TY  - BOOK
AU  - Ogden,James R.
AU  - Rarick,Scott
TI  - The entrepreneur's guide to advertising
T2  - The entrepreneur's guide
SN  - 0313365822
AV  - HF5823 .O3587 2010
U1  - 659.1 22
PY  - 2010///]
CY  - Santa Barbara, Calif.
PB  - Praeger
KW  - Advertising
KW  - Management
KW  - Marketing
KW  - Entrepreneurship
KW  - Small business
N1  - Includes index; What is advertising, and how does it fit into the marketing plan? -- Outside suppliers and other sources of help -- Brand development -- Developing your advertising plan -- Media basics -- Choosing and executing your media plan -- Crafting your message -- Integrating other marketing communications components into your executions -- Putting the plan together and measuring its effectiveness -- The future for entrepreneurial advertising
ER  -