- Paperback: 176 pages
- Publisher: Kogan Page Ltd; 3rd Revised edition edition (15 Mar 2002)
- Language English
- ISBN-10: 0749436344
- ISBN-13: 978-0749436346
- Product Dimensions: 23.4 x 15.6 x 1.3 cm
- Amazon Bestsellers Rank: 1,242,097 in Books (See Top 100 in Books)
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Review
.."another very readable and straightforward 'how to' guidean excellent introduction." -- Marketing Business
Product Description
This handbook takes the reader step-by-step through the planning and implementation of a successful advertising campaign. The author discusses every stage of the advertising process and this third edition also includes coverage of advertising on the Internet. There are sections on: developing the most effective message; planning and targeting; space buying and advertisement production; evaluation and budgeting; and suppliers and agencies. The text is aimed at those who use advertising and who require insight into the day-to-day practice of producing advertisements and planning them skilfully.
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