Advertising manager's handbook
- Title
- Advertising manager's handbook / Robert W. Bly.
- Published by
- Paramus, NJ : Prentice Hall, [1999], ©1999.
- Author
Items in the library and off-site
Displaying 1 item
| Status | Format | Access | Call number | Item location |
|---|---|---|---|---|
| Status | Format | AccessRequest in advance | Call numberHF5823 .B634 1999 | Item locationOff-site |
Details
- Description
- xiv, 770 pages : illustrations; 28 cm
- Subject
- 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.
- Owning institution
- Columbia University Libraries
- Bibliography (note)
- Includes bibliographical references and index.