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Guerrilla Advertising »
Authors: Jay Conrad Levinson President, Charles Rubin
ISBN-13: 9780395687185, ISBN-10: 0395687187
Format: Paperback
Publisher: Houghton Mifflin Harcourt
Date Published: June 1994
Edition: (Non-applicable)
Author Biography: Jay Conrad Levinson President
Jay Conrad Levinson is the author of more than a dozen books in the Guerrilla Marketing series. A former vice president and creative director at J. Walter Thompson Advertising and Leo Burnett Advertising, he is the chairman of Guerrilla Marketing International, a consulting firm serving large and small businesses worldwide.
Book Synopsis
In detailed chapters that cover everything from developing an advertising strategy to designing effective ads and copy, Levinson delivers no-nonsense advice on how to maximize advertising effectiveness. Guerrilla Advertising tells readers how to focus their audience, stay within budgets, polish layout and copy, and adapt tactics to appropriate media.
Table of Contents
| I | Focusing on Your Goals | 1 |
| II | The Fountain of Creativity | 45 |
| III | Maximum Profits from Advertising and Promotions | 85 |
| IV | Guerilla Intelligences from the Front Lines | 127 |
| V | Headlines, Copy, and Graphics | 163 |
| VI | Adapting Your Tactics to Your Media | 191 |
| VII | The Guerilla Advertising Attitude | 237 |
| Epilogue: The Guerrilla's Advantage | 269 | |
| Glossary | 277 |
Subjects
Business Books
Management & Leadership Small Business Management
Business Books Marketing & Sales Advertisting
Business Books Small Business Small Business Management
Management & Leadership Small Business ManagementBusiness Books
Marketing & Sales AdvertistingBusiness Books
Small Business Small Business Management