Do-It-Yourself Advertising and Promotion

357 Pages·2004·4.32 MB·English

by  Fred E. Hahn

DO-IT-YOURSELF ADVERTISING
AND PROMOTION

DO-IT-YOURSELF
ADVERTISING
AND PROMOTION
How to Produce Great Ads,
Brochures, Catalogs, Direct Mail,
Web Sites, and More!
Third Edition
Fred E. Hahn
With Tom Davis, Bob Killian, and Ken Magill
JOHN WILEY & SONS, INC.
This book is printed on acid-free paper.
Copyright © 2003 by Fred E. Hahn. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.
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Library of Congress Cataloging-in-Publication Data:
Hahn, Fred E., 1925–
Do-it-yourself advertising and promotion : how to produce great ads, brochures,
catalogs, direct mail, web sites, and more! / Fred E. Hahn; with Tom Davis, Bob
Killian, and Ken Magill.—3rd edition.
p. cm.
Includes bibliographical references and index.
ISBN 0-471-27350-3 (pbk. : alk. paper)
1. Advertising—Handbooks, manual, etc. I. Davis, Tom II. Title.
HF5823.H187 2003
659.1—dc21 2002192267
Printed in the United States of America.
10 9 8 7 6 5 4 3 2 1
Dedicated with love,
to my wife, Alice J.,
without whom there could not have
been the athletically gifted brilliant*
Frederick M., Ph.D., and Lisa C., MS, LLD.
*Despite what A.J. says, half their astonishing good looks do too come from me!
If it’s a bright idea, that’s good.
If it’s well executed, that’s good too.
But if it’s a persuasive execution of
a terrific idea . . . that’s advertising
—BOBKILLIAN
Preface
THREE NEW CHAPTERS: THREE NEW AUTHORS!
So much has changed in advertising in the past five years since the second edition
of this book, that almost every chapter needed—and received—major revisions
and updating. Not only have advertisers changed what they do, but even when
they do the same thing, often it’s called something else. Even more important
there are now new chapters on subjects not covered before: branding and Yellow
Pages advertising plus a totally new approach to basic Internet advertising. Here’s
a quick overview of these new additions:
Branding, by Bob Killian
Branding tells the world who you are, but before you can launch an effective
branding campaign, you have to know how the world actually sees you. That’s
why we begin this new edition with Bob’s do-it-yourself, self-grading Branding
Report Card.
Bob Killian, CEO of the Chicago integrated marketing agency that bears his
name, is an author, lecturer, creative director, graphic designer, and marketing and
branding consultant. His white papers on branding, which explore this methodol-
ogy in detail, have become popular course material in a number of graduate
schools of business. Over his career, Bob has provided branding, company and
product naming, advertising, and marketing counsel to companies in almost every
category, from startups to AT&T and McDonald’s, from barbecue grills to bour-
bon, financial services to frozen foods, software to bulldozers. In addition to our
new Chapter 1, you’ll find him online at www.killianadvertising.com.
Successful Yellow Pages Advertising, by Tom Davis
Tom’s contribution is our new Chapter 8. Yellow Pages advertising is the most
overlooked and frequently most cost-effective way for the smaller business to make
themselves known. As Tom shows, businesses of all sizes can use Yellow Pages and
advertising to boost their visibility.
Nationally recognized as “Mr. Yellow Pages,” Tom has over 30 years’ experi-
ence in the Yellow Pages industry. As president of Better Business Builders of
Maitland, Florida, he brings the former Yellow Pages seller’s expertise to buyers
through consultant services and workshops for buyers of Yellow Pages advertising.
vii
viii Preface
Since retiring from the Reuben H. Donnelley, his consulting clients have included
the Disney Corporation, franchises such as Purofirst International, and Truly
Nolan Pest Control, and major names in the telecommunication industry, such as
BellSouth. You can reach Tom at [phone] or e-mail [email protected].
Basic Internet Advertising:
It Doesn’t Have to Start on the Internet, by Ken Magill
Ken is founding editor since March 1999 of IMarketing News, and Internet mar-
keting editor of DM News, the direct marketing industry’s No. 1 newspaper for 20
years. A frequent business group speaker, he is broadly experienced in direct mar-
keting and its Internet applications. Magill began writing full-time about Inter-
net marketing in January, 1997. In addition to our new chapter 11, you can read
his articles in the magazine and online at www.dmnews.com.
MAJOR REVISIONS AND ADDITIONS
Every chapter or subject section that contains major revision or review for up-to-
date accuracy begins with a boxed heading like this. It names the reviewer, his or
her company, and a bit about their expertise. Chapters without such a headline are
the full responsibility of the author, Fred Hahn. E-mail him at adwizfred@
aol.com.
Some Major Revisions
Major revisions include:
• The transformation from telemarketing to teleservicing for even greater
profits.
• How audiovisuals from commercials to films have been transformed by
“media” revolution in technology and techniques. What you can do now
and what you shouldn’t even try.
• How to take advantage of new computerized creative and production for
preprint and the latest in printing technology and what’s coming
tomorrow ... maybe later today.
• The ever-more confusing problems, and solutions, of mass mail with lots
of ways to make it still affordable.
• Everychapter has been updated and revised as needed.
• Lots more web site, e-mail, and telephone numbers are given through-
out. I’ve checked each before going to press, but of course these are sub-
ject to change.
• New—and even better—Insights, Applications, Case Histories, Charts
and illustrations.
PREFACE ix
Lots more
Every aspect of this new edition is better, stronger, and more valuable to your
advertising and promotional needs. That’s why I want to use this preface and the
acknowledgments that follow to give everyone the credit and thanks their contri-
butions deserve. If anyone has been left out, pleaseforgive.
Fred E. Hahn
February 2003