A handbook of advertising techniques - Tony Harrison

Advertising is a major expense for most businesses, yet it is one that is often approached haphazardly. This book presents a practical approach to this problem.;It divides the development of an advertising campaign into a series of logical stages, beginning with the positioning of a product or service, and moving on to developing selling ideas and executing individual advertisements.;It uses numerous and illustrations from many different types of business and allows the reader to benefit from the lessons others have already learned the hard way.;It offers practical advice on legal problems, fact finding and researching, and preparation of documentation.;It shows how to achieve professional results cost-effectively and without waste (a vital consideration for the advertiser with a modest budget) and provides working methods and techniques for both large and small companies.;The late Tony Harrison was creative director of Saatchi and Saatchi in Frankfurt. He is the author of the products manager's handbook.