Advertising age handbook of advertising
By: Herschell Gordon Lewis, Carol Nelson ; foreword by Rance Crain.
Contributors: Nelson, Carol, 1953-
Publisher: NTC Business Books
Published: 1999
Place of publication: Lincolnwood, Ill
Language: eng
Number of pages: 228
Subjects: Advertising -- Handbooks manuals, etc
Description: Writing in a friendly, engaging style, authors Herschell Gordon Lewis and Carol Nelson cover every facet of a modern advertising campaign with authority, including determining the objectives of your ad campaign; planning and strategizing your approach; Allocating the appropriate budget in order to get the results you want; identifying your product's Unique Selling Proposition (USP); choosing the most efficient media (from the ever-increasing number of options, including print, television, online, and alternative media); testing an advertisement's potential effectiveness; and evaluating your campaign's results.
Notes: Includes index.