Sharpen the saw
Subtitle: the advertising handbook of Singapore
By: edited by Palani K.A. Pillai.
Contributors: Pillai, Palani K. A.; Institute of Advertising Singapore.
Publisher: Institute of Advertising Singapore
Published: 2003
Place of publication: [Singapore
Language: eng
Number of pages: 245
Other titles: Advertising handbook of Singapore
Notes: Includes bibliographical references and index.
Table of contents: title: Brand building and the role of advertising / Vishnu Mohan; title: Advertising strategy development / David Tang; title: The creative process / Steve Elrick; title: Effective media planning / Kenneth Tsang; title: Evaluating advertising / Wade Garland; title: Brand portfolio advertising / Tanuj Philip & Sandipan Roy; title: Advertising across markets / Matthew Godfrey; title: Guide to pitching / Huw Griffith; title: Agency compensation / Greg Paull & Goh Shu Fen; title: Advertising in a recession / Bhaskar Rao; title: Targeting the Chinese audience / Lim Sau Hoong & team; title: The rise of non-traditional advertising / Palani K.A. Pillai.