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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); ...

Advertising Age: Handbook of Advertising 1999, McGraw-Hill/Contemporary

ISBN-13: 9780844224480

Trade paperback

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Advertising Age Handbook of Advertising 1998, McGraw-Hill Companies, Lincolnwood, IL

ISBN-13: 9780844236704

Hardcover

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