Do It Yourself Advertising and Promotion: How to Produce Great Ads, Brochures, Catalogs, Direct Mail, Web Sites, and More , 3rd Edition

Cover......Page 1
Successful Yellow Pages Advertising, by Tom Davis......Page 8
Some Major Revisions......Page 9
Lots more......Page 10
The Whole Book......Page 12
ADVERTISING AND PROMOTION......Page 14
Six Uniform Annotations......Page 15
Five Vertical Checklist Columns......Page 17
Make ¡° Final¡± FINAL!......Page 18
Contents......Page 20
1 Branding and Your Brand Asset Assessment......Page 34
1. Brand Name......Page 35
3. Reach and Frequency......Page 37
5. Promotion......Page 38
7. Distribution......Page 39
11. Sales Force......Page 40
13. Product Performance......Page 41
15. Actionable Research......Page 42
WHAT¡¯S YOUR TOTAL SCORE?......Page 43
How to Set Goals for Your Advertising......Page 45
Where to Get Help in Setting Goals......Page 46
How to Budget for Advertising......Page 47
Budgeting for Individual Ads......Page 48
Evaluating Advertising Results......Page 49
How to Sneak a Preview......Page 50
Targeting by Building Profiles......Page 51
How to Design Your Ad without Being a ¡° Designer¡±......Page 52
How to Develop Benefits......Page 53
Features Instruct, Benefits Sell!......Page 54
Developing Your Offer......Page 55
Where You Should Start......Page 56
A Note on Guarantees, Promises, and Offers......Page 58
Features, Too!......Page 59
A Sample......Page 60
ONE FINAL CHECK BEFORE TYPESETTING......Page 61
Typesetting Options......Page 62
Type: Faces, Weight, and Sizes......Page 63
Production Considerations for Photography and Art......Page 66
Film for Advertisements......Page 67
Demographic Editions......Page 68
WHEN TO CHANGE AN AD......Page 69
Learning from Success......Page 70
What a Promotional Advertising Program Should Specify......Page 71
Auditing Co- Op: How and Why......Page 73
NOTES ON THE NEWSPAPER/ MAGAZINE ADVERTISING CHECKLIST......Page 75
General Audience Newspapers......Page 79
Who Advertises in Newspapers . . . and Why......Page 80
Magazine Categories......Page 81
HOW TO PICK PRINT MEDIA FOR ADVERTISING......Page 82
IF YOU DON¡¯T KNOW WHERE TO ADVERTISE......Page 83
Understanding SRDS Print Media Listings......Page 84
Reliability of SRDS Data......Page 85
HOW TO RESEARCH A SUBJECT......Page 87
The ¡° Target¡± Audience......Page 88
Using the Promotion......Page 90
ESTABLISHING A TIME FRAME AND TIME LINES......Page 91
CREATING THE PROMOTION: AN OUTLINE......Page 92
WRITING THE MANUSCRIPT: THE IMPORTANCE OF FEATURES AND BENEFITS......Page 94
LAYOUT AND DESIGN......Page 95
Cost Factors in Working with Outside Designers......Page 97
NOTES ON THE FLYER/ BROCHURE CHECKLIST......Page 98
The Challenge of Optional Posting......Page 102
How to Get Your Bulletin Read......Page 103
Bulletins for Fun Events......Page 104
AWord about Design......Page 105
Structuring Your Invitation......Page 106
NOTES ON THE INVITATION/ INVITATIONAL BULLETIN CHECKLIST......Page 108
DIRECT MAIL......Page 112
WHAT YOU NEED TO KNOW ABOUT DIRECT MARKETING LAW......Page 113
Doing Your Own Mailings......Page 114
MAILING LISTS......Page 115
For New Businesses......Page 116
Things to Know about Using Lists......Page 117
THE ABSOLUTE NECESSITY FOR TESTING......Page 118
Structuring a Test......Page 119
Five Ways to Approach Testing......Page 120
How to Prepare Your Print Media Test......Page 121
Testing Just Two Variables......Page 122
CREATING YOUR OWN MAILINGS:THE LETTER......Page 123
