New info on buzz, publicity, and word-of-mouth advertisingThe fun and easy way(r) to create effective ads and increase your profitsNeed to develop a hard-hitting, memorable ad campaign? This practical guide gives you the inside scoop on creating attention-getting, results-driven advertising in all mediums -- from electronic and print to radio, TV, online, and outdoor formats. You'll see how to deliver a powerful, consistent message and when you should -- and shouldn't -- use shortcuts to save costs.Discover how to* Set a realistic ad budget* Define and position your message* Identify and target your audience* Create great ads for every medium* Make an emotional connection* Use "ad speak" effectively

Introduction.Part I: Advertising 101.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.Part II: Creating Great Ads for Every Medium.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.Part III: Buying the Different Media.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.Part IV: Beyond the Basics: Creating Buzz and Using Publicity.Chapter 17: Creating Buzz and Word-of-Mouth Advertising.Chapter 18: Leveraging Your Advertising with Public Relations, Publicity, Specialty Items, and Events.Part V: The Part of Tens.Chapter 19: Ten Secrets for Writing Memorable Advertising.Chapter 20: (Almost) Ten Ways to Know It's Time to Hire an Agency.Glossary.Index.