So, you need to create an advertising campaign that brings in morecustomers, adds more dollars to your bottom line, and validates allthe reasons you went into business in the first place. But how canyou make your ad look and sound like champagne if your budget canonly afford beer? Are you wasting your time trying to sell ice toan Eskimo?The world of advertising can seem like a dauntingplace--but it doesn't have to be. Advertising forDummies coaches you through the process and shows you howto:* Identify and reach your target audience* Define and position your message* Get the most bang for your buck* Produce great ads for every medium* Buy the different media* Create buzz and use publicity* Research and evaluate your competitionAdvertising for Dummies offers newbies a real-world lookat the ins and outs of advertising--from online and print toTV, radio, and outdoor formats--to show you how you can easilydevelop and execute a successful campaign on any budget. Plus,you'll find a glossary of common buzzwords you may encounteralong the way so you can talk the talk like the advertising guruyou (almost) are! With simple tips on how to write memorable adsand timeless lessons from the legends, this book is packed witheverything you need to have people from New York to Los Angeleswhistling your jingle.