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Advertising for Dummies.Pdf 01_045833 ffirs.qxp 11/22/06 3:40 PM Page i Advertising FOR DUMmIES‰ 2ND EDITION 01_045833 ffirs.qxp 11/22/06 3:40 PM Page ii 01_045833 ffirs.qxp 11/22/06 3:40 PM Page iii Advertising FOR DUMmIES‰ 2ND EDITION by Gary Dahl 01_045833 ffirs.qxp 11/22/06 3:40 PM Page iv Advertising For Dummies®, 2nd Edition Published by Wiley Publishing, Inc. 111 River St. Hoboken, NJ 07030-5774 www.wiley.com Copyright © 2007 by Wiley Publishing, Inc., Indianapolis, Indiana Published by Wiley Publishing, Inc., Indianapolis, Indiana Published simultaneously in Canada No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permit- ted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, 978-750-8400, fax 978-646-8600. Requests to the Publisher for permission should be addressed to the Legal Department, Wiley Publishing, Inc., 10475 Crosspoint Blvd., Indianapolis, IN 46256, 317-572-3447, fax 317-572-4355, or online at http:// www.wiley.com/go/permissions. Trademarks: Wiley, the Wiley Publishing logo, For Dummies, the Dummies Man logo, A Reference for the Rest of Us!, The Dummies Way, Dummies Daily, The Fun and Easy Way, Dummies.com and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc. and/or its affiliates in the United States and other countries, and may not be used without written permission. All other trademarks are the property of their respective owners. Wiley Publishing, Inc., is not associated with any product or vendor mentioned in this book. LIMIT OF LIABILITY/DISCLAIMER OF WARRANTY: THE PUBLISHER AND THE AUTHOR MAKE NO REP- RESENTATIONS OR WARRANTIES WITH RESPECT TO THE ACCURACY OR COMPLETENESS OF THE CONTENTS OF THIS WORK AND SPECIFICALLY DISCLAIM ALL WARRANTIES, INCLUDING WITHOUT LIMITATION WARRANTIES OF FITNESS FOR A PARTICULAR PURPOSE. NO WARRANTY MAY BE CRE- ATED OR EXTENDED BY SALES OR PROMOTIONAL MATERIALS. THE ADVICE AND STRATEGIES CON- TAINED HEREIN MAY NOT BE SUITABLE FOR EVERY SITUATION. THIS WORK IS SOLD WITH THE UNDERSTANDING THAT THE PUBLISHER IS NOT ENGAGED IN RENDERING LEGAL, ACCOUNTING, OR OTHER PROFESSIONAL SERVICES. IF PROFESSIONAL ASSISTANCE IS REQUIRED, THE SERVICES OF A COMPETENT PROFESSIONAL PERSON SHOULD BE SOUGHT. NEITHER THE PUBLISHER NOR THE AUTHOR SHALL BE LIABLE FOR DAMAGES ARISING HEREFROM. THE FACT THAT AN ORGANIZATION OR WEBSITE IS REFERRED TO IN THIS WORK AS A CITATION AND/OR A POTENTIAL SOURCE OF FUR- THER INFORMATION DOES NOT MEAN THAT THE AUTHOR OR THE PUBLISHER ENDORSES THE INFORMATION THE ORGANIZATION OR WEBSITE MAY PROVIDE OR RECOMMENDATIONS IT MAY MAKE. FURTHER, READERS SHOULD BE AWARE THAT INTERNET WEBSITES LISTED IN THIS WORK MAY HAVE CHANGED OR DISAPPEARED BETWEEN WHEN THIS WORK WAS WRITTEN AND WHEN IT IS READ. For general information on our other products and services, please contact our Customer Care Department within the U.S. at 800-762-2974, outside the U.S. at 317-572-3993, or fax 317-572-4002. For technical support, please visit www.wiley.com/techsupport. Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. Library of Congress Control Number: 2006936762 ISBN-13: 978-0-470-04583-1 ISBN-10: 0-470-04583-3 Manufactured in the United States of America 10 9 8 7 6 5 4 3 2 1 2B/RT/RS/QW/IN 01_045833 ffirs.qxp 11/22/06 3:40 PM Page v About the Author Gary Dahl is an award-winning copywriter, creative director, and advertising agency owner. His career spans 40 years, during which he has handled all facets of advertising for hundreds of clients. His agency, Gary Dahl Creative Services, in Campbell, California, specializes in electronic advertising. Dahl’s ability to creatively capture the essence of a client’s business in 30 or 60 seconds of clear, concise broadcast copy is a result of having written and produced hundreds of television commercials and thousands of radio com- mercials for a wide variety of businesses, including financial, automotive, wireless, education, retail, high-tech, and dot-coms. Gary Dahl has a unique understanding of what it takes to successfully convey a client’s message to potential customers. As the creator of the retail phe- nomenon, the Pet Rock –– which still ranks as the fastest selling and most publicized novelty gift product in retail history –– Dahl has proven the extra- ordinary power of a creative idea combined with an effective, well-planned marketing strategy. He has been featured in Time, Newsweek, People, Playboy, and other major magazines; has appeared on numerous network TV shows; and has been interviewed by countless radio networks worldwide, including NPR, the BBC, and the Australian Broadcasting