• Cover

  Page 1

• Contents

  Page 6

• Acknowledgments

  Page 8

• Introduction

  Page 10

• 1. What Is Advertising, and How Does It Fit into the Marketing Plan?

  Page 20

• 2. Outside Suppliers and Other Sources of Help

  Page 28

• 3. Brand Development

  Page 40

• 4. Developing Your Advertising Plan

  Page 46

• 5. Media Basics

  Page 62

• 6. Choosing and Executing Your Media Plan

  Page 74

• 7. Crafting Your Message

  Page 92

• 8. Integrating Other Marketing Communications Components into Your Executions

  Page 108

• 9. Putting the Plan Together and Measuring Its Effectiveness

  Page 118

• 10. The Future for Entrepreneurial Advertising

  Page 130

• Index

  Page 138

Geared to the fast-changing media world of the 21st century, The Entrepreneur's Guide to Advertising was written to offer both basic advertising concepts and advanced, state-of-the-art information about the new advertising environment. In its pages, two expert authors walk the entrepreneur through each and every stage necessary to create an integrated and synergistic advertising and marketing communications program.||This guide covers all of the many facets of advertising, as well as the variables that make up the Integrated Marketing Communication (IMC) mix. Most notably, the book provides a framework entrepreneurs can use to develop a marketing communication (MARCOM) plan of their own. Readers will come away from The Entrepreneur's Guide to Advertising with an enhanced ability to make research- based judgments about their market and a new savvy about their approach to communications.|