The Advertising Age Handbook of Advertising - Hardcover

Lewis, Herschell Gordon; Nelson, Carol

Hardcover

ISBN 10: 0844236705 ISBN 13: 9780844236704

Verlag: McGraw-Hill Contemporary, 1998

Inhaltsangabe

"Think of Advertising Age Handbook of Advertising as your handy guide through the bumps and curves of the new advertising landscape. . . . Whether you're already in advertising or thinking of making this fascinating and dynamic field your career . . . you'll be glad to have our guide on your bookshelf." --Rance Crain, Editor-in-Chief, Advertising Age From the most authoritative publication in the advertising industry comes this definitive guide to understanding and making the most of your advertising opportunities--Advertising Age Handbook of Advertising by Herschell Gordon Lewis and Carol Nelson with a foreword by Rance Crain, editor-in-chief of Advertising Age. The ultimate guide for navigating the dizzying array of opportunities and media available to today's marketers, Advertising Age Handbook of Advertising offers practical, useful advice and insight from one of the most well-respected publications serving the business community.

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From Advertising Age, Crain's international newspaper of marketing and the most authoritative publication in the advertising industry, comes this comprehensive guide to planning, designing, and implementing a successful advertising campaign. Directed toward advertising and marketing professionals, business owners, and anyone else interested in the ins and outs of the advertising game, Advertising Age Handbook of Advertising offers a complete analysis of what's needed to parlay a product and an idea into an advertising effort that succeeds in today's highly competitive marketplace. 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
• 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
• Evaluating your campaign's results

By thoroughly exploring (and explaining) the many specialized components--creative, planning and purchasing, budgeting, production, research, and testing--of a contemporary advertising effort, Advertising Age Handbook of Advertising makes creating a winning integrated advertising strategy a reality for any professional.

Details zur Ausgabe

• Verlag: McGraw-Hill Contemporary
• Erscheinungsdatum: 1998
• Sprache: Englisch
• ISBN 10: 0844236705
• ISBN 13: 9780844236704
• Einband: Gebundene Ausgabe
• Anzahl der Seiten: 228
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar