Part III

Advertising for Fun and Profit

© John Wiley & Sons, Inc.

Who doesn’t love something that’s free? I tell you how to lure customers to your brand by providing free content at no cost to you at www.dummies.com/extras/marketing. Everyone wins!

In this part …

• Ensure clear, compelling, eye-catching, and easy-to-read text wherever it appears in your marketing materials, from traditional brochures and catalogs to websites, blogs, landing pages for promos, and web content optimized for phones, not just widescreens.
• Mix the best of traditional media, including outdoor signage, brochures, and mailings, with the impact of emerging media, from electronic signs to customized messages based on prospects’ web-surfing interests or the proximity of their phone to your store.
• Tap in to the power of radio and streaming audio and video options as an alternative to traditional (and expensive!) television spots.
• Improve the efficacy of your marketing messages — and give them a more personal touch — by taking advantage of new advertising tactics that help you speak to the right prospects and avoid poorly directed (and costly) ad blasts.