| Authors and Corporations: | |
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| published: | Avon : Adams Media Corporation, 2006. ©2006. |
| Media Type: | Book, E-Book |
| Physical Description: | 1 online resource (226 pages) |
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| ISBN: |
9781507209301
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| Edition: | 1st ed. |
| Language: | English |
| Subjects: | |
| Print version:: | Cohen, Barry H., 10 Ways to Screw up an Ad Campaign, Avon : Adams Media Corporation,c2006 |
| Collection: | E-Books adlr |
| Intro Dedication Introduction Part 1: The 10 Ways . . . Chapter 1: Hire Your Brother-in-Law as Marketing Director . . . Or Your Spouse Chapter 2: Hire the Biggest Ad Agency in Town . . . When You're the Smallest Advertiser in Town Chapter 3: Do What You've Always Done . . . and You'll Get What You've Always Gotten-And No More Chapter 4: Handle Everything Yourself . . . and You'll Be Out of Business Chapter 5: Anything's Better Than Nothing, in Advertising . . . Not Chapter 6: I Don't . . . So Nobody Does Chapter 7: I Tried It Once and It Didn't Work . . . I'll Never Do That Again Chapter 8: Why Bother? I Can't Outspend My Competition, Anyway Chapter 9: Who Needs it? I'm the Leader . . . Hands Down Chapter 10: I'm Doing Just Fine . . . I Don't Need to Advertise Part 2: More Ways to Screw Up an Ad Campaign Chapter 11: Does Your Advertising Measure Up . . . or Does Your Measurement Measure Up? Chapter 12: The Harvest: Ads That Rang Phones, Doorbells, and Cash Registers Chapter 13: Demystifying Media Chapter 14: Think You Can't Afford Advertising? Try These Budget Stretchers! Chapter 15: Promotion: How to Create Larger-Than-Life Advertising Chapter 16: Do's, Don'ts, Can'ts, Won'ts: Sobering Truths about Advertising Law Afterword Appendix A: Recommended Reading Appendix B: 10 Ways to Screw Up an Ad Campaign Glossary Acknowledgments About the Author Index Copyright. |