Tham khảo tài liệu 'the top small business books for dummies_5', kinh tế - quản lý, kinh tế học phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Part III Creating and Placing Ads The 5th Wave By Rich Tennam ffOkatj so THatịbe -the Internet wasn t tke best place to advertise a product that helped computer illiterate people. In this part. yffyhen it comes to advertising the money can really fly. Part III puts you in the pilot s seat arming you with advertising terminology ad creation guidelines and media selection advice that will help you steer your advertising investment to a successful takeoff. Consider the next three chapters to be your guide to navigating the world of advertising complete with everything you need to know to create and place ads that work in print broadcast and outdoor media. Chapter 10 Mastering Advertising Basics and Media Planning Jn This Chapter Using advertising to move the market to action Choosing the best media for your business Creating ad schedules dvertising is the stand-in mouthpiece for your business in the marketplace. It goes where you can t carrying your message into the homes offices televisions computers mailboxes and car radios of your prospects and customers. When it is successful when it is creative entertaining understandable and compelling advertising goes even farther. Great advertising goes right into the minds and hearts of customers which is where brands live and thrive. Contrary to popular belief though great advertising rarely makes the sale for your business. Advertising paves the way but the sale happens later after your prospect is motivated by your ad to call or visit your business request more information or buy your product. This chapter offers the information you need to set reasonable expectations for your advertising and to make wise media selections and placements. The field of advertising is baffling and complex but the following pages should make it feel a whole lot less foreign. Moving the Market through Advertising Ask any small-business person what advertising is and you ll probably hear the word expensive somewhere in the answer. That s because