Company. An accomplished public speaker, Dahl has made advertising/marketing pre- sentations to numerous university advertising and marketing communications classes, advertising and civic organizations, and business and professional clubs throughout the country. He and his wife, Marguerite, live in the hills above Los Gatos, California. Ruth Mills is an editor and writer with more than 20 years of experience in book publishing. She has edited and published books on a wide range of topics, including business, finance, biography, general-interest non-fiction, and fiction. She has worked with authors who were CEOs of major corpora- tions (including Continental Airlines and Sears) and journalists from such major publications as BusinessWeek, Forbes, Fortune, and The Wall Street Journal. She also developed several series of books with Entrepreneur, Adweek, and Black Enterprise magazines. Finally, she has ghost-written seven books on business topics, including advertising, real estate investing, per- sonal finance, and the success story of a well-known business entrepreneur. 01_045833 ffirs.qxp 11/22/06 3:40 PM Page vi 01_045833 ffirs.qxp 11/22/06 3:40 PM Page vii Dedication To Marguerite, my soul mate and the love of my life. 01_045833 ffirs.qxp 11/22/06 3:40 PM Page viii Publisher’s Acknowledgments We’re proud of this book; please send us your comments through our Dummies online registration form located at www.dummies.com/register/. Some of the people who helped bring this book to market include the following: Acquisitions, Editorial, and Composition Services Media Development Project Coordinator: Patrick Redmond Project Editor: Natalie Faye Harris Layout and Graphics: Carl Byers, (Previous Edition: Elizabeth Netedu Kuball) Lavonne Cook, Joyce Haughey, Acquisitions Editor: Stacy Kennedy Stephanie D. Jumper, Shelley Norris, Barry Offringa, Laura Pence (Previous Edition: Holly McGuire) Anniversary Logo Design: Richard Pacifico Copy Editor: Sarah Westfall Proofreaders: Dwight Ramsey, Techbooks Technical Editor: Tom Hirons Indexer: Techbooks Editorial Manager: Christine Beck Media Development Manager: Laura VanWinkle Editorial Assistants: Erin Calligan, Joe Niesen, David Lutton, Leeann Harney Cartoons: Rich Tennant (www.the5thwave.com) Publishing and Editorial for Consumer Dummies Diane Graves Steele, Vice President and Publisher, Consumer Dummies Joyce Pepple, Acquisitions Director, Consumer Dummies Kristin A. Cocks, Product Development Director, Consumer Dummies Michael Spring, Vice President and Publisher, Travel Kelly Regan, Editorial Director, Travel Publishing for Technology Dummies Andy Cummings, Vice President and Publisher, Dummies Technology/General User Composition Services Gerry Fahey, Vice President of Production Services Debbie Stailey, Director of Composition Services 02_045833 ftoc.qxp 11/22/06 3:40 PM Page ix Contents at a Glance Introduction .................................................................1 Part I: Advertising 101.................................................7 Chapter 1: Advertising: Mastering the Art of Promotion ..............................................9 Chapter 2: Setting and Working within Your Advertising Budget ..............................19 Chapter 3: Boosting Your Budget with Co-Op Programs.............................................33 Chapter 4: Defining and Positioning Your Message .....................................................41 Chapter 5: Forming an Effective Ad Campaign .............................................................53 Part II: Creating Great Ads for Every Medium ...............71 Chapter 6: Online Advertising: Maximizing the Enormous Reach of the Internet ...73 Chapter 7: Using Print Ads: Small Spaces with Big Audiences...................................95 Chapter 8: Radio: Effective, Affordable, and Fun........................................................107 Chapter 9: Demystifying TV Commercials: They Don’t Have to Win Awards to Be Effective ....................................................................................123 Chapter 10: Collateral Advertising and Direct Mail: Brochures, Flyers, Newsletters, and More................................................................139 Chapter 11: Opting for Outdoor Ads: Billboards, Posters, Ads on Buses, and Other Signage ..............................................................................159 Part III: Buying the Different Media ..........................173 Chapter 12: Investing in Internet Advertising.............................................................175
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