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 Internet. - About Dave Donelson

Chapter 13 - Just A Little Reminder - Advertising works more like a directional arrow. It tells the customers where to go to get something once they're decided they need it. - Chapter 14 - Should Price Be In The Picture? - There's generally no reason to use price advertising since few purchase decisions are made on that basis. - Chapter 15 - Four Rules For Buying Advertising - You really shouldn't hide in the back when a media sales person comes into your business.

Chapter 11 - Pay Attention To Attention - Don't be afraid to try unconventional tactics to draw attention. - Chapter 12 - Advertising's Four-Letter Word - When you tell someone something they already know--or think they know--they stop listening. Just ask anyone with teenage children.

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

Chapter 8 - Effective Advertising Is Local - Like politics, all good advertising is local. - Chapter 9 - Say It Over And Over Again, And Again, And Again - Advertising works the way the grass grows. You can never see it, but every week you have to mow the lawn.