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.

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