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 (USP); 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; and evaluating your campaign's results.
Previews available in: English
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Advertising age handbook of advertising
1999, NTC Business Books
in English
0844236705 9780844236704
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Includes index.
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{{cite book|author=Herschell Gordon Lewis |date=1999 |title=Advertising age handbook of advertising |url=https://archive.org/details/advertisingageha00hgle |publication-place=Lincolnwood, Ill |publisher=NTC Business Books |isbn=0-8442-3670-5 |lccn=98008362 |oclc=44953977 |ol=349133M}}