Persuasive Advertising for Entrepreneurs and Small Business Owners: How to Create More Effective Sales Messages

by Winston; William

• ISBN13: 9781560243663
• ISBN10: 156024366X
• Format: Hardcover
• Copyright: 1994-07-29
• Publisher: Routledge

Summary

Here is the perfect book for entrepreneurs and small business owners who want to know how to create effective advertising on an affordable budget. Persuasive Advertising for Entrepreneurs and Small Business Owners shows you how to plan and execute money-making advertisements and commercials--on a workable budget. Jay Granat, an experienced marketing professional and ad man, provides you with a practical understanding of advertising principles, media selection, copywriting, consumer behavior, and persuasive advertising methods in promotional efforts. These principles have important implications when implemented strategically, and Jay Granat shows you how to utilize them and stay within your means. Successful cases from across the media--television, print, direct mail, radio, transit, and public relations, representing construction, law, medicine, publishing, retail businesses, restaurants, and others--highlight various prosperous approaches to persuasive advertising.

Table of Contents

Introduction	p. 1
"The Medium Is the Message" - Even for a Five-Year-Old	p. 7
Entrepreneurial Advertising: Some Business Basics and a Lot of Common Sense	p. 13
Persuading Customers	p. 29
Words That Win Customers: A Short Course in Copywriting	p. 53
Testing: A Scientific Approach to Advertising	p. 87
The Adventures of a Mail Order Entrepreneur: Direct Response Advertising	p. 95
"Let Your Fingers Do the Walking": Yellow Pages Advertising	p. 113
Brochures That Bring in Big Bucks	p. 123
How to Create Great Television Campaigns on a Small Budget	p. 131
Radio: Sounds That Sell	p. 145
Where and When Should You Run Your Message?	p. 153
Publicity, Public Relations, and Advertising: A Powerful Combination	p. 165
What Entrepreneurs Really Need to Know About Advertising	p. 173
References	p. 189
Index	p. 191
Table of Contents provided by Blackwell. All Rights Reserved.