Advertising Age Handbook of Advertising

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McGraw Hill Professional, 1999 - Business & Economics - 228 pages
"Think of Advertising Age Handbook of Advertising as your handy guide through the bumps and curves of the new advertising landscape. . . . Whether you're already in advertising or thinking of making this fascinating and dynamic field your career . . . you'll be glad to have our guide on your bookshelf." --Rance Crain, Editor-in-Chief, Advertising Age From the most authoritative publication in the advertising industry comes this definitive guide to understanding and making the most of your advertising opportunities--Advertising Age Handbook of Advertising by Herschell Gordon Lewis and Carol Nelson with a foreword by Rance Crain, editor-in-chief of Advertising Age. The ultimate guide for navigating the dizzying array of opportunities and media available to today's marketers, Advertising Age Handbook of Advertising offers practical, useful advice and insight from one of the most well-respected publications serving the business community.

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Contents

Planning the Communication
11
Budgeting
57
Creative Strategy
77
Copyright

9 other sections not shown

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About the author (1999)

Herschell Gordon Lewis (Plantation, FL) is chairman of Communicomp, a direct marketing agency. He is also president of Lewis Enterprises, writing copy for and consulting with clients throughout the world. He is one of the best-known copywriters and consultants in the U.S. and has written Copywriting Secrets and Tactics, Selling on the Net, Sales Letters that Sizzle, and dozens more.

Nelson is president of BJK&E.

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