Great ad! : low-cost do-it-yourself advertising for your small business / Carol Wilkie Wallace.

Includes index.

Making your business advertisable -- Setting your advertising objectives -- Using advertising to help solve problems -- Finding and knowing your best customers -- Knowing what makes the customer tick : demographics and psychographics -- Finding out what the public thinks about you : designing a survey -- The mass media and their characteristics -- Buying magazines, directories, direct mail, outdoor and transit advertising -- Using nontraditional forms of media -- Planning a media schedule -- Finding the right advertising message -- Keeping your ads consistent : the campaign concept -- Creating a look for your print ads -- How to write effective print ads -- How to write effective radio and TV ads -- Publicity : how to earn it and how to get it -- Advertising and the law -- Appendices: Sample demographic profile : the restoration shop. Sample research. Chapter 10 sample budget breakdown for with compliments. Examples of selling points turned into benefits. Sample scripts. Sample public relations plan : Fanning's dance studio.