1、AdvertisingFORDUMmIES2ND EDITION01_045833 ffirs.qxp 11/22/06 3:40 PM Page i01_045833 ffirs.qxp 11/22/06 3:40 PM Page iiAdvertisingFORDUMmIES2ND EDITIONby Gary Dahl01_045833 ffirs.qxp 11/22/06 3:40 PM Page iiiAdvertising For Dummies, 2nd EditionPublished byWiley Publishing, Inc.111 River St.Hoboken,
2、NJ 07030-Copyright 2007 by Wiley Publishing, Inc., Indianapolis, IndianaPublished by Wiley Publishing, Inc., Indianapolis, IndianaPublished simultaneously in CanadaNo part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form orby any means, electronic, mech
3、anical, photocopying, recording, scanning, or otherwise, except as permit-ted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior writtenpermission of the Publisher, or authorization through payment of the appropriate per-copy fee to theCopyright Clearance Cen
4、ter, 222 Rosewood Drive, Danvers, MA 01923, 978-750-8400, fax 978-646-8600.Requests to the Publisher for permission should be addressed to the Legal Department, Wiley Publishing,Inc., 10475 Crosspoint Blvd., Indianapolis, IN 46256, 317-572-3447, fax 317-572-4355, or online at http:/ Wiley, the Wiley
5、 Publishing logo, For Dummies, the Dummies Man logo, A Reference for theRest of Us!, The Dummies Way, Dummies Daily, The Fun and Easy Way, D and related tradedress are trademarks or registered trademarks of John Wiley has appeared on numerous network TV shows;and has been interviewed by countless ra
6、dio networks worldwide, includingNPR, the BBC, and the Australian Broadcasting Company.An accomplished public speaker, Dahl has made advertising/marketing pre-sentations to numerous university advertising and marketing communicationsclasses, advertising and civic organizations, and business and prof
7、essionalclubs throughout the country. He and his wife, Marguerite, live in the hillsabove Los Gatos, California.Ruth Mills is an editor and writer with more than 20 years of experience inbook publishing. She has edited and published books on a wide range oftopics, including business, finance, biogra
8、phy, general-interest non-fiction,and fiction. She has worked with authors who were CEOs of major corpora-tions (including Continental Airlines and Sears) and journalists from suchmajor publications as BusinessWeek, Forbes, Fortune, and The Wall StreetJournal. She also developed several series of bo
9、oks with Entrepreneur,Adweek, and Black Enterprise magazines. Finally, she has ghost-written sevenbooks on business topics, including advertising, real estate investing, per-sonal finance, and the success story of a well-known business entrepreneur.01_045833 ffirs.qxp 11/22/06 3:40 PM Page v01_04583
10、3 ffirs.qxp 11/22/06 3:40 PM Page viDedicationTo Marguerite, my soul mate and the love of my life.01_045833 ffirs.qxp 11/22/06 3:40 PM Page viiPublishers AcknowledgmentsWere proud of this book; please send us your comments through our Dummies online registrationform located at of the people who hel
11、ped bring this book to market include the following:Acquisitions, Editorial, and Media DevelopmentProject Editor: Natalie Faye Harris(Previous Edition: Elizabeth Netedu Kuball)Acquisitions Editor: Stacy Kennedy(Previous Edition: Holly McGuire)Copy Editor: Sarah WestfallTechnical Editor: Tom HironsEd
12、itorial Manager: Christine BeckMedia Development Manager:Laura VanWinkleEditorial Assistants: Erin Calligan, Joe Niesen,David Lutton, Leeann HarneyCartoons: Rich Tennant()Composition ServicesProject Coordinator: Patrick RedmondLayout and Graphics: Carl Byers, Lavonne Cook, Joyce Haughey, Stephanie D
