[...]... corporation, or organization that must do its own advertising and promotion Persons newly appointed or promoted to positions in advertising, promotion, marketing, or marketing services with little or no experience in those fields Managers with supervisory responsibility for advertising and promotion Adult education and in-house training directors who find traditional textbooks unsatisfactory for their... profession, advertising has its own language, and certain “ordinary” words can prove confusing to the uninitiated (“Light” for “short” in advertising copy was my first such experience.) ADVERTISING AND PROMOTION Because advertising and promotion are often used interchangeably, even by professionals, some definitions may be helpful In ordinary use, promotion is everything that is done to help... Creativity 253 Management Commitment 253 What Media Creativity Is All About 253 The Critical Site and Sound Check 254 Openness to Criticism 254 Amateur versus Professional Talent 255 On-Location Shooting 255 Endless Shooting 255 The Art and Craft of Editing for Media 256 Time Code 256 Voice and Teleprompters 256 xxvii xxviii Contents Sound Editing 257 Easier Visual Editing 257 Final Editing 257 The Art and. ..Acknowledgments I COULDN’T HAVE DONE IT WITHOUT This book would not be nearly as valuable to the reader if individual chapters had not been read, critiqued, and updated by the experts and their organizaitons cited throughout It also would not be as valuable without the help of the following who deserve my acknowledgment and the readers’ thanks Here and There Mindy Weissler, Advertising Checking Bureau... blueprint for the do- it- yourselfer, amateur or professional, or as a checklist for managers and supervisors It is not a complete course in advertising Each chapter covers a specific type of activity or project and is complete in itself It focuses on just those things you must know and do to accomplish that specific objective—produce an ad, prepare a catalog, supervise a television commercial, and so on Ordinary... pencil and keep score as we review 16 of your brand’s vital assets Use additional copies of the Scorecard (Figure 1.1), if you want someone else to go through this for the sake of comparison (And you do. ) YOUR BRAND’S VITAL ASSETS 1 Brand Name A brand’s most valuable asset can be the name itself For one thing, a name can have inherent selling power when the word(s) stand for something that showcases and. .. Catalog Checklist 135 Chapter 7 Out-of-Home Advertising and Promotion 139 Traditional Outdoor Media 140 Place-Based Media 140 Event Marketing 140 Planning and Buying Traditional Outdoor Media 140 The Yellow Pages, SRDS, and Your Sanity 140 Constructing Your Own 141 Zoning Restrictions 141 Billboard Outdoor Displays 141 How to Get the Billboard You Want 142 Billboards and Their Cost 142 Production Costs 143... Basic Internet Advertising Checklist 220 E-mail Things to Do 220 Internet Things to Do 222 Chapter 12 Publicity and Public Relations About PR on the Internet 224 Publicity and Public Relations 224 223 CONTENTS How They Differ and Why It Matters 224 Your Relationship with the Press 225 An Opportunity 225 Be a Pro! 225 Deciding Who’s in Charge 225 The Need for Agreed-On PR Procedures 226 Is It Really a... use on standard 81/2Љ ϫ 11Љ paper, copy them at 135 percent of their printed size Contents Preface vii Acknowledgments xi Introduction xiii Table of Checklists and Key Charts Chapter 1 xxxi Branding and Your Brand Asset Assessment 1 Traditional Brand Analysis 2 Come, Let Us Assess Together 2 Your Brand’s Vital Assets 2 1 Brand Name 2 2 Packaging 4 3 Reach and Frequency 4 4 Ad Content 5 5 Promotion. .. Activities 117 First General Meeting 117 Physical Production of the Catalog 120 Assignment and Scheduling 120 Writing Copy 121 Design and Layout 123 Art and Photography 125 Typesetting and Desktop Publishing 128 Disk or New Art, Film Separation, and Proofing 114 130 CONTENTS Printing and Binding 131 Distribution and Mailing 133 It Isn’t Over Until 134 Postproduction Activities 134 Recordkeeping and .