Advertising age handbook of advertising /

• Main Author: Lewis, Herschell Gordon, 1926-2016 (συγγραφέας.)
• Other Authors: Nelson, Carol, 1953- (συγγραφέας εισαγωγής.)
• Format: eBook
• Language: English
• Published: Lincolnwood : NTC Business Books, 1999.
• Subjects: Διαφήμιση > Εγχειρίδια κλπ.; Ηλεκτρονικά βιβλία
• Item Description: Includes index.
• Physical Description: 1 ηλεκτρονική πηγή (xi, 228 σ.) : εικ.
• ISBN: 0585189153; 9780585189154

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.