Here is a book for the small company wanting more for its advertising dollar. It explains, step by step, what advertising is, how it works, and what will work best for your small business. Worksheets allow you to analyze your company's position in the marketplace and to develop an effective campaign that builds on your company's attributes and reaches your target audience.
This is an expanded and updated edition of The Advertising Handbook, written in response to feedback the author has received at seminars. This edition emphasizes marketing and positioning and how-to take advantage of new media opportunities.