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Advertising age handbook of advertising by Herschell Gordon Lewis, Carol Nelson

By Herschell Gordon Lewis, Carol Nelson

"Think of ads Age instruction manual of ads as your convenient advisor during the bumps and curves of the hot advertisements panorama. . . . no matter if you are already in advertisements or taking into consideration making this interesting and dynamic box your profession . . . you can be pleased to have our advisor in your bookshelf." --Rance Crain, Editor-in-Chief, ads Age From the main authoritative e-book within the ads comes this definitive advisor to knowing and taking advantage of your ads opportunities--Advertising Age instruction manual of advertisements through Herschell Gordon Lewis and Carol Nelson with a foreword through Rance Crain, editor-in-chief of ads Age. the final word consultant for navigating the dizzying array of possibilities and media to be had to modern-day agents, ads Age instruction manual of advertisements bargains sensible, valuable suggestion and perception from essentially the most well-respected guides serving the enterprise neighborhood.

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You can lead a consumer to New Coke, but you can't make him or her drink more than one. So big a failure was this campaign that word leakedsome say from Coca-Cola headquartersthat the substitution of New Coke and subsequent triumphant reintroduction of "Classic Coke"the original product with an updated namewas deliberate. Should we blame an advertising department or an advertising agency for product failure? The answer is as muddy as the question, because we have situations such as the Edsel automobile, in which the product demonstrated no uniqueness, nor did its advertising.

Or when an agency pitches a new client and arbitrarily resigns a "loyal" account? Cynical and heartless? It depends on your position in the struggle. If advertising couldn't influence the buying decision, what would be the point of having, as advisors, advertising experts . . or this book? Page 11 2 Planning the Communication What is an advertising message supposed to accomplish? A surprising number of advertiser/marketers make this the last decision when planning a campaign. Success depends largely on its being the first decision, however, because the answer to that question is the key determinant for the other two facets of marketing planningmedia and budget.

Page i Advertising Age Handbook of Advertising Herschell Gordon Lewis Carol Nelson Foreword by Rance Crain NTC NTC Business Books NTC/Contemporary Publishing Group Page ii Library of Congress Cataloging-in-Publication Data Nelson, Carol, 1953- Advertising age handbook of advertising / Carol Nelson and Herschell Gordon Lewis; foreword by Rance Crain. p. cm. Includes index.  Title. 1 dc21 98-8362 CIP Quotations from Advertising Age used with permission. Cover design by Todd Petersen Interior design by Impressions Book and Journal Services, Inc.

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