Enhanced descriptions from Syndetics:

Getting Attention: Leading-Edge Lessons for Publicity and Marketing is a savvy and innovative guide to getting your message heard in today's dynamic and noisy markets. It's an insider's look at what works and what doesn't in the fast-paced, high-tech world of communications. You'll learn to leverage a spectrum of new and often free technologies, not only the Internet, to distinguish your product or service and reach customers and influencers. Getting Attention reveals how to tailor a message for a specific or multiple media so that it has the best chance of reaching and informing your target market. And most importantly, the book features countless guerrilla tactics for achieving the publicity and marketing results you need without spending a lot of money. You'll learn how to blend innovative and traditional promotional techniques and create programs that build customer relationships and bolster your bottom line. Gain the real-world success secrets from leading marketing visionaries from the non-profit, entertainment, government, and corporate high-tech fields. Whether you're a PTA volunteer, a manager at a start-up company, or the head of a Fortune 1,000 corporate communications department, Getting Attention can help you successfully position your product or service for success.

Table of contents provided by Syndetics

• Acknowledgments (p. xv)
• Foreword (p. xvii)
• Introduction (p. xix)
• Chapter 1 The Twentieth Century--The Adventure Begins (p. 1)
• Marketing Tools (p. 3)
• Diskettes and CD-ROM (p. 4)
• Electronic Mail (p. 4)
• Websites (p. 5)
• Banner Advertisements (p. 5)
• Public Relations (p. 6)
• Reality Check (p. 7)
• Television Scams (p. 8)
• More News, More Opportunities (p. 9)
• See and Be Seen--Tradeshows (p. 9)
• Twentieth-Century Trends (p. 10)
• Radio (p. 11)
• News (p. 12)
• Extranets (p. 13)
• Chapter 2 The Internet--A Force to be Dealt with in the New Millennium (p. 15)
• What Is the Internet? (p. 16)
• The World Wide Web (p. 16)
• Evolution of the Web Page: A Trip to the Grocery Store (p. 17)
• First Came Presence (p. 17)
• Let's Integrate, "Can We Talk?" (p. 17)
• Enable Me. Can I Give You My Credit Card? (p. 18)
• Where Do We Go From Here, and How About Some Groceries? (p. 19)
• Where Do You Live? Tips for Website Success (p. 20)
• The Need for Speed (p. 21)
• The Eight-Second Rule (p. 22)
• How Fast is Fast and How Soon Will it be Available? (p. 22)
• Broadband (p. 24)
• Case Study: Redefining Interactivity (p. 25)
• Chapter 3 Effective Marketing on the Web (p. 27)
• Research on the Web (p. 28)
• Message Boards and Newsgroups (p. 28)
• Video on the Web (p. 29)
• Streaming Media (p. 30)
• Case Study: Streaming Helps Improve Brand Awareness (p. 31)
• Portals (p. 32)
• Internet Advertising (p. 34)
• Online Seminars (p. 34)
• Case Study: WebEx Hosts World's-Largest Interactive Meeting (p. 35)
• Search Engines: Getting Visitors to Your Site (p. 35)
• If the Shoe Fits (p. 36)
• Get Me to the Top (p. 37)
• Tools of the Trade (p. 37)
• Competing for Position (p. 38)
• Tips That Can Help You Stay on Top (p. 38)
• Publicity Using the Web (p. 40)
• Chapter 4 Electronic Mail--Let's Communicate (p. 43)
• Permission-Based Marketing and Opt-In Advertising (p. 45)
• E-mail Newsletters (p. 45)
• Case Study: Viva Las Vegas and E-mail Marketing (p. 48)
• Case Study: Permission Fades (p. 49)
• E-commercials (p. 51)
• Signature Advertising (p. 52)
• Publicity Through Media Relations (p. 52)
• Chapter 5 Push Technology (p. 55)
• Pointcast (p. 56)
• Push Rises from the Ashes (p. 57)
• Case Study: The Company Jerk (p. 58)
• Push Technology and Advertising (p. 59)
• Keeping Customers Happy (p. 61)
• Closed-Loop Delivery (p. 62)
• Push and Portals (p. 63)
• The Future of Push Technology (p. 64)
• Chapter 6 Wireless Technology--the "Anytime, Anywhere" Factor (p. 67)
• Changing the Way We Live, Again (p. 68)
• No Wires, Mobile and Fast (p. 69)
• The Future is Wireless (p. 70)
• Case Study: Wireless Santa Stations (p. 70)
• No Restraints (p. 72)
• News Coverage (p. 72)
• Chapter 7 Influencing the General Public (p. 75)
