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Advertising campaigns : formulation and tactics

Author: Leon Quera
Publisher: Columbus, Ohio : Grid, Inc., ©1977.
Series: Grid series in advertising and journalism.
Edition/Format:   Print book : English : 2d edView all editions and formats
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Document Type: Book
All Authors / Contributors: Leon Quera
ISBN: 0882441302 9780882441306
OCLC Number: 3121191
Description: xxii, 378 pages : illustrations ; 24 cm.
Contents: The Advertising Question --
The Importance of an Advertising Campaign --
Types of Advertising Campaigns --
Creation of the Campaign Theme --
Advertising Production --
Selection of Mass Media --
Promotion of the Campaign --
Corporate Identifiaction --
Measuring the Effectiveness of Advertisements --
Measuring the Effectiveness of Campaigns --
Selection of an Advertising Agency and the Advertiser-Agency Relationship --
Comparative Advertising --
Advertising Responsibility --
International Advertising --
Advertising Campaigns in the Future.
Series Title: Grid series in advertising and journalism.
Responsibility: Leon Quera.

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