10 Ways to Screw Up an Ad Campaign

by Cohen, Barry H.

• ISBN13: 9781598690828
• ISBN10: 1598690825
• Format: Paperback
• Copyright: 2006-09-01
• Publisher: Adams Media Corp

Summary

10 Ways to Screw Up an Ad Campaign is a practical, no-nonsense guide to avoiding the most common pitfalls. Written for the small business, professional practitioners, and those who work in the advertising field, this book is chock-full of real life examples, provides readers with a guide to avoiding the most frequently made mistakes in advertising. It covers everything from how to select and work with advertising counselors to evaluating which media to use, and when, to how you can “out advertise” the competition—even if you can’t outspend them. In addition to strategies for your creative and media campaigns, 10 Ways to Screw Up an Ad Campaign addresses the most critical item of all—how to effectively measure the success of your advertising.

Author Biography

An Adams Media author.

Table of Contents

Introduction	vii
Part 1: The 10 Ways...	1	(118)
chapter 1 Hire Your Brother-in-Law as Marketing Director...Or Your Spouse	2	(9)
chapter 2 Hire the Biggest Ad Agency in Town...When You're the Smallest Advertiser in Town	11	(10)
chapter 3 Do What You've Always Done...and You'll Get What You've Always Gotten—And No More	21	(9)
chapter 4 Handle Everything Yourself...and You'll Be Out of Business	30	(11)
chapter 5 Anything's Better Than Nothing, in Advertising...Not	41	(17)
chapter 6 I Don't...So Nobody Does	58	(10)
chapter 7 I Tried It Once and It Didn't Work...I'll Never Do That Again	68	(9)
chapter 8 Why Bother? I Can't Outspend My Competition, Anyway	77	(16)
chapter 9 Who Needs it? I'm the Leader...Hands Down	93	(9)
chapter 10 I'm Doing Just Fine...I Don't Need to Advertise	102	(17)
Part 2: More Ways to Screw Up an Ad Campaign	119	(128)
chapter 11 Does Your Advertising Measure Up...or Does Your Measurement Measure Up?	120	(12)
chapter 12 The Harvest: Ads That Rang Phones, Doorbells, and Cash Registers	132	(21)
chapter 13 Demystifying Media	153	(30)
chapter 14 Think You Can't Afford Advertising? Try These Budget Stretchers!	183	(15)
chapter 15 Promotion: How to Create Larger-Than-Life Advertising	198	(27)
chapter 16 Do's, Don'ts, Can'ts, Won'ts: Sobering Truths about Advertising Law	225	(22)
Afterword	247	(2)
Appendix A: Recommended Reading	249	(1)
Appendix B: 10 Ways to Screw Up an Ad Campaign Glossary	250	(9)
Index	259