What every great CEO knows about advertising
By: by Tom Monson ; edited by Sarah Kaip.
Contributors: Kaip, Sarah.
Publisher: Advantage Source, Inc.
Published: 2004
Place of publication: Medford, OR
Language: eng
Subjects: Advertising; Marketing; Chief executive officers
Notes: Includes index.
Table of contents: title: Basic advertising; title: Gathering information; title: Targeting your market; title: How much does that ad cost?; title: Budgeting realistically; title: Successful advertising; title: Company logo; title: Advertising slogans; title: Positioning; title: Timing; title: Basic ad design; title: The importance of consistency; title: Creativity; title: Benefit selling; title: Media selection; title: Measuring ad effectiveness; title: Newspaper; title: Radio; title: Television; title: Direct mail; title: Yellow pages; title: Outdoor signs; title: All you need to know about the internet to make millions; title: Coordination media; title: Organizing your time.