MARC Record from marc_nuls

LEADER: 07019cam 2200361 a 4500
001 9922662510001661
005 20150423144755.0
008 021213s2003 njua bf 001 0 eng
010 $a 2002192267
020 $a0471273503 (pbk. : alk. paper)
035 $a(CSdNU)u162238-01national_inst
035 $a(Sirsi) l2002192267
035 $a(Sirsi) l2002192267
040 $aDLC$cDLC$dOrPss
042 $apcc
049 $aCNUM
050 00 $aHF5823$b.H187 2003
082 00 $a659.1$221
100 1 $aHahn, Fred E.,$d1925-
245 10 $aDo-it-yourself advertising and promotion :$bhow to produce great ads, brochures, catalogs, direct mail, web sites, and more! / Fred E. Hahn ; with Tom Davis, Bob Killian, and Ken Magill.
246 14 $aDo-it-yourself advertising & promotion
250 $a3rd ed.
260 $aHoboken, N.J. :$bJ. Wiley,$cc2003.
300 $axxxi, 324 p. :$bill. ;$c26 cm.
500 $a"Updated information on branding, advertising on the Internet, and in yellow pages"--Cover.
504 $aIncludes bibliographical references and index.
505 0 $aBranding and Your Brand Asset Assessment -- Traditional Brand Analysis -- Your Brand's Vital Assets -- What's Your Total Score? -- Newspaper and Magazine Advertising -- Why You Advertise -- How Much to Pay for Advertising -- But Mice Don't Buy Mousetraps: How to Find the Audience You Need -- Designing the Ad -- Writing the Ad: The Importance of Benefits -- Things to Remember in Brainstorming, Whether You Do It by Yourself or in a Group -- Writing the Ad: Where to Start -- Writing the Body of the Ad -- One Final Check Before Typesetting -- Production: From Manuscript and Layout to Finished Ad -- About Testing -- When to Change an Ad -- Cooperative Advertising -- Notes on the Newspaper/Magazine Advertising Checklist -- Selecting Print Media -- Who Reads Newspapers -- Who Reads Magazines -- How to Pick Print Media for Advertising -- If You Don't Know Where to Advertise -- How to Research a Subject -- Flyers, Brochures, Bulletins, and Invitations -- Flyers and Brochures: How They Differ -- A Brief Manual of Procedures -- Deciding on a Purpose -- Establishing a Time Frame and Time Lines -- Establishing a Budget -- Creating the Promotion: An Outline -- A Basic Design Concept -- Writing the Manuscript: The Importance of Features and Benefits -- Layout and Design -- Type, Typography, Typesetting, and Desktop Publishing -- Notes on the Flyer/Brochure Checklist -- Bulletins, Invitations, and Invitational Bulletins -- Invitations -- Notes on the Invitation/Invitational Bulletin Checklist -- Direct Mail and Database Direct Marketing -- Direct Marketing Methods -- Direct Mail -- What You Need to Know about Direct Marketing Law -- To Create or Supervise: When to Do Each -- Mailing Lists -- The Absolute Necessity for Testing -- Creating Your Own Mailings: The Letter -- Envelopes and Teasers -- Self-Mailers and Reply Cards -- The Mailing Cost/Testing and Budgeting Formula -- Notes on the Direct Mail Creative Checklist -- Mail Order, Direct Marketing, and Database Direct Marketing -- Catalogs: A Project for Creative Nitpickers -- Deciding on Goals and Constraints -- A System for Internal Approvals -- Producing Your Catalog -- Physical Production of the Catalog -- It Isn't Over Until -- Notes on the Catalog Checklist -- Out-of-Home Advertising and Promotion -- Traditional Outdoor Media -- Place-Based Media -- Event Marketing -- Planning and Buying Traditional Outdoor Media -- Billboard Outdoor Displays -- Transit and Bus Displays -- Other Travel-Related Displays -- Aerial/Inflatable Advertising -- Airport Advertising -- In-Flight Advertising -- Shopping Mall and Food Court Advertising -- Sports/Fitness/Leisure Facility Advertising -- High School and College Advertising -- Movie, Concert, and Theater Advertising -- Have You Thought About ... -- Notes on the Out-of-Home Checklist -- Successful Yellow Pages Advertising -- Economics of Yellow Pages Advertising -- Yellow Pages as a "Mirror of a Market" -- Return on Investment -- The Occupancy Theory -- The Decision-Making Process -- How to Prove that More Yellow Pages Advertising Pays -- Layout and Design -- Tracking Your Yellow Pages ROI -- Multiple Directories in a Market -- Buying at a Discount -- Three Steps to Yellow Pages Success -- Notes on Yellow Pages Advertising Checklist -- From Telemarketing to Teleservicing -- Scope of Teleservices -- Technical and Practical Factors -- What Teleservicers Do -- Types of Teleservicing -- Finding the Help You Need for In-House Operations -- Finding the Help You Need for Outsourcing -- Notes on the Teleservices Checklist -- Fax and Broadcast Fax -- Three New Media -- When to Broadcast Your Fax -- Finding Broadcast Fax Firms -- Building Your Database -- Personalizing Broadcast Fax -- Notes on the Broadcast Fax Checklist -- Basic Internet Advertising: It Doesn't Have to Start on the Internet -- What You Will Find in Chapter 11 -- Getting Your Site Known -- E-Mail Summary -- Moving onto the World Wide Web -- Technology and Marketing Response -- Notes on the Basic Internet Advertising Checklist -- Publicity and Public Relations -- About PR on the Internet -- Publicity and Public Relations -- The Need for Agreed-On PR Procedures -- How to Maximize Good News -- The Media Release or News Advisory -- Media Kits -- How to Gain Local Coverage -- Three Ways to Get National Coverage -- Getting More PR from Your Publicity -- When Not to Do It Yourself -- Yes, You Can Do Your Own PR ... Sometimes -- Notes on the Publicity/Public Relations Checklist -- Media Creativity and Production: Video, CD, TV, Radio, and Web Site -- Finding a Media "Partner" -- The Client and Media Creativity -- On-Location Shooting -- The Art and Craft of Editing for Media -- The Art and Craft of Duplication -- Notes on the Media Creative and Production Checklist -- Conventions, Trade Shows, Consumer Shows, and Meetings -- How They Differ and Why It Matters -- Why You Care -- Trade Show Marketing -- Is It Worthwhile Attending? -- Why You and They Are There -- How to Focus Your Efforts and Their Attention -- The Billboard Approach to Success at Exhibiting -- Target Your Prospects for Personal Attention -- Your Exhibit Space -- Your Display -- The Throw-Away Display -- Ordering a New Display -- Notes on the New Display Construction Checklist -- Notes on the Conventions/Trade Shows/Meetings Checklist -- Moving Your Project from Disk or Art through Film and Printing -- Film Separation and Proofing -- Notes on the File/Film Preparation Checklist -- Notes on the Printing/Bindery Checklist -- Distribution: On Working with Your DMPC (Direct Mail Production Company) -- Notes on the DMPC/Lettershop Checklist.
650 0 $aAdvertising$vHandbooks, manuals, etc.
700 1 $aDavis, Tom.
982 $aHF5823$a.H187$a2003
983 $a31786101669585
994 $a92$bCNU
999 $aHF 5823 .H187 2003$wLC$c1$i31786101669585$d11/26/2011$e11/6/2011 $f3/25/2004$g1$lCIRCSTACKS$mNULS$n10$rY$sY$tBOOK$u6/19/2003