• Online Communities (p. 76)
• What Is a Community? (p. 76)
• Newsletters on Your Website (p. 77)
• Electronic and Online Surveys (p. 79)
• Electronic Postcards (p. 80)
• Incentives and Promotions (p. 81)
• Case Study: Webstakes.com and the Sharper Image Launch Integrated Promotional Sweepstakes on the Web (p. 82)
• Television (p. 83)
• An Integrated Marketing Mix (p. 84)
• Moving the Herd (p. 84)
• The Power of the URL (p. 85)
• The Quadruple Whammy (p. 86)
• Politics (p. 86)
• Case Study: GartnerGroup's Dataquest Sees Pivotal Role for Internet in Presidential Election in 2000, But Only if Candidates Learn from Portals, E-commerce Sites (p. 87)
• Chapter 8 Approaching the News Media (p. 89)
• E-mail (p. 90)
• How to Use E-mail Effectively with the News Media (p. 91)
• Some More Tips (p. 92)
• Press Kits (p. 93)
• Overnight Deliveries and Snail Mail (p. 95)
• More About Voice Mail (p. 96)
• Editorial Calendars (p. 97)
• News Wire Services (p. 98)
• Cyber Media Tours (p. 99)
• Other Ways to Reach the News Media (p. 99)
• ProfNet (p. 99)
• Video News Releases (p. 100)
• Chapter 9 Marketing and Publicity on a Shoestring (p. 103)
• Thinking "Out of the Box" (p. 105)
• How Much Will it Cost, and How Much Can You Afford? (p. 105)
• Research (p. 106)
• Statistical Information (p. 107)
• Fun Quotations (p. 107)
• Customer Relationship Management Tools (p. 107)
• Technology that Reduces the High Cost of Leads (p. 108)
• Banner Exchange Networks (p. 110)
• Press Material Development and Distribution (p. 111)
• The Crafting of a Press Release (p. 111)
• Send It Out: Press Material Distribution (p. 112)
• Television Opportunities (p. 113)
• Capturing the Attention of a Newsroom (p. 114)
• Tips For Obtaining Television News Coverage (p. 114)
• Video (p. 115)
• Radio Opportunities (p. 116)
• News (p. 117)
• Talk Shows (p. 117)
• Public Service Announcements (p. 118)
• Special Promotions and Give-Aways (p. 119)
• Linking (p. 119)
• Chapter 10 Mixing Technology with Tradition (p. 121)
• Know Your Target Audience and Set Your Business Objectives (p. 122)
• Information Overload (p. 122)
• Abusing Technology (p. 123)
• Spamdexing (p. 124)
• News Wire Hoaxes (p. 124)
• Copy Cats (p. 125)
• Voice-Mail Commercials (p. 125)
• The Human Touch (p. 126)
• More One-to-One Communication (p. 127)
• Fast Response Times (p. 128)
• Customer Care (p. 129)
• The Thank You Note (p. 129)
• Publicity Stunts (p. 130)
• Case Study: Pizza A Go Go, Pizza My Heart (p. 130)
• Toll-Free Phone Numbers (p. 132)
• Going Above and Beyond the Consumer's Obvious Needs (p. 132)
• Chapter 11 What's Next? The Pros Talk About Today and Tomorrow (p. 133)
• Case Study: Using Technology to Bring Shamu to You--PR with a Porpoise (p. 134)
• Case Study: Technology--No Fair Weather Friend in Television News (p. 135)
• Case Study: Investor Relations and the Internet (p. 137)
• Case Study: A New Era of Message Delivery (p. 139)
• Case Study: Communications in a High-Tech World (p. 141)
• Case Study: Promoting Yourself--An Integrated Mix of Web, Print, and People (p. 142)
• Case Study: NASA Public Affairs' Giant Leap to High-Tech (p. 144)
• Case Study: A Print Journalist's Perspective (p. 146)
• Case Study: Nonprofit Marketing (p. 147)
• Case Study: The Marketing Game (p. 149)
• Chapter 12 Free Stuff and Other Resources (p. 151)
• Free Stuff (p. 152)
• Banner Creation (p. 152)
• Banner Exchange Networks (p. 152)
• Web-Based Meeting Service (p. 152)
• Streaming Technology (p. 152)
• Newsletters (p. 153)
• Almost Free (p. 154)
• Other Resources (p. 154)
• Wire Services (p. 154)
• Research (p. 155)
• Editorial Calendars (p. 156)
• Web Design (p. 156)
• Public Relations Firms (p. 157)
• Investor Relations (p. 158)
• Strategic Communication Consulting and Video Production (p. 158)
• Talent for Radio, TV, and Film (p. 158)
• Search Engine Organizations (p. 158)
• Search Engine Registration Software (p. 159)
• Popular Search Engines (p. 159)
• Appendix (p. 161)
• Sample--Press Release Template (p. 161)
• About the Author (p. 163)
• Sierra Communications (p. 164)
• Index (p. 165)