Advertising is a $300 billion industry in the United States alone. Plunkett Research, Ltd. (the company that provided this figure) points out that the large numbers don’t stop there. In the United States, advertisers flood the following mediums in droves: 1,749 broadcast TV stations (and that’s not including cable and satellite TV outlets) 13,599 radio stations 2,250 daily and Sunday newspapers And those figures don’t even take into consideration the thousands of magazines, direct mail, Web sites, blogs, outdoor advertising (billboards, bus shelters, and so on), or specialty or alternative advertising, which includes everything from airplane banners at the beach to tchotchkes, small items like tote bags, pens, and t-shirts that merchants and businesses give away to remind consumers to do business with them. With all these choices of how to get your message out there, how do you decide what’s the best medium to reach the customers you’re looking for? And how can you develop an ad campaign that won’t get lost in the morass? You don’t have to hire an ad agency (though you can: Chapter 16 offers guidance on how best to do this, and Chapter 20 gives you ten ways to know whether you need outside help). But you can also do it yourself, and this book tells how.
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