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Advertising for Beginners
Successful Web and Offline
Advertising in the Digital Age
By: Learn2succeed.com Incorporated
If you are a small business person or want to start a new business, this book will help you. It assumes that you have a tight advertising budget and have to get the best bang for your buck. In this way, it differs from many college and university text books which are generally written from the viewpoint of large companies or multinationals which have huge advertising budgets.
You will learn the use of advertising "hooks" and how they differ for the business market as opposed to the consumer market. The chapter on direct mail advertising will take you through the steps in creating an effective direct mail piece.
The Internet offers tremendous opportunities for advertisers in this digital age, yet many small companies have failed to establish themselves in cyberspace. You may consider that is too expensive or too complicated. Hopefully, this book will help to dispel those ideas and lead you through the steps to establishing an effective Web presence.
You will find that this book places an emphasis on the less expensive forms of advertising such as direct mail, print media, yellow pages, signage, trade shows, telemarketing and fax broadcasting. Less emphasis is placed on broadcast media, since this tends to be expensive and often beyond the budget of smaller companies.
You will find that it places an emphasis on trying to use offline media to drive traffic to your Web site, where you can display more detailed information.
The final chapters discuss some of the topics you will need to address in preparing your advertising plan. You will also learn about some of the standards and laws which apply to advertising as well as rules about privacy.
This book covers a wide range of advertising methods and how to evaluate them. Itís up to you to choose which ones work best for your business.
Chapter 1 - The Advertising "Hooks"
Chapter 2 - Advertising on the Web-How to Create Your Own User-Friendly Web Site
Chapter 3 - Web Authoring Software
Chapter 4 - Search Engine Optimization
Chapter 5 - Links to Other Sites, Web Banners, Pop-Ups, Web Rings
Chapter 6 - E-mail & E-newsletters
Chapter 7 - Use Off-Line Advertising to Support Web Advertising
8 - Print Media
Chapter 9 - Direct Mail Advertising
10 - Yellow Pages and Directories
Chapter 11 - Signage
Chapter 12 - Trade Shows
13 - Broadcast Media
Chapter 14 - Digital News Media
Chapter 15 - Telemarketing and Fax Broadcasting
Chapter 16 - Your Advertising Plan
Chapter 17 - Keep Track of What Works
Chapter 18 - The Gatekeepers
19 - Letís Get Started!
Advertising for Beginners: Successful Web and Offline Advertising in the Digital Age by: Learn2succeed.com Incorporated: Softcover; 146 pages; ISBN: 978-1-55270-251-9 published in 2009; Canadian: $24.95.
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