TY  - BOOK
AU  - Cohen, Barry H
TI  - 10 ways to screw up an ad campaign : : and how to create ones that work
SN  - 9781598690828
U1  - 659.1 
PY  - 2009///
CY  - New Delhi
PB  - Viva Books Pvt Ltd
KW  - Advertising
KW  - Small business
N1  - 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
N2  - 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
ER  -