Like many of us running small businesses, I have no choice but to come up with ads, brochures, press releases, etc. myself. This book gives me a systematic way of doing so, and I credit it with saving me a lot of money in missteps. If you follow the guidelines and checklists carefully, you will probably produce advertising and promotional material that at the very least avoids being amateurish, and will probably sell some products. I like that it concisely gives an overview over each of the areas of advertising and promotion. It explains insider terms without being condescending. Any Gripes? If I could afford the "test" runs of 5000 mailing pieces before I made my "real" mailing of many times that, I wouldn't be reading this book now would I?! But I am probably making excuses for not following their advice on testing advertising, and would be better off if I followed it. The book has been a great help in building my business, and I consult it frequently.

像我们许多经营小企业的人一样，我别无选择，只能自己制作广告、宣传册、新闻稿等。这本书给了我一个系统的方法，我相信它为我节省了很多钱的失误。如果你仔细遵循指导方针和检查表，你可能会制作广告和促销材料，至少避免成为业余爱好者，并可能会出售一些产品。我喜欢它简洁地概述了广告和促销的各个领域。它解释了内部术语，但没有居高临下。有抱怨吗？如果我能负担得起5000件邮件的“测试”运行之前，我使我的“真正的”邮件的许多倍，我就不会读这本书现在，我是不是？！但我可能是在找借口不听从他们关于测试广告的建议，如果我听从他们的建议会更好。这本书对我的生意有很大帮助，我经常查阅。