000			02176nam a2200193Ia 4500
008			150210s9999 xx 000 0 und d
020			_a9781598690828
082			_a659.1
100			_aCohen, Barry H _917924
245			_a10 ways to screw up an ad campaign : _band how to create ones that work
260			_bViva Books Pvt Ltd _aNew Delhi _c2009
300			_a262 P. _bPaper
505			_aIntroduction 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
520			_aWith 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.
650			_aAdvertising _917925
650			_aSmall business. _917926
942			_2ddc _cBK
999			_c39517 _d39517