Advertising Age Handbook of Advertising

Advertising Age Handbook of Advertising

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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.'Jeepa#39;s activity parallels a relationship marketing program by Land Rover. Owners of Range Rovers, the top-of-the-line Land Rover, receive invitations to off-road activities. Mercedes-Benz of North America also involved itself in a relationshipanbsp;...

Title:Advertising Age Handbook of Advertising
Author:Herschell Gordon Lewis, Carol Nelson
Publisher:McGraw Hill Professional - 1999-01


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