Advertising Age Handbook Of Advertising [Paperback]

H G Lewis (Author), Carol Nelson (Author)

Book Description

Publication Date: November 1, 1999

NTC Business Books offer cutting-edge insights and time-tested, proven marketing, advertising, and sales promotion strategies from the leading practitioners in the industry. There's expert advice in every NTC Business Book.

Editorial Reviews

From the Publisher

Written in a friendly, engaging style, authors Herschell Gordon Lewis and Carol Nelson cover every facet of a modern advertising campaign with authority, including: determining the objectives of your ad campaign; planning and strategizing your approach; how much should you spend in order to get the results you want?; creative strategies and platforms, including identifying your product's Unique Selling Point (USP); choosing the most efficient media from the ever-increasing number of options including print, television, online and alternative media; how and when to test or research an advertisement's potential effectiveness; evaluating your campaign's results. By thoroughly exploring (and explaining) the many specialized components - creative, planning and purchasing, budgeting, production, research and testing -- of a contemporary advertising effort, Advertising Age(r) Handbook of Advertising makes creating a winning integrated advertising strategy a reality for any professional. (Danielle Egan-Miller, Editor, NTC Business Books).

From the Back Cover

From Advertising Age, Crain's international newspaper of marketing and the most authoritative publication in the advertising industry, comes this comprehensive guide to planning, designing, and implementing a successful advertising campaign. Directed toward advertising and marketing professionals, business owners, and anyone else interested in the ins and outs of the advertising game, Advertising Age Handbook of Advertising offers a complete analysis of what's needed to parlay a product and an idea into an advertising effort that succeeds in today's highly competitive marketplace. Writing in a friendly, engaging style, authors Herschell Gordon Lewis and Carol Nelson cover every facet of a modern advertising campaign with authority, including:

• Determining the objectives of your ad campaign
• Planning and strategizing your approach
• Allocating the appropriate budget in order to get the results you want
• Identifying your product's Unique Selling Proposition
• Choosing the most efficient media (from the ever-increasing number of options, including print, television, online, and alternative media)
• Testing an advertisement's potential effectiveness
• Evaluating your campaign's results

By thoroughly exploring (and explaining) the many specialized components--creative, planning and purchasing, budgeting, production, research, and testing--of a contemporary advertising effort, Advertising Age Handbook of Advertising makes creating a winning integrated advertising strategy a reality for any professional. --This text refers to an out of print or unavailable edition of this title.

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Product Details

• Paperback: 240 pages
• Publisher: McGraw-Hill; 1 edition (November 1, 1999)
• Language: English
• ISBN-10: 0844224480
• ISBN-13: 978-0844224480
• Product Dimensions: 9 x 6 x 0.6 inches
• Shipping Weight: 12.2 ounces
• Average Customer Review: 3.5 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #643,320 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

15 of 17 people found the following review helpful:

2.0 out of 5 stars Questionable value, May 5, 2001

By A Customer

This review is from: Advertising Age Handbook Of Advertising (Paperback)

I approached this book as someone looking to enter the advertising field on the business side. Having read fifty pages or so, I'm not very happy with it. The writing style uses confusing wording for what should be simple statements. Consider this classic: "In the post-future-shock era, contingencies are more common than uninterrupted progress" (pg. 58). Or "In a database-driven organization, salesmanship can slowly give way to the recitation of fact" (pg. 18). Eh? Sadly, one of the authors is supposed to be an authority on direct marketing--one would assume that he could at least write clearly. Also scattered throughout the book are assertions, such as "A theory of marketing (that has great validity) is that marketers can't make a mistake by overflattering their targets" (pg. 33) that are mentioned once and never supported, examined, or referred to later. The authors seem to assume that the audience will believe that assertion and others based upon the audience's own prior knowledge of the field. Also, some ad campaigns are mentioned as being faulty, without saying why.

Overall, I don't reccomend this book.

5 of 15 people found the following review helpful:

5.0 out of 5 stars Excellent Resource, April 25, 2000

By 

Shannon Miller - See all my reviews

This review is from: Advertising Age Handbook Of Advertising (Paperback)

AdAge does it again. The nations best source for the ad trade puts out another great resource. This book is full of survival techniques for the aspiring and seasoned ad pro.