Barry H Cohen - 10 Ways To Screw Up An Ad Campaign: And How to Create Ones That Work

Thank you for downloading this Simon & Schuster ebook.

Get a FREE ebook when you join our mailing list. Plus, get updates on new releases, deals, recommended reads, and more from Simon & Schuster. Click below to sign up and see terms and conditions.

CLICK HERE TO SIGN UP

Already a subscriber? Provide your email again so we can register this ebook and send you more of what you like to read. You will continue to receive exclusive offers in your inbox.

We hope you enjoyed reading this Simon & Schuster ebook.

Get a FREE ebook when you join our mailing list. Plus, get updates on new releases, deals, recommended reads, and more from Simon & Schuster. Click below to sign up and see terms and conditions.

CLICK HERE TO SIGN UP

Already a subscriber? Provide your email again so we can register this ebook and send you more of what you like to read. You will continue to receive exclusive offers in your inbox.

Adams Media

An Imprint of Simon & Schuster, Inc.

57 Littlefield Street

Avon, Massachusetts 02322

www.SimonandSchuster.com

Copyright 2001, 2006, Barry H. Cohen

All rights reserved, including the right to reproduce this book or portions thereof in any form whatsoever. For information address Adams Media Subsidiary Rights Department, 1230 Avenue of the Americas, New York, NY 10020.

Previously published as Ten Ways to Screw Up an Ad Campaign by First Books Library, Indianapolis, IN, 2001

ADAMS MEDIA and colophon are trademarks of Simon & Schuster, Inc.

For information about special discounts for bulk purchases, please contact Simon & Schuster Special Sales at 1-866-506-1949 or .

The Simon & Schuster Speakers Bureau can bring authors to your live event. For more information or to book an event contact the Simon & Schuster Speakers Bureau at 1-866-248-3049 or visit our website at www.simonspeakers.com.

Library of Congress Cataloging-in-Publication Data

Cohen, Barry H.

10 ways to screw up an ad campaign / by Barry H. Cohen.

p. cm.

Includes index.

ISBN 1-59869-082-5

1. Advertising. 2. Small business. I. Title. II. Title: Ten ways to screw up an ad campaign.

HF5823.C555 2006

659.113--dc22

2006014706

ISBN 978-1-59869-082-8

ISBN 978-1-5072-0930-1 (ebook)

This publication is designed to provide accurate and authoritative information with regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional advice. If legal advice or other expert assistance is required, the services of a competent professional person should be sought.

From a Declaration of Principles jointly adopted by a Committee of the American Bar Association and a Committee of Publishers and Associations

Many of the designations used by manufacturers and sellers to distinguish their products are claimed as trademarks. Where those designations appear in this book and Simon & Schuster, Inc., was aware of a trademark claim, the designations have been printed with initial capital letters.

Excerpts from Please Be Advised and interview appearing in Chapter 16 reprinted with permission of Douglas J. Wood, Reed Smith, 599 Lexington Avenue, New York, NY, 10022.

Dedication

To my wife, Deborah, who acted as midwife during the delivery of this book.

First and foremost, I would like to thank Ken and Daria Dolan of the WOR Radio Network for their belief in me and in my work. Second, my thanks to Marla Markman and Lamont Wood for their guidance. A special thanks goes to Jeff Witchel for designing the cover of the first edition.

Many thanks to the fine folks at Adams Media for reissuing this book.

I would be remiss if I did not thank my many colleagues from the broadcast industry for embracing and recommending this bookespecially the good folks at the Radio Advertising Bureau, the National Association of Broadcasters, and Interep.

I must thank Arnie Schwartz and Larry Conti for bringing me into this business we call advertising. You indeed provided the launching pad for this book.

A well-deserved (albeit posthumous) thanks goes out to J. Albert Wunder, who challenged me to break through all my self-imposed limits.

I cant say enough to that loyal group of clients that has followed me over the years. I will always be there for you as well.

To my business partner and friend of over twenty-five years, Bill Bird, thanks for assisting me at the seminars that became this book. Now we can share what we have learned with the rest of the entrepreneurs. Like these struggling go-getters, we have been there, bootstrapping ita few missed meals and many missed paychecks.

To my parents, I thank you for imparting the survival skills that work in both business and in life. I only wish I had written this while my mother was still alive.

Last but not least, there is a God, without whom none of this is possible.

Thanks, Boss.

Barry Cohen

Most small businesses in America today are committing advertising suicide... the rest are playing a dangerous game of Russian roulette.

Barry H. Cohen

It doesnt have to be that way. Youre reading this, and Im writing this, because were committed to ending that situation. This guide is dedicated to the owners and operators of small businesses and professional practices everywhere. Were here together to explode the mythsto break through the barriers. In a few short hours, I pledge to give you the tools to compete more successfully... no matter what the industry, no matter how large, well-funded, or well-entrenched your adversaries.

This is a practical guideintended for anyone, regardless of knowledge or skill level. I have taken the most frequent mistakes advertisers make, and presented them along with solutions that work. I challenge you to put them to work in your business or professional practiceimmediately.

The first part of this book will address the most common mistakes made by small-business owners. The second part will provide you with a working manual to overcome those frequently made mistakes. You will find a glossary of terms in the back of the book, along with a recommended reading list. As you progress through the book, I will set apart useful tips we call toolboxes. You will also find various sidebars to illustrate the points in the chapter. I will take you back to simpler times in my Time Capsules. You will look at real-life marketing situations in an imaginary place called The Highlight Zone.

Enough with the serious stufflighten up, and enjoy 10 Ways to Screw Up an Ad Campaign .

Would you hire your plumber to do your taxes?

Of course not. Then why would you consider entrusting the lifeblood of your business to anyone but a highly qualified professional?

Over the years, while selling advertising services to companies of all sizes, it has never ceased to amaze me how many unqualified people end up being responsible for this critical function. And dont deceive yourselfmarketing is a critical function. Consider the following: Your accountant controls the money going out. Your marketing director controls the money coming in.