| Description |
xi, 228 pages : illustrations ; 24 cm |
| 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 |
| Summary |
"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."--BOOK JACKET |
| Notes |
Includes index |
| Subject |
Advertising -- Handbooks, manuals, etc.
|
| Genre/Form |
Handbooks and manuals.
|
| Author |
Nelson, Carol, 1953-
|
| LC no. |
98008362 |
| ISBN |
0844236705 |
|
