Do-It-Yourself Advertising and Promotion: How to Produce Great Ads, Brochures, Catalogs, Direct Mail, Web Sites, and More! (Wiley Small Business Edition) [Paperback]

Fred E. Hahn (Author), Kenneth G. Mangun (Author)

Book Description

Publication Date: April 1997 | Series: Wiley Small Business Edition

How to create Madison Avenue advertising on a Main Street budget

Do-It-Yourself Advertising tells you how to create high-impact advertising on a limited budget. It offers practical, tested techniques and hard-earned insights into every major form of advertising, from newspaper and magazine ads, flyers, and brochures to direct mail, radio, catalogs, and publicity. This new edition has also been revised and expanded to include advertising over the Internet and new desktop publishing techniques.

FRED E. HAHN (Evanston, Illinois) is the founder of Hahn, Crane, & Associates, an Evanston-based agency whose clients have included divisions of CBS, Westinghouse, and theThe New York Times. KENNETH G. MANGUN (Chicago, Illinois) is the founder of Mangun Marketing.

Editorial Reviews

From the Publisher

This new edition features four new chapters coverings topics such as how to select print media for your ads, how to create ads in the comfort of your own home, and how to advertise via the broadcast Fax and the internet. The book offers practical, field-tested techniques and insights into every major form of advertising such as newspaper ads, flyers, direct mail brochures, catalogs and audio ads. For the reader's ease, each form of advertising is covered in a single self-contained chapter. Detailed checklists and step-by-step instructions also make producing ads easy for the reader.

From the Back Cover

Find the right medium for your message—and your budget with

Praise for the First Edition

"Mr. Hahn's background in an industry where the creative stretching of promotional budgets is a daily necessity serves well the reader of this book. His advice is both practical and imaginative, and delivered with wit as well as wisdom." —Andrew McNally III, Chairman of the Board, Rand McNally.

Getting the word out about your business has never been easier. The brand new edition of this comprehensive guide gives you complete practical coverage of today's major forms of advertising, including up-to-date information on the latest techniques using the Internet, desktop publishing, broadcast fax technology, and more. Accessible and easy-to-follow, it explains each method step-by-step—with concrete advice on planning, scheduling, budgets, creative issues, and production procedures to help you develop effective:

• Newspaper and magazine ads
• Flyers, brochures, invitations.
• Direct mail campaigns
• Catalogs
• Internet and Web site advertising.
• Telemarketing projects
• Audiovisual materials
• Convention and trade show promotions
• Publicity tools and techniques
• Much more

See all Editorial Reviews

Product Details

• Paperback: 349 pages
• Publisher: Wiley; 2 edition (April 1997)
• Language: English
• ISBN-10: 0471154431
• ISBN-13: 978-0471154433
• Product Dimensions: 10 x 7 x 1 inches
• Shipping Weight: 1.4 pounds
• Average Customer Review: 4.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #2,228,091 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

13 of 13 people found the following review helpful:

4.0 out of 5 stars I Like the Systematic Approach, April 15, 2003

By 

rteder "rteder" (Eden Prairie, MN United States) - See all my reviews

This review is from: Do-It-Yourself Advertising and Promotion: How to Produce Great Ads, Brochures, Catalogs, Direct Mail, Web Sites, and More! (Wiley Small Business Edition) (Paperback)

Like many of us running small businesses, I have no choice but to come up with ads, brochures, press releases, etc. myself. This book gives me a systematic way of doing so, and I credit it with saving me a lot of money in missteps. If you follow the guidelines and checklists carefully, you will probably produce advertising and promotional material that at the very least avoids being amateurish, and will probably sell some products. I like that it concisely gives an overview over each of the areas of advertising and promotion. It explains insider terms without being condescending. Any Gripes? If I could afford the "test" runs of 5000 mailing pieces before I made my "real" mailing of many times that, I wouldn't be reading this book now would I?! But I am probably making excuses for not following their advice on testing advertising, and would be better off if I followed it. The book has been a great help in building my business, and I consult it frequently.

4 of 8 people found the following review helpful:

4.0 out of 5 stars Very good for the novice, June 29, 2001

By 

Karen D. Larry-Moyer "Pages & Print" (Cuyahoga Falls, OH USA) - See all my reviews
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This review is from: Do-It-Yourself Advertising and Promotion: How to Produce Great Ads, Brochures, Catalogs, Direct Mail, Web Sites, and More! (Wiley Small Business Edition) (Paperback)

This book holds your hand every step of the way, The information is well presented and helpful.