The Entrepreneur's Guide to Advertising

James R. Ogden, Scott Rarick

• Publisher: Praeger
• Year: 2009
• Print ISBN: 9780313365829
• eBook ISBN: 9780313365836
• Edition: 1
• Topic: Business
• Subtopic: Advertising
• Index: Business

Two experts show entrepreneurs how to execute advertising campaigns and maintain a unified message when advertising and communicating with customers. 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.

Table of contents

• Cover
• Contents
• Acknowledgments
• Introduction
• 1. What Is Advertising, and How Does It Fit into the Marketing Plan?
• 2. Outside Suppliers and Other Sources of Help
• 3. Brand Development
• 4. Developing Your Advertising Plan
• 5. Media Basics
• 6. Choosing and Executing Your Media Plan
• 7. Crafting Your Message
• 8. Integrating Other Marketing Communications Components into Your Executions
• 9. Putting the Plan Together and Measuring Its Effectiveness
• 10. The Future for Entrepreneurial Advertising
• Index