Make a Big Impact with a Small Budget If you want more bang from your advertising dollar, this book is for you. It explains, step by step, what advertising is, how it works, and, most important, what will work best for your small business. Worksheets and samples explain advertising concepts in easy-to-understand detail. The first edition of The Advertising Handbook received the Washington Press Association’s Communicator Award for best instructional book of the year in 1991. This second edition has been updated, expanded, and made even more useful with the addition of many new worksheets to help you to develop the most effective advertising campaign for your business.