Advertising age handbook of advertising /
Lewis, Herschell Gordon, 1926-2016.
Advertising age handbook of advertising / Herschell Gordon Lewis, Carol Nelson ; foreword by Rance Crain. - Lincolnwood : NTC Business Books, 1999. - 1 ηλεκτρονική πηγή (xi, 228 σ.) : εικ.
Includes index.
Foreword / The purpose of advertising -- Planning the communication -- Interview with Cliff Einstein -- Interview with C. Michael Palmer -- Budgeting -- Interview with Valentine Zammit -- Creative strategy -- Interview with A. Keith McCracken -- Media -- Production -- Interview with Tom Veazey -- Testing and research -- Evaluation: relating results to the message -- and to the objectives -- Poised at the edge of the springboard -- Interview with Charles D. Peebler, Jr. -- Marketing to African Americans: new realities today, new visions for tomorrow / A classic agency approach to the question of compensation. Rance Crain -- by Stedman Graham -- 1. 2. 3. 4. 5. 6. 7. 8. 9. App. A. App. B.
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.
0585189153 9780585189154
Διαφήμιση--Εγχειρίδια κλπ.
Ηλεκτρονικά βιβλία
659.1
Advertising age handbook of advertising / Herschell Gordon Lewis, Carol Nelson ; foreword by Rance Crain. - Lincolnwood : NTC Business Books, 1999. - 1 ηλεκτρονική πηγή (xi, 228 σ.) : εικ.
Includes index.
Foreword / The purpose of advertising -- Planning the communication -- Interview with Cliff Einstein -- Interview with C. Michael Palmer -- Budgeting -- Interview with Valentine Zammit -- Creative strategy -- Interview with A. Keith McCracken -- Media -- Production -- Interview with Tom Veazey -- Testing and research -- Evaluation: relating results to the message -- and to the objectives -- Poised at the edge of the springboard -- Interview with Charles D. Peebler, Jr. -- Marketing to African Americans: new realities today, new visions for tomorrow / A classic agency approach to the question of compensation. Rance Crain -- by Stedman Graham -- 1. 2. 3. 4. 5. 6. 7. 8. 9. App. A. App. B.
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.
0585189153 9780585189154
Διαφήμιση--Εγχειρίδια κλπ.
Ηλεκτρονικά βιβλία
659.1
