How to create Madison Avenue advertising on a Main Street budget Do-It-Yourself Advertising tells you how to create high-impact advertising on a limited budget. It offers practical, tested techniques and hard-earned insights into every major form of advertising, from newspaper and magazine ads, flyers, and brochures to direct mail, radio, catalogs, and publicity. This new edition has also been revised and expanded to include advertising over the Internet and new desktop publishing techniques. FRED E. HAHN (Evanston, Illinois) is the founder of Hahn, Crane, & Associates, an Evanston-based agency whose clients have included divisions of CBS, Westinghouse, and theThe New York Times. KENNETH G. MANGUN (Chicago, Illinois) is the founder of Mangun Marketing.
Table of Contents
Newspaper and Magazine Advertising.; Selecting Print Media.; Flyers, Brochures, Bulletins, and Invitations.; Direct Mail and Database Direct Marketing.; Catalogs: A Project for Creative Nitpickers.; Out--of--Home Advertising and Promotion.; Telemarketing.; Broadcast Fax.; Advertising on the Web.; Publicity and Public Relations.; TV, Radio, Video, and CD Creative and Production.; Sales and Marketing Presentations.; Conventions, Trade Shows, Consumer Shows, and Meetings.; Moving a Project from Camera--Ready Art Through Film, Printing, and Distribution.; Finding the Right Advertising Agency and Other Promotional Resources.; Index.