THIS IS THE CANADIAN EDITION

New technologies, the Internet, the digital world, social media, Netflix, Spotify, mobile technologies and artificial intelligence are turning the entire advertising model topsy-turvy.

Naturally, the role of media and advertising is evolving along with these trends. In the midst of such change, this book explains how to get the best returns on your media spending:

• How can you maximize the value of your ad spending in a new world characterized by omnipresent Internet and mobility?
• What is the advertising potential of TV, radio, magazines, newspapers and billboards in this new media environment?
• How can you reach consumers most effectively through traditional and new media—in terms of time slot, show, jingle, branding, slogan, visual/sound effects, colours, images, etc.?
• Is it best to go with print or digital newspaper/magazine ads?
• Two 15-second commercials—or one of 30? General or specialty programming?
• Best to be at the start, middle or end of a commercial break?
• How can you best position your product and marketing events?
• Traditional or LED billboard?
• How is mobility changing the ad culture of traditional media?
• How can you create the best possible synergies with your media selections?

This book is designed for a variety of audiences, including small businesses, ad, marketing, media, communications, PR, Web and social media specialists, professors, students and anyone else wanting to know more about this amazing industry.

THIS IS THE US EDITION

New technologies, the Internet, the digital world, social media, Netflix, Spotify, mobile technologies and artificial intelligence are turning the entire advertising model topsy-turvy.

Naturally, the role of media and advertising is evolving along with these trends. In the midst of such change, this book explains how to get the best returns on your media spending:

• How can you maximize the value of your ad spending in a new world characterized by omnipresent Internet and mobility?
• What is the advertising potential of TV, radio, magazines, newspapers and billboards in this new media environment?
• How can you reach consumers most effectively through traditional and new media—in terms of time slot, show, jingle, branding, slogan, visual/sound effects, colors, images, etc.?
• Is it best to go with print or digital newspaper/magazine ads?
• Two 15-second commercials—or one of 30? General or specialty programming?
• Best to be at the start, middle or end of a commercial break?
• How can you best position your product and marketing events?
• Traditional or LED billboard?
• How is mobility changing the ad culture of traditional media?
• How can you create the best possible synergies with your media selections?

We will also focus on the quality of ads themselves and their creative style, including jingles, signatures, slogans, visual/sound effects, colors, etc.

This book is designed for a variety of audiences, including small businesses, ad, marketing, media, communications, PR, Web and social media specialists, professors, students and anyone else wanting to know more about this amazing industry.

1001 Advertising Tips by Luc Dupont explains what works and what doesn’t in advertising. Written in how-to terms, this book is a step-by-step guide to create advertising that sells.

Using dozens of examples of advertising campaigns and marketing strategies, it offers you the insight, tools and techniques you need to market any product or service. The book covers:

-- the types of words that persuade
-- the images that grab consumers’ attention
-- how to write copy that sells
-- the colours that optimize your message
-- the kinds of headlines that get the best results
-- ways of making your advertising more credible
-- the number of repetitions needed to sell your product
-- how to launch promotions that really work
-- which kinds of slogans are the most effective
-- the types of layout that best attract attention
-- when to use comparative advertising, humour and sex
-- the importance of positioning your product or service
-- when to use testimonials and endorsements
-- why the choice of typeface is so important
-- what to think about sponsorship and product placement
-- the impact of zapping on TV ads
-- the power of corporate and brand logos
-- the choice of a product name

Each chapter is a well-researched mix of scientific knowledge and concrete examples. Sources include Advertising Age, Adweek, Harvard Business Review, New York Times and The Wall Street Journal. Many of the names will be familiar, such as Ogilvy, Caples, Bly and Hopkins, but other lesser-known figures are also cited.

The writing is direct and the book design is spacious, with lots of subheads. 1001 Advertising Tips contains a collection of the most effective ads dominating the market in the past ten years.

Whether you use print, billboard, television, internet or radio advertising, this book offers proven strategies. It outlines everything you need to know to create advertisements that will make your sales soar, regardless of your budget.