Wiley.Do_It_Yourself_Advertising_and_Promotion_How_to_Produc.pdf

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

JOHN WILEY & SONS, INC.

This book is printed on acid-free paper.

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

8400, 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: permcoordinator@wiley.com.

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.

For general information on our other products and services please contact our Customer

Care Department within the United States at (800) 762-2974, outside the United States

at (317) 572-3993 or fax (317) 572-4002.

Wiley also publishes its books in a variety of electronic formats. Some content that

appears in print may not be available in electronic books. For more information about

Wiley products, visit our web site at www.wiley.com.

Library of Congress Cataloging-in-Publication Data:

Hahn, Fred E., 1925–

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.

10987654321

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