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

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 g...

Table of Contents:

• Foreword / Rance Crain
• 1. The purpose of advertising
• 2. Planning the communication
• Interview with Cliff Einstein
• Interview with C. Michael Palmer
• 3. Budgeting
• Interview with Valentine Zammit
• 4. Creative strategy
• Interview with A. Keith McCracken
• 5. Media
• 6. Production
• Interview with Tom Veazey
• 7. Testing and research
• 8. Evaluation: relating results to the message
• and to the objectives
• 9. Poised at the edge of the springboard
• Interview with Charles D. Peebler, Jr.
• App. A. Marketing to African Americans: new realities today, new visions for tomorrow / by Stedman Graham
• App. B. A classic agency approach to the question of compensation.