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|