This book is a complete analysis of the entire advertising business. Topics covered include the agency/client relationship, planning strategy and tactics, budgeting, creative strategy and platforms, choosing and evaluating media.'He pointed out that many Jeep owners who attended the event expressed great surprise that the parent company would underwrite this kind of one-to-one public relations. ... Owners of Range Rovers, the top-of-the-line Land Rover, receive invitations to off-road activities. ... ignored a until a researcher discovered that one of the fastest-growing groups of on-line users was people aged fifty-five and older.
|Title||:||Advertising Age Handbook of Advertising|
|Author||:||Herschell Gordon Lewis, Carol Nelson|
|Publisher||:||McGraw Hill Professional - 1999-01|