13、. Jumper, Shelley Norris, Barry Offringa, Laura PenceAnniversary Logo Design: Richard PacificoProofreaders: Dwight Ramsey, TechbooksIndexer: TechbooksPublishing and Editorial for Consumer DummiesDiane Graves Steele, Vice President and Publisher, Consumer DummiesJoyce Pepple, Acquisitions Director, C
14、onsumer DummiesKristin A. Cocks, Product Development Director, Consumer DummiesMichael Spring, Vice President and Publisher, TravelKelly Regan, Editorial Director, TravelPublishing for Technology DummiesAndy Cummings, Vice President and Publisher, Dummies Technology/General UserComposition ServicesG
15、erry Fahey, Vice President of Production ServicesDebbie Stailey, Director of Composition Services01_045833 ffirs.qxp 11/22/06 3:40 PM Page viiiContents at a GlanceIntroduction .1Part I: Advertising 101.7Chapter 1: Advertising: Mastering the Art of Promotion 9Chapter 2: Setting and Working within You
16、r Advertising Budget 19Chapter 3: Boosting Your Budget with Co-Op Programs.33Chapter 4: Defining and Positioning Your Message .41Chapter 5: Forming an Effective Ad Campaign .53Part II: Creating Great Ads for Every Medium.71Chapter 6: Online Advertising: Maximizing the Enormous Reach of the Internet
17、.73Chapter 7: Using Print Ads: Small Spaces with Big Audiences.95Chapter 8: Radio: Effective, Affordable, and Fun107Chapter 9: Demystifying TV Commercials: They Dont Have to Win Awards to Be Effective 123Chapter 10: Collateral Advertising and Direct Mail: Brochures, Flyers, Newsletters, and More139C
18、hapter 11: Opting for Outdoor Ads: Billboards, Posters, Ads on Buses, and Other Signage 159Part III: Buying the Different Media 173Chapter 12: Investing in Internet Advertising.175Chapter 13: Buying Ad Space in Print Media 187Chapter 14: Purchasing Ad Time on the Radio.199Chapter 15: Getting Your Ad
19、s on Television .215Chapter 16: Deciding Whether to Hire an Ad Agency233Part IV: Beyond the Basics: Creating Buzz and Using Publicity245Chapter 17: Creating Buzz and Word-of-Mouth Advertising .247Chapter 18: Leveraging Your Advertising with Public Relations, Publicity, Specialty Items, and Events.25
20、7Part V: The Part of Tens 279Chapter 19: Ten Secrets for Writing Memorable Advertising .281Chapter 20: (Almost) Ten Ways to Know Its Time to Hire an Agency.28702_045833 ftoc.qxp 11/22/06 3:40 PM Page ixGlossary.293Index .29702_045833 ftoc.qxp 11/22/06 3:40 PM Page xTable of ContentsIntroduction1Abou
21、t This Book.1Conventions Used in This Book .2What Youre Not to Read.2Foolish Assumptions .2How This Book Is Organized.3Part I: Advertising 1013Part II: Creating Great Ads for Every Medium 3Part III: Buying the Different Media4Part IV: Beyond the Basics: Creating Buzz and Using Publicity .4Part V: Th
22、e Part of Tens.4Icons Used in This Book5Where to Go from Here5Part I: Advertising 1017Chapter 1: Advertising: Mastering the Art of Promotion . . . . . . . . . . . .9Making Advertising Work10Getting to Know Your Media Options11Regarding radio 11Rating TV .12Contemplating print.12Musing upon direct ma
23、il13Scrutinizing outdoor advertising .14Ogling online ads14Poring over publicity .14Lessons from the Legends: Figuring Out Your Advertising Needs 15David Ogilvy16Bill Bernbach.17Wieden and Kennedy .18Chapter 2: Setting and Working within Your Advertising Budget . . .19Determining How Much You Can Af
