Web Sites and More
FRED E. HAHN
with TOM DAVIS, BOB KILLIAN & KEN MAGILL
DO-IT-YOURSELF ADVERTISING AND PROMOTION
DO-IT-YOURSELF ADVERTISING AND PROMOTION
How to Produce Great Ads, Brochures, Catalogs, Direct Mail, Web Sites, and More!
Third Edition
Fred E. Hahn
With Tom Davis, Bob Killian, and Ken Magill
WILEY
JOHN WILEY & SONS, INC.
This book is printed on acid-free paper. @
Copyright © 2003 by Fred E. Hahn. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada.
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 7508400, fax (978) 750-4470, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, e-mail: [email protected].
Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. The publisher is not engaged in rendering professional services, and you should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.
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Library of Congress Cataloging-in-Publication Data:
Do-it-yourself advertising and promotion : how to produce great ads, brochures, catalogs, direct mail, web sites, and more! / Fred E. Hahn; with Tom Davis, Bob Killian, and Ken Magill.—3rd edition. p. cm.
Includes bibliographical references and index. ISBN 0-471-27350-3 (pbk. : alk. paper) 1. Advertising—Handbooks, manual, etc. I. Davis, Tom II. Title.
HF5823.H187 2003
659.1—dc21 2002192267
Printed in the United States of America.
10 987654321
Dedicated with love, to my wife, Alice J., without whom there could not have been the athletically gifted brilliant* Frederick M, Ph.D., and Lisa C., MS, LLD.
*Despite what A.J. says, half their astonishing good looks do too come from me!
If it's a bright idea, that's good. If it's well executed, that's good too. But if it's a persuasive execution of a terrific idea ... that's advertising —Bob Killian
Continue reading here: Yellow Pages As A Mirror Of A Market
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