Research Catalog

Advertising manager's handbook

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Item details
Status	Format	Access	Call Number	Item Location
Request for On-site Use Request Scan How do I pick up this item and when will it be ready?	Text	Request in advance	HF5823 .B634 1999	Off-site

Description

xiv, 770 pages : illustrations; 28 cm

Subjects

Bibliography (note)

Contents

Pt. I. Planning. 1. Advertising: Its Place in Modern Marketing. 2. Defining Your Product. 3. Defining Your Markets. 4. How to Set Your Advertising Budget. 5. The Marketing Communications Plan -- Pt. II. Tasks. 6. Magazine Ads. 7. Newspaper Advertising. 8. Evaluating and Buying Media. 9. Scheduling Your Advertising Program. 10. Yellow Pages and Directory Advertising. 11. Television Commercials. 12. Radio Advertising. 13. Sales Brochures. 14. Catalogs. 15. Direct Mail. 16. Postcard Decks. 17. Telemarketing. 18. Publicity, Public Relations, and Press Releases. 19. Placing the Planted Feature Story. 20. Trade Shows. 21. Speeches, Slide Shows, and Presentations. 22. Promotional Videos. 23. Billboards and Signs. 24. Market Research. 25. Promotional Newsletters and Company Magazines -- Pt. III. Production. 26. Graphic Design. 27. Photography. 28. Illustration. 29. Print Production -- Pt. IV. Electronic Marketing. 30. Fax Marketing.
31. Marketing on the Internet. 32. Electronic Collateral. 33. Database Marketing -- Pt. V. Advertising Management. 34. Choosing and Working with Ad Agencies, PR Firms, and Freelancers. 35. Inquiry Handling and Fulfillment. D. Organizations and Conferences -- E. Recommended Vendors -- F. Sample Documents -- G. Precopywriting Checklist -- H. Postal Rates -- I. Web Sites -- J. Advertising to Sales Ratios by Industry.

ISBN

LCCN

98029618

OCLC

Owning Institutions

Columbia University Libraries