Advertising For Dummies, 2nd Edition

The fun and easy way® 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
• Use "ad speak" effectively