The Entrepreneur's Guide to Advertising

Front Cover

Geared to the fast-changing media world of the 21st century, The Entrepreneur's Guide to Advertising was written to offer both basic advertising concepts and advanced, state-of-the-art information about the new advertising environment. In its pages, two expert authors walk the entrepreneur through each and every stage necessary to create an integrated and synergistic advertising and marketing communications program.

This guide covers all of the many facets of advertising, as well as the variables that make up the Integrated Marketing Communication (IMC) mix. Most notably, the book provides a framework entrepreneurs can use to develop a marketing communication (MARCOM) plan of their own. Readers will come away from The Entrepreneur's Guide to Advertising with an enhanced ability to make research-based judgments about their market and a new savvy about their approach to communications.

 

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Contents

1 What Is Advertising and How Does It Fit into the Marketing Plan?
1
2 Outside Suppliers and Other Sources of Help
9
3 Brand Development
21
4 Developing Your Advertising Plan
27
5 Media Basics
43
6 Choosing and Executing Your Media Plan
55
7 Crafting Your Message
73
8 Integrating Other Marketing Communications Components into Your Executions
89
9 Putting the Plan Together and Measuring Its Effectiveness
99
10 The Future for Entrepreneurial Advertising
111
Index
119
Copyright

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About the author (2010)

Dr. J.R. (Doc) Ogden, PhD, is professor of marketing at Kutztown University, Kutztown, PA.

Scott Rarick is a successful advertising executive currently serving as director of media and director of account services for The Stevenson Group.

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