Streetwise Do-It-yourse lf Advertising 下载 mobi 免费 pdf 百度网盘 epub 2025 在线 电子书

Never before has it been easier for small business managers to create their own advertising!Streetwise Do-It-yourse lf Advertising helps you to develop marketing plans,choose promotions,create direct mail pieces,and produce great ads that will get result!You'll get the competitive advantage of putting today's hottest marketing techniques to work for your business-without the cost of hiring an ad agency!

作者简介

Sarah White,consults on marketing and advertising from her home base in Madison ,Wisconsin,For twelve years she directed her own marketing communication firm,serving clients in manufacturing,distribution,retail,education,govenment,and professional services.She has earned numerous awards and honors for her creativity in advertising and service to the community.Visit www.White Sarah.com to learn more ablut Ms.White's work.

John Woods is president of CWL Publishing Enterprise,a book development firm.He has over twenty-five years of experience in book publishing.A professional business writer and editor,Woods works with authors and publishers to create books on a variety of business subjects.He is editor of The Quality Yearbook.

Preface

Acknowledgments

CHAPTER 1 Before You Advertise:Determine Your Mrketing Objectives

Focusing Your Marketing Efforts:The Business Review

The Four Aspects of Value

Where You Are:The Marketplace

SWTO Analysis-Strengths,Weaknesses,Opportunities,Threats

Summary:The Business Review

The Four P's :Your Marketing Mix—Product,Place,Pricing,Promotion

Market Research:Pricing,Promotion

Market Research:What It Is,When to Do It Youself

Developing a Functional Marketing Plan

CHAPTER 2 Positioning:The Heart of Creative Promotions

Positioning:The Art of Finding Your Unique Selling Proposition

The USP Unique Selling Proposition

Choosing Your Positioning Strategy

Choosing The Right Position for Your Business

Review the Components of Positioning

The Big Picture;Putting your Positioning to Use

Beyond Positioning-to the Advertising Strategy

CHAPTER 3 Promotion:Do They Have a Place in Your Plan?

CHAPTER 4 Writing a Media Plan

CHAPTER 5 The Creative Approach:Taking Aim at Great Advertising

CHAPTER 6 How to Create Print Ads that Sell

CHAPTER 7 All about Radio Advertising

CHAPTER 8 Direct Mail Advertising:Generating Leads,Winning Responses

CHAPTER 9 Your Corporate Image:Keeping that “Tegether”Look

CHAPTER 10 Do you need help with you Advertising?

How to Hire and Work with Specialists

CHAPTER 11 Summary:What You Ought to Do Is…

CHAPTER

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