dedicationxiii
forwardxv
introductionxvii
- How and why Sparky’s Clients succeed while others fail; I believe I know the answer.
- My Unique Qualifications
chapter1The Plan1
In This Chapter
- How to Survive in a Down Market
- So Ask Yourself: What Would You Rather Have?
- Four Points to Media Selection
- Selecting the Advertising Medium
- Targeting Your Advertising
- Selecting Your Message
- Scheduling Your Advertising
- The Most Powerful Tool in Advertising: The Human Brain!
- Summing Up
chapter2Determining a Budget15
In This Chapter
- What Part of YOur Budget Should Go for Advertising?
- Prioritizing Your Media Needs
- Getting TV & Radio Proposals
- Running Advertising at the Right Time
- Renegotiate
- Summing Up
chapter3Partnering with Other Businesses & Media23
In This Chapter
- How to Get More Bang for the Buck
- Added Value Promotions
- Partnering with Media
- Building Media Relationships
- Summing Up
chapter4Implementing Your Advertising35
In This Chapter
- Short Term or Long Term Goals
- Flighting Advertising
- Consistent or Branding Advertising
- How to Brand On a Limited Budget
- Using Price Points
- Selecting the Advertising Medium
- Newspaper
- Weekly Newspapers or Shoppers
- Televising Advertising
- Types of Television Advertising
- Radio Advertising
- Other Media
- Yellow Pages
- Direct Mail
- Billboards
- Transit
- Internet
- Media WEbsites
- On-line Streaming
- Specialized Advertising
- Sports
- Stadium Sports Signs
- Media Mix
- Creating Your Message
- Summing Up
chapter5What Is a Promotion?59
In This Chapter
- Hyping or Stimulating Advertising
- Adding More Pizzazz to Client Promotions
- Live Radio Remote Broadcasts
- Summing Up
chapter6Sales Training & Motivation67
In This Chapter
- Sales People Must Make the Sale During Tough Times
- Summing Up
chapter7Different Types of Advertisers71
In This Chapter
- Large Corporate Retailers
- Franchisers
- Local Businesses
- Summing Up
chapter8Understanding Confusing Television & Radio Ratings75
In This Chapter
- Audience Research
- Television Research
- Radio Research
- Hyping Audience Research
- Summing Up
chapter9The Basics of Broadcast Advertising85
In This Chapter
- Television Advertising
- Comparing Television Stations
- Advertising on Radio
- Media Mix
- Summing Up
chapter10Creating Commercials93
In This Chapter
- Television Commercials
- Radio Commercials
- Musical Logos
- Summing Up
chapter11Selecting Target Audience Radio Stations99
In This Chapter
- Understanding Radio Formats
- News & Talk Radio
- Country Radio Stations
- Easy Listening Stations
- Classic Rock Stations
- Sports Stations
- Rock Stations
- Contemporary Hit Radio – CHR
- Album Adult Alternative Radio
- Smooth Jazz
- Christian Radio Stations
- All Music Radio Stations
- Mixing Radio Stations Formats
- Summing Up
chapter12Budgeting & Analyzing Results111
In This Chapter
- How Much to Spend on Advertising
- How to Measure Results
- Summing Up
chapter13Keeping the Client Informed115
In This Chapter
- Fantastic Indoor SwapMeet
- Rich’s
- Summing Up
chapter14I Practice What I Preach129
In This Chapter
- Promotions that Produce Immediately
- Custom Vehicle Shows
- Auto Races
- Summing Up
chapter15Sharing the Glory135
In This Chapter
- Team Effort
- Reward The Participants and Partners
- Summing Up
chapter16Don’t Rest on Your Successes141
In This Chapter
- What Have Youd Done for Me Lately
- Success Breeds More Success
- Summing Up
summary145
glossary147
tell us what you think153
about the authorSparky Taft155
direct order form179