Dahl Gary. Advertising for Dummies

Think of Advertising For Dummies, 2nd Edition, as a guidebook to map your way through the back alleys, side streets, and secret pathways leading to effective advertising. Advertising can be a very intimidating subject — it has its own language; it comes in a huge array of media choices; it requires, when done right, creativity, clarity, and solid production values to cut through its own clutter; and it costs a lot of money. But advertising is also essential to the success of your business. Use this travel guide to chart your course down the hidden boulevards of advertising, and you may discover that, indeed, the streets are paved with gold.