The Two- List Approach to Letters......Page 124
The Three ¡° Tells¡±......Page 125
Notes on the Letter for Waxer Mailing......Page 127
ENVELOPES AND TEASERS......Page 130
The Other 90 Percent......Page 131
The Response: More Than Just a BRC......Page 132
To Card . . . or Not to Card......Page 133
SELF- MAILERS AND REPLY CARDS......Page 134
Self- Mailer Advantages and Disadvantages......Page 135
The Triple Postcard......Page 136
Additional Triple Postcard Suggestions......Page 137
The $ 20 Rule Applied......Page 138
NOTES ON THE DIRECT MAIL CREATIVE CHECKLIST......Page 140
Establishing Your Database......Page 143
What You Really Have to Know......Page 144
Database Direct Marketing and the Four P¡¯s......Page 145
6 Catalogs......Page 147
Copy......Page 148
PRODUCING YOUR CATALOG......Page 149
First General Meeting......Page 150
Assignment and Scheduling......Page 153
Writing Copy......Page 154
Design and Layout......Page 156
Art and Photography......Page 158
Typesetting and Desktop Publishing......Page 161
Disk or New Art, Film Separation, and Proofing......Page 163
Printing and Binding......Page 164
Distribution and Mailing......Page 166
Postproduction Activities......Page 167
NOTES ON THE CATALOG CHECKLIST......Page 168
7 Out- of- Home Advertising and Promotion......Page 172
The Yellow Pages, SRDS, and Your Sanity......Page 173
BILLBOARD OUTDOOR DISPLAYS......Page 174
Billboards and Their Cost......Page 175
Production Costs......Page 176
Basic Billboard Formats......Page 177
TRANSIT AND BUS DISPLAYS......Page 178
Bench Displays......Page 179
Where to Find Suppliers and What It Costs......Page 180
Inflatable ¡° Cold Air¡± Advertising......Page 181
SHOPPING MALL AND FOOD COURT ADVERTISING......Page 182
Movie Advertising......Page 183
County Fairgrounds, Picnic Grounds, and County Stadiums......Page 184
NOTES ON THE OUT- OF- HOME CHECKLIST......Page 185
A Look at Yellow Pages Usage......Page 188
Be Your Own Yellow Pages Guinea Pig......Page 189
How to Calculate Yellow Pages Ad Results......Page 190
Look Inside ¡° the Mirror¡±......Page 191
RETURN ON INVESTMENT......Page 192
Measuring Yellow Pages Return on Investment......Page 193
THE OCCUPANCY THEORY......Page 194
Translating ¡° Vacancies¡± to Your Business......Page 195
Dominate Somewhere......Page 196
Display Advertising......Page 197
How to Write a Great Yellow Pages Ad......Page 198
How to Track Calls......Page 199
Telephone Company Directories......Page 200
BUYING AT A DISCOUNT......Page 201
Basic Display Ad......Page 202
Major Quarter- Page Ad......Page 203
NOTES ON YELLOW PAGES ADVERTISING CHECKLIST......Page 204
SCOPE OF TELESERVICES......Page 208
Teleservicing as Today¡¯s Way to Telemarketing Success......Page 209
Integrate Your Customer Communications to Create More Sales/ Service Opportunities......Page 210
Teleservicing Goals......Page 211
Standard Teleservices Firms......Page 213
How Teleservicers Charge......Page 214
Inbound Teleservicing......Page 215
Outbound Teleservicing......Page 217
FINDING THE HELP YOU NEED FOR IN- HOUSE OPERATIONS......Page 219
Finding the Right Firm......Page 220
Testing Teleservicers......Page 222
NOTES ON THE TELESERVICES CHECKLIST......Page 224
WHEN TO BROADCAST YOUR FAX......Page 226
FINDING BROADCAST FAX FIRMS......Page 227
Some Guidance in Personalization......Page 228
NOTES ON THE BROADCAST FAX CHECKLIST......Page 229
How to Collect E- Mail Addresses......Page 234
