Streetwise Do-It-yourse lf Advertising

    Never before has it been easier for small business managers to create their own advertising!Streetwise Do-It-yourse lf Advertising helps you to develop marketing plans,choose promotions,create direct mail pieces,and produce great ads that will get result!You'll get the competitive advantage of putting today's hottest marketing techniques to work for your business-without the cost of hiring an ad agency!

作者简介
Sarah White,consults on marketing and advertising from her home base in Madison ,Wisconsin,For twelve years she directed her own marketing communication firm,serving clients in manufacturing,distribution,retail,education,govenment,and professional services.She has earned numerous awards and honors for her creativity in advertising and service to the community.Visit www.White Sarah.com to learn more ablut Ms.White's work.
John Woods is president of CWL Publishing Enterprise,a book development firm.He has over twenty-five years of experience in book publishing.A professional business writer and editor,Woods works with authors and publishers to create books on a variety of business subjects.He is editor of The Quality Yearbook.

Preface
Acknowledgments
CHAPTER 1 Before You Advertise:Determine Your Mrketing Objectives
Focusing Your Marketing Efforts:The Business Review
The Four Aspects of Value
Where You Are:The Marketplace
SWTO Analysis-Strengths,Weaknesses,Opportunities,Threats
Summary:The Business Review
The Four P's :Your Marketing Mix—Product,Place,Pricing,Promotion
Market Research:Pricing,Promotion
Market Research:What It Is,When to Do It Youself
Developing a Functional Marketing Plan
CHAPTER 2 Positioning:The Heart of Creative Promotions
Positioning:The Art of Finding Your Unique Selling Proposition
The USP Unique Selling Proposition
Choosing Your Positioning Strategy
Choosing The Right Position for Your Business
Review the Components of Positioning
The Big Picture;Putting your Positioning to Use
Beyond Positioning-to the Advertising Strategy
CHAPTER 3 Promotion:Do They Have a Place in Your Plan?
CHAPTER 4 Writing a Media Plan
CHAPTER 5 The Creative Approach:Taking Aim at Great Advertising
CHAPTER 6 How to Create Print Ads that Sell
CHAPTER 7 All about Radio Advertising
CHAPTER 8 Direct Mail Advertising:Generating Leads,Winning Responses
CHAPTER 9 Your Corporate Image:Keeping that “Tegether”Look
CHAPTER 10 Do you need help with you Advertising?
How to Hire and Work with Specialists
CHAPTER 11 Summary:What You Ought to Do Is…
CHAPTER