Advertising Age: Handbook of Advertising

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.