Product Description
From Advertising Age(r), the most authoritative publication in the advertising industry, comes this comprehensive guide to planning, designing and implementing a successful advertising campaign. Directed to advertising and marketing professionals, business owners, and to anyone interested in the ins-and-outs of the advertising game, Advertising Age(r) Handbook of Advertising offers a complete analysis of what's needed to parlay a product and an idea into an advertising effort that succeeds in today's highly competitive marketplace.