24、ford to Spend.20Developing an Advertising Strategy and a Tactical Plan 22Researching and evaluating your competition.22Identifying your target market23Knowing your products appeal .2402_045833 ftoc.qxp 11/22/06 3:40 PM Page xiMaximizing Your Budget .24Getting the most out of your creative and produc
25、tion .25Using media you can afford.26Chapter 3: Boosting Your Budget with Co-Op Programs . . . . . . . . . . .33Knowing Who Uses Co-Op Funds.33Finding Out Which of Your Suppliers Have Co-Op Funds Available35Knowing who to talk to36Youve found your funds, now how do you get the dough?37Understanding
26、the Rules, Regulations, and Restrictions .37Getting your ads preapproved38Obtaining proof of performance.39Submitting your co-op claims package40Chapter 4: Defining and Positioning Your Message . . . . . . . . . . . . . . .41Understanding Why People Choose One Product or Service over Another 42Image
27、 is everything42Youve got personality! 42Convenience: More than location 43Dont sacrifice service! 44Let em know your uniqueness.45The price is right 45Researching and Assessing Your Competition: What Sets Your Product Apart? 46Developing a Strategy for Your Advertising Campaign.48Case Study: Advert
28、ising a Chain of Womens Plus-Size Clothing Stores .49Identifying the USP: The unique selling proposition .50Knowing the budget and staying within its limits.50Shooting the ads.51Selecting the right media.51Applying these ideas to your ad campaign.52Chapter 5: Forming an Effective Ad Campaign . . . .
29、 . . . . . . . . . . . . . . . .53Identifying and Targeting Your Audience54Focus on your primary market.55Research your market55Checking Out Your Competitions Ads so You Can Differentiate Yours .56Focusing on Ads That You Respond to Most57Advertising For Dummies, 2nd Edition xii02_045833 ftoc.qxp 11
30、/22/06 3:40 PM Page xiiConcocting a Creative Hook to Get Your Audiences Attention.59Creative brainstorming60Creative example: Developing a campaign for a community college 62Incorporating Your Creative Message into an Overall Media Ad Campaign .65Ensuring consistency of your message in all media you
31、 choose .66Keeping your message simple 66Using words that sell67Delivering your message with clarity 69Part II: Creating Great Ads for Every Medium71Chapter 6: Online Advertising: Maximizing the Enormous Reach of the Internet . . . . . . . . . . . . . . . . . . . . . . . . . . . . .73Measuring the P
32、ros and Cons of Online Advertising.74Creating Your Own Web Site .76Deciding on your Web site goals 77Choosing an effective domain name78Saving money (or your sanity): Your Web design 78Designing a strong Web site 79Promoting Your Site .83Setting Goals for Online Ads.85Ads that build awareness 86Ads
33、that encourage click-through86Ads that encourage sales 87Choosing Among Online Ad Formats.87Creating banner ads.88Doing e-mail advertising92Chapter 7: Using Print Ads: Small Spaces with Big Audiences . . . . .95Exploring the Advantages of Print .95Recognizing What Makes a Print Ad Successful 96Writi
34、ng and Designing an Eye-Catching Print Ad .99Hammering out your headline99Shaping your subheads .101Building your body copy .101Generating your graphics102Dont forget the layout!103xiiiTable of Contents02_045833 ftoc.qxp 11/22/06 3:40 PM Page xiiiChapter 8: Radio: Effective, Affordable, and Fun . .
