Part I: Advertising 101.

Chapter 1: Advertising: Mastering the Art of Promotion.

Chapter 2: Setting and Working within Your Advertising Budget.

Chapter 3: Boosting Your Budget with Co-Op Programs.

Chapter 4: Defining and Positioning Your Message.

Chapter 5: Forming an Effective Ad Campaign.

Part II: Creating Great Ads for Every Medium.

Chapter 6: Online Advertising: Maximizing the Enormous Reach of the Internet.

Chapter 7: Using Print Ads: Small Spaces with Big Audiences.

Chapter 8: Radio: Effective, Affordable, and Fun.

Chapter 9: Demystifying TV Commercials: They Don’t Have to Win Awards to Be Effective.

Chapter 10: Collateral Advertising and Direct Mail: Brochures, Flyers, Newsletters, and More.

Chapter 11: Opting for Outdoor Ads: Billboards, Posters, Ads on Buses, and Other Signage.

Part III: Buying the Different Media.

Chapter 12: Investing in Internet Advertising.

Chapter 13: Buying Ad Space in Print Media.

Chapter 14: Purchasing Ad Time on the Radio.

Chapter 15: Getting Your Ads on Television.

Chapter 16: Deciding Whether to Hire an Ad Agency.

Part IV: Beyond the Basics: Creating Buzz and Using Publicity.

Chapter 17: Creating Buzz and Word-of-Mouth Advertising.

Chapter 18: Leveraging Your Advertising with Public Relations, Publicity, Specialty Items, and Events.

Part V: The Part of Tens.

Chapter 19: Ten Secrets for Writing Memorable Advertising.

Chapter 20: (Almost) Ten Ways to Know It’s Time to Hire an Agency.

Glossary.

Index.