Advertising Age Handbook Of Advertising - Hardcover

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 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.