Download Advertising age handbook of advertising by Herschell Gordon Lewis, Carol Nelson PDF

By Herschell Gordon Lewis, Carol Nelson

ISBN-10: 0844236705

ISBN-13: 9780844236704

"Think of ads Age guide of ads as your convenient advisor during the bumps and curves of the hot ads panorama. . . . no matter if you are already in advertisements or considering making this interesting and dynamic box your occupation . . . you will be pleased to have our consultant in your bookshelf." --Rance Crain, Editor-in-Chief, advertisements Age From the main authoritative book within the ads comes this definitive advisor to knowing and taking advantage of your ads opportunities--Advertising Age guide of ads by way of Herschell Gordon Lewis and Carol Nelson with a foreword by way of Rance Crain, editor-in-chief of advertisements Age. the final word consultant for navigating the dizzying array of possibilities and media to be had to modern-day sellers, ads Age instruction manual of advertisements deals sensible, invaluable recommendation and perception from probably the most well-respected courses serving the enterprise group.

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Keith McCracken 93 5 Media 101 The Historical Impact of Comparative Media 101 Media Tactics and Strategies 102 The Creative/Media Team 104 Should Creativity Drive Media Selection? 105 Evaluating Media 106 The Danger of Personal Choice 108 Choosing the Most Efficient Medium 109 Implementing Media Objectives 109 The Advantage of Targeting 111 The Rise of Ethnic Advertising 113 Buying TV Time 118 Page v National Network Buys 118 Spot Buys 121 How About Cable? 122 Direct-Response Television (DRTV) 123 Magazines 125 The Circulation Race 127 Millennial Slackening?

Who is the target of Internet advertising? Only now are marketers separating the medium from the message. Banners and links, for many Internet marketers, appear in places unrelated to sites logical buyers might be visiting. Speculative targeting is a venerable marketing technique; its effectiveness invariably is linked to coincidental marketing aimed at primary prospects. Page 9 Does Loyalty Still Exist? Does agency/client loyalty existon either side? Or is the whole notion of loyalty obsolete, in a cold-blooded era in which each party has little regard for the other's security?

Wanamaker, it can help you keep track of all the new media playersas Page viii well as budgeting, testing, research, and, of course, trying to figure out if your ad strategy is registering with consumers. One of my favorite subjects explored in these pages is creative philosophy. It's always been my contention, to use an ad slogan from the old Benton & Bowles advertising agency, "It's not creative unless it sells," but there seems to be a rather strong contrary view developing. The latest theory is that ads shouldn't be so presumptuous as to sell the product directly and straightforwardly.

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