For small businesses, effective advertising can mean the difference between fortune and failure. But if you’re going to throw your money into advertising willy-nilly you might as well just throw it away. And if your business can’t afford a big advertising firm you may have to write your own advertising copy. But could you? Don’t worry, because with Advertising For Dummies, you will! If you need help figuring out which advertising media offers you the most exposure or determining how much you can realistically spend on your advertising budget, then look no further. If you want shortcuts, insights, techniques, and money-saving facts that will get you the most bang for your advertising buck, then this is the book for you. It’s a guide to advertising for the rest of us — people for whom an advertising budget represents an important percentage of gross income and, therefore, must be spent very wisely. Inside you’ll find out how to: Devise a realistic advertising budget Define and position your message Create TV, radio, billboard, and Internet advertising Use “ad-speak” effectively This helpful guide covers every media, from Internet advertising to TV and radio to billboards or newspapers. You’ll master the fundamentals of advertising, learn to generate fresh ideas, and write great ads. You’ll write great press releases and discover the secret to saving money through co-op ads. And there’s more: When and how to hire an ad agency Why people choose one product over another Creating brochures and direct mail pieces Designing an effective, inviting Web site Sticking to a budget The difference between PR and publicity Ten secrets to writing memorable ads Sometimes if you want something done right you have to do it yourself. Advertising For Dummies presents the tips and tricks that advertising professionals use every day to get their message across. Now, you can use those same strategies and tactics to get the word out about your small business — and watch the money roll in!