10 ways to screw up an ad campaign :
Cohen, Barry H
10 ways to screw up an ad campaign : and how to create ones that work - New Delhi Viva Books Pvt Ltd 2009 - 262 P. Paper
Introduction
Part 1: The Ten Ways . . .
Chapter 1
Hire Your Brother-in-Law as Marketing Director . . . Or Your Spouse
Chapter 2
Hire the Biggest Ad Agency in Town . . . When You¿re the Smallest Advertiser in Town
Chapter 3
Do What You¿ve Always Done . . . and You¿ll Get What You¿ve Always Gotten¿And No More
Chapter 4
Handle Everything Yourself . . . and You¿ll Be Out of Business
Chapter 5
Anything¿s Better Than Nothing . . . Not
Chapter 6
I Don¿t . . . So Nobody Does
Chapter 7
Tried It Once and It Didn¿t Work . . . I¿ll Never Do That Again
Chapter 8
Why Bother? I Can¿t Outspend My Competition, Anyway
Chapter 9
Who Needs it? I¿m the Leader . . . Hands Down
Chapter 10
I¿m Doing Just Fine . . . I Don¿t Need to Advertise
Part 2
More Ways to Screw Up . . .
Chapter 11
Does Your Advertising Measure Up . . . Or Does Your Measurement Measure Up?
Chapter 12
The Harvest: Ads That Rang Phones, Doorbells, and Cash Registers
Chapter 13
Demystifying Media
Chapter 14
Think You Can¿t Afford Advertising? Try These Budget Stretchers
Chapter 15
Promotion: How to Create Larger-Than-Life Advertising
Chapter 16
Do¿s, Don¿ts, Can¿ts, Won¿ts: Sobering Truths About Advertising Law
Afterword
Appendix
Recommended Reading
Glossary
About the Author
Index
With even modest advertising campaigns costing thousands of pounds, small businesses can't afford to make mistakes. This work is a practical guide to avoiding the most common pitfalls. It shows readers how to out-advertise the competition, even when they can't outspend them.
9781598690828
Advertising
Small business.
659.1
10 ways to screw up an ad campaign : and how to create ones that work - New Delhi Viva Books Pvt Ltd 2009 - 262 P. Paper
Introduction
Part 1: The Ten Ways . . .
Chapter 1
Hire Your Brother-in-Law as Marketing Director . . . Or Your Spouse
Chapter 2
Hire the Biggest Ad Agency in Town . . . When You¿re the Smallest Advertiser in Town
Chapter 3
Do What You¿ve Always Done . . . and You¿ll Get What You¿ve Always Gotten¿And No More
Chapter 4
Handle Everything Yourself . . . and You¿ll Be Out of Business
Chapter 5
Anything¿s Better Than Nothing . . . Not
Chapter 6
I Don¿t . . . So Nobody Does
Chapter 7
Tried It Once and It Didn¿t Work . . . I¿ll Never Do That Again
Chapter 8
Why Bother? I Can¿t Outspend My Competition, Anyway
Chapter 9
Who Needs it? I¿m the Leader . . . Hands Down
Chapter 10
I¿m Doing Just Fine . . . I Don¿t Need to Advertise
Part 2
More Ways to Screw Up . . .
Chapter 11
Does Your Advertising Measure Up . . . Or Does Your Measurement Measure Up?
Chapter 12
The Harvest: Ads That Rang Phones, Doorbells, and Cash Registers
Chapter 13
Demystifying Media
Chapter 14
Think You Can¿t Afford Advertising? Try These Budget Stretchers
Chapter 15
Promotion: How to Create Larger-Than-Life Advertising
Chapter 16
Do¿s, Don¿ts, Can¿ts, Won¿ts: Sobering Truths About Advertising Law
Afterword
Appendix
Recommended Reading
Glossary
About the Author
Index
With even modest advertising campaigns costing thousands of pounds, small businesses can't afford to make mistakes. This work is a practical guide to avoiding the most common pitfalls. It shows readers how to out-advertise the competition, even when they can't outspend them.
9781598690828
Advertising
Small business.
659.1