The Entrepreneur's Guide to Advertising
by James R. Ogden and Scott Rarick
December 2009, 122pp, 6 1/8x9 1/4
1 volume, Praeger

Hardcover: 978-0-313-36582-9
$64, £48, 54€, A92
eBook Available: 978-0-313-36583-6
Please contact your preferred eBook vendor for pricing.

Fueled by the ubiquitous nature of the Internet, PDAs, and such innovations as Twitter, as well as the fractured world of cable television and satellite radio, advertising today is a far different beast from that represented by the once-upon-a-time gray flannel suits and three-martini lunches of Madison Avenue.

Two experts show entrepreneurs how to execute advertising campaigns and maintain a unified message when advertising and communicating with customers.

Geared to the fast-changing media world of the 21st century, The Entrepreneur’s Guide to Advertising was written to offer both basic advertising concepts and advanced, state-of-the-art information about the new advertising environment. In its pages, two expert authors walk the entrepreneur through each and every stage necessary to create an integrated and synergistic advertising and marketing communications program.

This guide covers all of the many facets of advertising, as well as the variables that make up the Integrated Marketing Communication (IMC) mix. Most notably, the book provides a framework entrepreneurs can use to develop a marketing communication (MARCOM) plan of their own. Readers will come away from The Entrepreneur’s Guide to Advertising with an enhanced ability to make research-based judgments about their market and a new savvy about their approach to communications.


  • Includes an Integrated marketing communication flow chart and section-by-section steps for the development of an Integrated Marketing Communication plan
Dr. J.R. (Doc) Ogden, PhD, is professor of marketing at Kutztown University, Kutztown, PA. Additionally, he serves as the CEO of TDOG, LLC, which specializes in business, marketing, and advertising consulting for small, medium, and large clients. TDOG, LLC also has a division that focuses on issues in the entertainment industry, ranging from work with actors to producing to consulting. Ogden has written six business books and is an active and sought-after public speaker. He serves on numerous corporate and organizational boards of directors and has just accepted a three-year stint as president of the Group 8 Think Tank for Business and Education.

Scott Rarick is a successful advertising executive currently serving as director of media and director of account services for The Stevenson Group. He is active in professional organizations such as the American Marketing Association (AMA), the American Advertising Federation (AAF) and the Sales and Marketing Executives International (SMEI). Rarick is the 2009 recipient of the Lehigh Valley (PA) SUITS "Turning the Curve" Award sponsored by the United Way. He has worked for numerous agencies within the Philadelphia DMA.
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