Advertising Age Handbook Of Advertising - Softcover

Lewis, H G; Nelson, Carol

Softcover

ISBN 10: 0844224480 ISBN 13: 9780844224480

Publisher: McGraw-Hill, 1999

Synopsis

From Advertising Age(r), the most authoritative publication in the advertising industry, comes this comprehensive guide to planning, designing and implementing a successful advertising campaign. Directed to advertising and marketing professionals, business owners, and to anyone interested in the ins-and-outs of the advertising game, Advertising Age(r) 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.

About this title

From the Publisher

Written 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; how much should you spend in order to get the results you want?; creative strategies and platforms, including identifying your product's Unique Selling Point (USP); choosing the most efficient media from the ever-increasing number of options including print, television, online and alternative media; how and when to test or research 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(r) Handbook of Advertising makes creating a winning integrated advertising strategy a reality for any professional. (Danielle Egan-Miller, Editor, NTC Business Books).

From the Back Cover

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.

About this edition

• Publisher: McGraw-Hill
• Publication date: 1999
• ISBN 10: 0844224480
• ISBN 13: 9780844224480
• Binding: Paperback
• Edition number: 1
• Number of pages: 240