| Document Type
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BL
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| Record Number
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955861
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| Doc. No
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b710231
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| Main Entry
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Farbey, David.
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| Title & Author
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How to produce successful advertising : : a guide to strategy, planning and targeting /\ A.D. Farbey.
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| Edition Statement
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3rd ed.
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| Publication Statement
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London :: Kogan Page,, 2002.
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| Series Statement
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Marketing in action series
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| Page. NO
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1 online resource (viii, 200 pages) :: illustrations.
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| ISBN
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0585454957
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: 0749436344
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: 1597343366
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: 9780585454955
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: 9780749436346
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: 9781597343367
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| Notes
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Previous edition: 1998.
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| Bibliographies/Indexes
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Includes bibliographical references (page 195 and index.
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| Contents
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Introduction; Chapter 1 What Advertising Can Do and How it Operates; WHY ADVERTISING?; ITS PLACE IN THE MARKETING MIX; WHAT ADVERTISING CAN DO; WHAT ADVERTISING CAN'T DO; CATEGORIES OF ADVERTISING; HOW ADVERTISING WORKS; THE PARTIES TO ADVERTISING; THE MEDIA PARTNERS; Chapter 2 Setting Objectives and Developing a Strategy; ALWAYS SET AN OBJECTIVE; MARKETING VERSUS COMMUNICATIONS; TIMESCALE; TYPES OF OBJECTIVE; THE BRIEF; THE NEXT STEP -- A STRATEGY; A STRATEGY KIT; Chapter 3 How to Select your Target; GET THE TARGET RIGHT; WHO IS THE TARGET?; AUDIENCE DEFINITION.
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| Abstract
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A comprehensive handbook that takes the reader step-by-step through the planning and implementation of a successful advertising campaign. How to Produce Successful Advertising discusses every stage of the advertising process and this fully updated third edition also includes extensive coverage of advertising on the Internet.
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| Subject
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Advertising campaigns, Handbooks, manuals, etc.
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| Subject
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Advertising, Handbooks, manuals, etc.
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| Subject
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Advertising campaigns.
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| Subject
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Advertising.
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| Subject
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BUSINESS ECONOMICS-- Advertising Promotion.
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| Dewey Classification
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659.1
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| LC Classification
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HF5823.F227 2002eb
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