Lexington Books
Pages: 300
•
Trim: 6 x 9
978-0-7391-0428-6 • Paperback • August 2003 • $56.99 • (£44.00)
Chapter 1 Table of Contents
Chapter 2 Preface
Chapter 3 1 Business Advertising: A Portrait
Chapter 4 2 Start with the Inside Information
Chapter 5 3 Targeting Your Customers
Chapter 6 4 Sneak Peek
Chapter 7 5 Check the Competition
Chapter 8 6 The Plan
Chapter 9 7 Choosing Media
Chapter 10 8 Writing Advertising Messages
Chapter 11 9 Newspapers
Chapter 12 10 Radio
Chapter 13 11 TV: Is It the Impossible Dream?
Chapter 14 12 Is It True What They Say About Cable TV?
Chapter 15 13 Direct Mail Advertising
Chapter 16 14 Yellow Pages
Chapter 17 15 Billboards and Transit
Chapter 18 16 Magazines
Chapter 19 17 Publicity
Chapter 20 18 From the Pro's Nest
Chapter 21 Jargon Decoder
Chapter 22 Index
Whether you're just starting a business or have been at it a while, Jeanette Smith's book provides a valuable tool to promote your business. By explaining a wide array of methods to deliver your message, she makes it easy to customize an ad campaign to suit your business and market place.
— Maco Amoyo, Owner, Bullet Printing
This book is a valuable resource for small business owners who lack confidence in their advertising know-how.
— Valerie Freeman, president, Imprimis Group
The Advertising Kit is imperative reading for a successful, small business advertising campaign. It cuts through the fog; a crash course on how to create successful advertising.
— Raymond J. Champney, President, RJC International
This book is loaded with insightful information that will be beneficial to all business people.
— John R. Kraft, State Farm Insurance
No business owner can afford to walk into the minefield of advertising without having the knowledge that is available here. This book lays out all the principles of good common sense that only becomes "common" after years of running a business and making all the mistakes.
— Gary Salomon, President, American Fastsigns, Inc.