Advertising age handbook of advertising - Lewis, Herschell Gordon 1926-; Nelson, Carol 1953-; Crain, Rance (Lincolnwood, Illinois NTC Business Books, 1999)
1 Purpose of Advertising -- 2 Planning the Communication -- 3 Budgeting -- 4 Creative Strategy -- 5 Media -- 6 Production -- 7 Testing and Research -- 8 Evaluation: Relating Results to the Message - and to the Objectives -- 9 Poised at the Edge of the Springboard.
Includes index.
Keywords: Advertising -- Handbooks, manuals, etc