The Business- to- Business Application......Page 235
Make It Easy to Get Off Your List, Too......Page 236
How to Get the Existing Business Front Line Involved......Page 237
The Importance of Blind ¡° Carbon Copies¡±......Page 238
Five ¡° Secrets¡± of Successful E- Mail......Page 239
Your Seven- Point Web Site Index......Page 240
The ¡° Online¡± and ¡° Catalog¡± Difference......Page 242
The Empathy Factor......Page 243
The \"No More Need for Phone Reps\" Fallacy( It’s Not Always the Web Site Desigr’s Fault!)......Page 244
The Need for Experimentation......Page 245
Assigning Responsibility to Get Results......Page 246
What a Good Site Is All About......Page 247
Requests for More Information......Page 248
No ¡° Friction- Free¡± Commerce......Page 249
Finding the Right Web Site for You to Advertise......Page 250
The Need to Find the Right Bank for Credit Sales......Page 251
Setting Your Strategy......Page 252
E- mail Things to Do......Page 253
Internet Things to Do......Page 255
12 Publicity and Public Relations......Page 256
How They Differ and Why It Matters......Page 257
Deciding Who¡¯s in Charge......Page 258
THE NEED FOR AGREED- ON PR PROCEDURES......Page 259
Convincing Management......Page 260
HOW TO MAXIMIZE GOOD NEWS......Page 261
THE MEDIA RELEASE OR NEWS ADVISORY......Page 263
22 Ways to Get Your Story Printed......Page 264
HOW TO GAIN LOCAL COVERAGE......Page 269
2. Find National Media That Want Your News......Page 271
3. Use National Release Services......Page 274
GETTING MORE PR FROM YOUR PUBLICITY......Page 275
WHEN NOT TO DO IT YOURSELF......Page 276
NOTES ON THE PUBLICITY/ PUBLIC RELATIONS CHECKLIST......Page 277
The Boutique Factor......Page 281
The Do- It- Yourself Quality Factor......Page 282
Finding Suppliers......Page 283
Skills for Multimedia Planning and Use......Page 284
Tape versus CD versus CD- ROM......Page 285
What Media Creativity Is All About......Page 286
Openness to Criticism......Page 287
Endless Shooting......Page 288
Voice and Teleprompters......Page 289
Final Editing......Page 290
Finding the Duplication Service You Need......Page 291
NOTES ON THE MEDIA CREATIVE AND PRODUCTION CHECKLIST......Page 292
Consumer Shows ( for the General Public)......Page 296
WHY YOU CARE......Page 297
Marketing Media......Page 298
Information- Driven Growth......Page 299
WHY YOU AND THEY ARE THERE......Page 300
Focus on Focus......Page 301
Focus on Your Prospects¡¯ Problems . . . and Solve Them......Page 302
THE BILLBOARD APPROACH TO SUCCESS AT EXHIBITING......Page 303
What This Book Can Do to Help......Page 304
There¡¯s More to Exhibiting Than Exhibits......Page 305
It Doesn¡¯t Have to Have Food......Page 306
Focus for Individual Attention......Page 307
Exhibit Space Configuration......Page 308
Space for New Exhibitors......Page 309
Custom- Built Displays ( Option 1)......Page 310
A Dozen Cost Factors......Page 311
The One- Show, Leave- Behind Display: An Invitation to Adventure ( Option 5)......Page 313
Constructing Your One- Show Display......Page 315
ORDERING A NEW DISPLAY......Page 316
MEETINGS CHECKLIST......Page 320
FILM SEPARATION AND PROOFING......Page 325
From New Art to Film or File......Page 326
Proofing before Printing......Page 327
A Continuous Process......Page 329
NOTES ON THE FILE/ FILM PREPARATION CHECKLIST......Page 330
NOTES ON THE PRINTING/ BINDERY CHECKLIST......Page 334
On Postage Savings......Page 341
NOTES ON THE DMPC/ LETTERSHOP CHECKLIST......Page 343
Index......Page 350