The Dynamic Manager's Guide To Advertising: How To Grow Your Business With Ads That Work

Chapter 16 - Case Study: Lehman's Hardware - The Lehman family of Ohio sells butter churns and washboards--via the Inter... Read more

Chapter 13 - Just A Little Reminder - Advertising works more like a directional arrow. It tells the customers where to g... Read more

Chapter 11 - Pay Attention To Attention - Don't be afraid to try unconventional tactics to draw attention. - Chapter 12 ... Read more

Chapter 10 - Case Study: P.C. Richard - Even in tough times, P.C. Richard generally doesn't cut back much on advertising... Read more

Chapter 8 - Effective Advertising Is Local - Like politics, all good advertising is local. - Chapter 9 - Say It Over And... Read more

Chapter 6 - Five Rules For Effective Advertising - You must know what matters to your customer before you can produce ad... Read more

Chapter 4 - Advertising Goals, Part Three: Positioning Your Business - Once the consumer puts an advertiser in a positio... Read more

Chapter 2 - Advertising Goals, Part One: Your Image - The goal isn't to enhance the image--it's ultimately to affect the... Read more

About This Book; Chapter 1 - The Advertising Conundrum - If you stop promoting, your customer base melts away like an ic... Read more