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The entrepreneur's guide to advertising

Author: James R Ogden; Scott Rarick
Publisher: Santa Barbara, Calif. : Praeger, ©2010.
Series: Entrepreneur's guide (Westport, Conn.)
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:

Two experts show entrepreneurs how to execute advertising campaigns and maintain a unified message when advertising and communicating with customers.

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Document Type: Book
All Authors / Contributors: James R Ogden; Scott Rarick
ISBN: 9780313365829 0313365822 9780313365836 0313365830
OCLC Number: 429027422
Notes: Includes index.
Description: xvii, 122 pages : illustrations ; 25 cm.
Contents: What is advertising, and how does it fit into the marketing plan? --
Outside suppliers and other sources of help --
Brand development --
Developing your advertising plan --
Media basics --
Choosing and executing your media plan --
Crafting your message --
Integrating other marketing communications components into your executions --
Putting the plan together and measuring its effectiveness --
The future for entrepreneurial advertising.
Series Title: Entrepreneur's guide (Westport, Conn.)
Responsibility: James R. Ogden and Scott Rarick.

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