A Handbook of Advertising Techniques

by TonyHarrison (Author)

• Used

  Paperback
  1989

  $4.84

  Advertising is a major expense for most businesses, yet it is one that is often approached haphazardly. This book presents a practical approach to this problem. It divides the development of an advertising campaign into a series of logical stages, beginning with the positioning of a product or service, and moving on to developing selling ideas and executing individual advertisements. It uses numerous and illustrations from many different types of business and allows the reader to benefit from the lessons others have already learned the hard way. It offers practical advice on legal problems, fact finding and researching, and preparation of documentation. It shows how to achieve professional results cost-effectively and without waste (a vital consideration for the advertiser with a modest budget) and provides working methods and techniques for both large and small companies. The late Tony Harrison was creative director of Saatchi and Saatchi in Frankfurt. He is the author of the products manager's handbook.