MadScam: Kick-Ass Advertising Without the Madison Avenue Price Tag

After 30 years of agency experience with Madison Avenue firms like Ogilvy and Mather and Young and Rubicam, Parker, who is known for his advertising blogs "AdScam.com" and "AdHurl.com," offers this friendly, informative guide to advertising for small businesses. After outlining how to focus your advertising on your business's strengths, find your unique selling point and budget appropriately, Parker devotes a chapter each to print, television and new media ad strategies. In the final sections, he discusses how to hire freelancers and agencies, and how to track results. Resources and a glossary round out the book. Beginners will find more useful ideas than an established small business person, though his insider tips (e.g., a list of "Dumb Things You Should Avoid" when advertising, such as "trying to associate yourself with things that have no relevance to what you do") can be very insightful. (Jan.)