicity, Specialty Items, and Events 257 Part V: The Part of Tens 279 Chapter 19: Ten Secrets for Writing Memorable Advertising 281 Chapter 20: (Almost) Ten Ways to Know It???s Time to Hire an Agency 287 Glossary 293 Index 297