Title How to produce successful advertising : a guide to strategy, planning and targeting / A.D. Farbey

Edition Third edition Published London : Kogan Page, 2002

Copies

Location	Call no.	Vol.	Availability
MELB	659.1 Far/Htp		AVAILABLE

Description viii, 200 pages : illustrations ; 24 cm Series Marketing in action series Marketing in action series. Contents Ch. 1. What Advertising Can Do and How it Operates -- Ch. 2. Setting Objectives and Developing a Strategy -- Ch. 3. How to Select your Target -- Ch. 4. How to Select Media -- Ch. 5. How to Buy Media Space -- Ch. 6. Developing the Advertising Message -- Ch. 7. Practical Advertisement Production -- Ch. 8. Online Advertising -- Ch. 9. The Budget and the Plan -- Ch. 10. Evaluating the Effect -- Ch. 11. Recruitment Advertising -- Ch. 12. Selecting Suppliers and Agencies Notes Previous ed.: 1998 Bibliography Includes bibliographical references and index Subject Advertising -- Handbooks, manuals, etc. Advertising campaigns -- Handbooks, manuals, etc. Advertising. Genre/Form Handbooks and manuals. ISBN 0749436344 paperback

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