At last, guerrilla marketing guru Jay Conrad Levinson applies his proven guerrilla philosophy to advertising, the most elusive, seductive, and expensive branch of the marketing tree. Advertising is all around us, and lots of folks think they know a good ad campaign when they see one, but as Jay has proven over and over again - what you don't know will hurt you! Step-by-step chapters cover developing an advertising strategy, designing effective ads and copy, maximizing advertising effectiveness, focusing your audience, staying within budgets, polishing your look and pitch, and buying and adapting your tactics to appropriate media. Teeming with anecdotes about past and current advertising successes and failures, Guerrilla Advertising will entertain readers as they learn the nuts and bolts of cost-effective advertising for their small business.