Handbook Of Advertising Techniques

Handbook Of Advertising Techniques
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Price: $99.95
Product ID : 1513f
Weight: 2.00 lbs
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Out Of Print... Advertising is a major expense for most businesses, yet it is one that is often approached haphazardly. The process is dominated by guesswork and personal opinion, and although a significant volume of practical knowledge exists it is not readily available or always applicable. A HANDBOOK OF ADVERTISING TECHNIQUES presents a new and practical approach to this problem. While it eschews the temptation to oversimplify a complex subject, it divides the development of an advertising campaign into a series of logical stages. Beginning with the fundamental positioning of a product or a service it shows how arresting, effective selling ideas can be developed and executed in individual advertisements. Using numerous examples and illustrations from many different types of business, it enables the advertiser to benefit from the lessons others have already learned the hard way. In addition to covering the development of campaigns the book offers practical advice on legal problems, on fact finding and research, on the preparation of documentation, and finally shows how to achieve professional results cost-effectively and without waste-a vital consideration for the advertiser with a modest budget. Anyone who has to develop, evaluate or approve advertising, whatever the business environment, will find this readable and intelligently written handbook an invaluable companion.

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