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Advertising age handbook of advertising - H G Lewis
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Title
Advertising age handbook of advertising
Advertising age handbook of advertising
Author
H G Lewis
H G Lewis
format
Hardback
Hardback
Publisher
McGraw-Hill Contemporary Learning
McGraw-Hill Contemporary Learning
Language
English
English
UK Publication Date
19990101
19990101
Description
From Advertising Age, the most authoritative publication in the advertising world, comes a comprehensive guide to planning, designing, and implementing a successful advertising campaign. Written in a friendly, engaging style, it's a complete analysis of the entire business, including:
- The agency/client relationship
- Planning strategies and tactics
- Budgeting, creative strategy, and media
- Testing and evaluating results
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