The entrepreneur's guide to advertising
By: James R. Ogden and Scott Rarick.
Contributors: Rarick, Scott.
Series: The entrepreneur's guide
Publisher: ABC-CLIO
Published: 2009
Place of publication: Santa Barbara, Calif
Language: eng
ISBN-13: 9780313365829; 9780313365836
Subjects: Advertising -- Management; Marketing -- Management; Entrepreneurship; Small business
Notes: Includes index.
Table of contents: title: What is advertising and how does it fit into the marketing plan?; title: Outside suppliers and other sources of help; title: Brand development; title: Developing your advertising plan; title: Media basics; title: Choosing and executing your media plan; title: Crafting your message; title: Integrating other marketing communications components into your executions; title: Putting the plan together and measuring its effectiveness; title: The future for entrepreneurial advertising.