Advertising for dummies / Gary Dahl

Chapter 1: Advertising: Mastering the Art of Promotion;
Chapter 2: Setting and Working within Your Advertising Budget;
Chapter 3: Boosting Your Budget with Co-Op Programs;
Chapter 4: Defining and Positioning Your Message;
Chapter 5: Forming an Effective Ad Campaign.
Chapter 6: Online Advertising: Maximizing the Enormous Reach of the Internet
Chapter 7: Using Print Ads: Small Spaces with Big Audiences;
Chapter 8: Radio: Effective, Affordable, and Fun;
Chapter 9: Demystifying TV Commercials: They Don't Have to Win Awards to Be Effective;
Chapter 10: Collateral Advertising and Direct Mail: Brochures, Flyers, Newsletters, and More;
Chapter 11: Opting for Outdoor Ads: Billboards, Posters, Ads on Buses, and Other Signage;
Chapter 12: Investing in Internet Advertising;
Chapter 13: Buying Ad Space in Print Media;
Chapter 14: Purchasing Ad Time on the Radio.
Chapter 15: Getting Your Ads on Television
Chapter 16: Deciding Whether to Hire an Ad Agency;
Chapter 17: Creating Buzz and Word-of-Mouth Advertising;
Chapter 18: Leveraging Your Advertising with Public Relations, Publicity, Specialty Items, and Events;
Chapter 19: Ten Secrets for Writing Memorable Advertising;
Chapter 20: (Almost) Ten Ways to Know It's Time to Hire an Agency

Includes index.