35、. . . . . . . . . . . . . . .107Summarizing Your Business in 60 Seconds.107Who are you? 108What are you selling?.108When do you want consumers to act? 109How can customers get in touch with you?109Why should customers hire or buy from you?.110Deciding on the Format for Your Ad112Talking it up: Dialo
36、gue .112Amusing (and schmoozing) the masses: Comedy .113Giving just the facts: A straight read .114Determining Who Should Read the Script 115Doing it yourself .115Using a studio announcer118Hiring a professional voice talent 118Setting It All in Motion: How to Get Your Ad on the Radio .120Chapter 9:
37、 Demystifying TV Commercials: They Dont Have to Win Awards to Be Effective . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .123Designing Your TV Commercial in Layers.124Audio124Video 125Computer graphics 125Bringing the Audio and Visual Together .126Deciding What to Feature in Your Com
38、mercial 129Appearing in your own commercial.129Promoting with a professional130Highlighting your place of business.130Focusing the camera on your product or service131Figuring Out Where to Shoot 131On location131In the studio 134Producing Your Commercial.135Using the TV stations production departmen
39、t135Hiring an independent production house .137Editing Your Commercial 137Chapter 10: Collateral Advertising and Direct Mail: Brochures, Flyers, Newsletters, and More . . . . . . . . . . . . . . . . . . . . . .139First Things First: Planning Your Collateral Campaign .140Watching Out for Collateral B
40、udget Busters.141Adding a little (or a lot) of color.142Printing cheap: No such thing?.142Advertising For Dummies, 2nd Edition xiv02_045833 ftoc.qxp 11/22/06 3:40 PM Page xivDesigning the Best Collateral Ads for Your Business 145Striving for a simple design and clear copy146Deciding what to include
41、in your ad147Getting help with your design 151Handing Off the Dirty Work: Direct-Mail Houses154Asking the direct-mail provider some important questions.154Planning your postage .157Chapter 11: Opting for Outdoor Ads: Billboards, Posters, Ads on Buses, and Other Signage . . . . . . . . . . . . . . .
42、. . . . . . . . . . . . . .159Recognizing the Advantages of Outdoor Advertising .160Measuring the Effectiveness of Outdoor Ads.162Choosing Among Your Outdoor Advertising Options.163Designing Memorable Outdoor Advertising.166Pursuing potential customers 167Making your ad readable.168Keeping your ad c
43、lear169Making it worth remembering 169Looking at a Success Story: Chick-fil-As Billboard Campaign170Aiming for the target audience .171Setting up the marketing strategy171Capitalizing on the creative strategy .171Reaping the results.171Part III: Buying the Different Media.173Chapter 12: Investing in
44、 Internet Advertising . . . . . . . . . . . . . . . . . . . .175Hiring Someone to Create Your Business Web Site .176Choosing a Web designer worthy of your hard-earned dollars.176Contracting with and paying a Web designer.178Finding an ISP to Run Your Site 179Ranking Your Site: Purchasing Key Words o
45、n Search Engines .181Buying Banner Ads on Other Web Sites 181Using ad networks181Placing your online ads yourself 182Online advertising via affiliate programs 182Finding out whether your banner is working .183Assessing the Cost-Effectiveness of E-Mail Advertising184xvTable of Contents02_045833 ftoc.
46、qxp 11/22/06 3:40 PM Page xvChapter 13: Buying Ad Space in Print Media . . . . . . . . . . . . . . . . . . . .187Choosing the Right Publication for Your Print Ad.188Calculating Your Print Ads Cost 189Finding a Good Sales Rep191Cold-calling a publication: Dont do it! 191Going straight to the top: Cal
47、l the sales manager192Asking for referrals.192Becoming a Formidable Ad Buyer .193Acting as though youre reluctant193Making your sales rep think shes got competition .195Complaining when the time is right.196Chapter 14: Purchasing Ad Time on the Radio . . . . . . . . . . . . . . . . . . .199Determini
48、ng the Best Radio Station for Your Ads200Specifying which demographic youre after .201Doing your homework .202Buying the station 204Talking the Talk of Radio Advertising205Cume 206Ranker206Dayparts 207Reading the Fine Print .207Hammering out the details207Holding em to it .209Waiting Patiently for t
49、he Results210Giving your audience time to respond 210Buying radio time: Too little, too much? .211Evaluating your radio ads from time to time211Taking Advantage of Seasonal Incentives to Reduce Your Costs.212Chapter 15: Getting Your Ads on Television . . . . . . . . . . . . . . . . . . . . .215Buying the Programming, Not the Station 216Comparing TV Stations: Request Media Kits217Ready to Negotiate? Better Know Your TV Marketing Terms First!.218Unders
