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.